It’s a market that has frustrated giants like Kellogg’s. But Bengaluru-based Soulfull, which sells ragi-based products, believes it has found a way to win: Eschew the ‘breakfast cereal’ label altogether.

You know an industry desperately needs to hit reset when there’s a demand to change its very name. “I wish it wasn’t called ‘breakfast cereals’,” says Prashant Parameswaran, the young founder and managing director of Bengaluru-based Kottaram Agro Foods. “This is a snacking… a 4pm solution. The larger trend in India is snackification. It’s the on-the-move, on-the-go space. Read more