The soya chunks launch diversifies STAR’s staples portfolio with a high-protein, affordable, and health-focused product, complementing the company forays into vacuum-fried 100% fruits and veggies and non-alcoholic beverages. This launch aligns with shifting lifestyle trends, supporting sustainability and affordability by offering nutritious alternatives to meat for both rural and urban consumers. It builds a foundation for future expansion into protein-rich and functional foods, reinforcing STAR’s leadership in health and wellness.

Salloni Ghodawat, CEO, Ghodawat Consumer Limited, said, “We are seeing a fundamental shift in how Indian families think about nutrition. The demand for protein is no longer niche; it cuts across millennials tracking macronutrients, professionals seeking quick nutrition, value-conscious families, and consumers in tier-2 and tier-3 towns where awareness of plant-based protein is rising rapidly. Soya chunks offer a compelling solution—they are affordable, rich in protein, and extremely versatile. With STAR Soya Chunks, we are addressing a clear consumer need while staying true to our promise of quality and accessibility.”

Manufactured in FSSAI-approved, ISO-certified facilities, STAR Soya Chunks are produced using advanced extrusion technology that converts defatted soy flour into textured vegetable protein under high temperature and pressure. Each batch undergoes rigorous quality checks to ensure consistency in texture, rehydration properties, hygiene standards, and protein content. The product is packaged in food-grade, moisture-resistant laminate material designed to preserve freshness and ensure safe storage and last-mile distribution.

A key differentiator of STAR Soya Chunks is their clean-label formulation. The product contains zero preservatives, no additives, and no artificial flavouring, addressing increasing consumer demand for transparency and minimally processed foods. Made from defatted soy flour, a nutrient-dense by-product of soybean oil extraction, the chunks offer high protein content with a complete amino acid profile. Their porous structure allows them to absorb spices and marinades effectively, delivering a fibrous, meat-like texture once rehydrated—appealing to flexitarians and consumers transitioning toward plant-based diets.

To drive rapid market penetration, GCL has rolled out a multi-channel distribution and marketing strategy. STAR Soya Chunks will be available across modern trade partners alongside extensive general trade distribution through kirana stores, with an emphasis on smaller, trial-friendly pack sizes. The product will also be sold via e-commerce and quick-commerce catering to convenience-led consumers. GCL is also targeting the HoReCa segment for bulk and institutional demand.

The company will deploy digital-first marketing campaigns across Instagram, Facebook, and YouTube, highlighting health benefits and recipe versatility. Influencer collaborations with fitness and food bloggers, content marketing through recipe videos and reels, and in-store sampling counters in modern trade outlets will drive trial and repeat purchases.

With STAR’s strong rural reach and value positioning, GCL expects the product to build meaningful scale over the next 2–3 years and contribute steadily to its staples portfolio. As India continues to emerge as a key global supplier and consumer of soya-based products, the launch positions Ghodawat Consumer Limited to capitalise on the convergence of affordability, nutrition, and sustainability in the evolving protein landscape.

The post Ghodawat Consumer Limited launches Soya Chunks under STAR brand appeared first on Business of Food.

Over the past two decades, GCL has accelerated its growth trajectory through strategic acquisitions, expanding its portfolio, and deepening its presence across fast-growing FMCG categories. Starting with a single product line in 2003, the company has grown from edible oils to rice, salt, snack foods, pulses, and beverages, marking milestones that underscore its ambition and agility. Built on a vision to make “better-for-you” products accessible to every household, GCL has evolved into a diversified FMCG powerhouse.

Targeting India’s new generation of health-conscious, lifestyle-driven consumers, GCL has strategically expanded its portfolio with the acquisitions of Coolberg and To Be Honest (TBH). Coolberg, India’s No. 1 non-alcoholic beer brand acquired in 2022, brings a youthful, urban edge to GCL’s impulse beverage segment. It has spearheaded the trend of non-alcoholic drinks in India, pioneering an entirely new segment in the beverage industry and reshaping consumer perceptions around social drinking. With GCL’s robust distribution, marketing expertise, and innovation-driven approach, the brand’s reach and influence have accelerated, making non-alcoholic beverages more accessible and appealing to a broader audience nationwide.

The 2023 addition of TBH, a premium vacuum-cooked fruit and vegetable snack brand, reinforces GCL’s commitment to innovation and healthy snacking with natural, better-for-you products. These moves underscore GCL’s vision to build a future-ready portfolio that balances health with indulgence, resonating strongly with digital-native audiences; over 60% of Coolberg and TBH’s sales now come from online channels. These acquisitions stand as anchors for sustained growth and purpose in a rapidly evolving FMCG landscape.

“Our 23-year journey is built on the belief that quality, trust, and innovation are the cornerstones of growth. Every milestone we achieve reflects our commitment to enriching everyday life with products that consumers can rely on. As we step into the next chapter, our focus remains on innovation, inclusivity, and sustainability, shaping a stronger, more future-ready FMCG business,” said Salloni Ghodawat, CEO, Ghodawat Consumer Limited.

From convenient pack sizes to premium healthy alternatives, GCL’s “Better for You” innovation strategy is shaping its next phase of growth. The recent launch of NPDs such as Besan, Rawa, Maida, and Suji, along with upcoming categories like Mix Veggie Chips and Coolberg Diet, further strengthens its diversified portfolio.

GCL has solidified its presence in key markets, such as Maharashtra and Karnataka, backed by celebrity endorsements, regional campaigns, and a strong digital-first approach. With over Rs. 25 crore invested annually in marketing, GCL leverages data-driven insights and real-time performance tracking to maximize campaign impact.

GCL’s manufacturing excellence is powered by advanced Swiss technology and the ISO/IEC 17025-accredited Ghodawat Analytical and Research Centre, ensuring quality and innovation at every step. With its asset-light expansion strategy, GCL is now scaling 8 new contract manufacturing units (CMUs) to fuel its staple categories.

As Ghodawat Consumer Limited turns 23, the company is setting its sights firmly on the future. With plans to boost exports to neighbouring countries and a strong commitment to healthy, ready-to-eat, and “better-for-you” food innovations, the company is focused on meeting the evolving needs of new-age consumers. The company is also expanding its reach across both regional and national markets, staying true to a consumer-first approach. By combining a rural-first mindset with metro-ready distribution, GCL ensures its quality products are accessible to households in every part of the country. This people-centric vision is at the heart of GCL’s journey as it aims to reach the Rs. 1,500 crore milestone and create a lasting impact across India’s diverse communities.

The post Ghodawat Consumer celebrates 23-year legacy of growth and purpose, sets sights on Rs. 1,500 Crore milestone over the next three years appeared first on Business of Food.