he Doughboy has a new selling proposition. From rotis that were "so soft they could be used as bribe", Pillsbury Chakki Fresh Atta has moved to the wellness platform. "Whole Wheat Atta is good for your Family�s Heart", says Pillsbury, a claim that is being supported by the Heart Care Foundation of India. "Our move from �softness� to �wellness� is consistent with our desire to be the innovation leader in the market," states Gayatri Yadhav, marketing director, General Mills India.

This, and the fact that branded atta is a low profit-margin game played in a price sensitive market. With so many national and local players in the fray, there is hardly any basis on which they can be differentiated. Add to this the competition from unbranded atta. Though the hygiene of such chakki (flour mill)-ground atta is questionable, it is still regarded as high in quality and nutrition. Perception that branded attas are more expensive than the unbranded kind only compounds the situation. ... more