Future Group’s unit Future Consumer has launched a new oats brand in India dubbed as ‘Kosh’ in four variants.
The newly launched Kosh oats brand will be distributed to several retail stores across 12 key cities initially followed up by a countrywide launch at a later stage.
Kosh oats comes in four variants - Kosh Instant Oats, Kosh Broken Oats, Kosh Oats Atta and Kosh Wheat + Oats Atta.
The oats are grown and sourced in Australia while processed and packaged in Sri Lanka.
Future Group CEO Kishore Biyani said: “At Future Group, we believe in evolving with the changing consumption patterns. The launch of Kosh Oats is such an attempt to set a trend in the food space by introducing it as the third grain of India.
“Oats has always been introduced as a breakfast item. With Kosh, we strive to change that and make it India’s third grain that can be used in every meal right from starters to the desserts.”
Made out of rolled oats that are dried and pressed into thin flakes, Kosh Instant Oats are easy and fast to cook taking only 3-4 minutes, according to the company.
Kosh Instant Oats come in two packaging formats with the 500g pouch priced at INR89 ($1.33) while the 1kg pouch is priced at INR170 ($2.54).
Kosh Broken Oats comprise whole oat grains cut into smaller pieces to give a hearty texture and a nutty taste. They can be cooked in about 20-25 minutes to incorporate in all rice based dishes.
The product comes in two formats with the 500g pouch priced at INR89 ($1.33) and the 1kg pouch costing INR170 ($2.54).
Third variant in the Kosh range, the Oats Atta has oats ground into fine flour which can be added to grain flour or batter to be used in the preparation of various dishes. Kosh Oats Atta has the same packaging formats and pricing as Instant Oats and Broken Oats.
Kosh Wheat Oats Atta is said to be a blend of a wheat flour variety called Sharbati, sourced from the Indian state of Madhya Pradesh, along with the Kosh Oats Atta product.
With a shelf life of four months, a 1kg pouch of Kosh Wheat Oats Atta is priced at INR62 ($0.93) while a 5kg pouch costs INR270 ($4.03).
