Future Group steps up food & FMCG play

In its most ambitious launch yet in food and fast moving consumer goods (FMCG), Future Group has launched its oats brand Kosh on Monday, positioning it as a third grain and saying it should generate a Rs 200 crore revenue in two years.

Kosh will be the second product from the group's food and FMCG stable which would available in traditional trade in addition to Future Group's own stores.

"So far, we have launched 21 products in food and FMCG and Kosh is one more in the list," said Kishore Biyani, chief executive officer, Future Group. "People are looking at tasty and healthier options when it comes to food and we believe Kosh addresses it. While we are conservative as far as our (revenue) targets for this brand go, we believe it has the potential to grow and should be a significant contributor to our food & FMCG business by 2021."

The group's food & FMCG division Future Consumer, is eyeing a 10-fold growth in five years. The plan is to take the top line to Rs 20,000 crore by 2021.

"In the past six months, we have expanded our range in juices, frozen vegetables and branded staples. We have entered categories such as dairy and personal care and would continue to be aggressive on that front," said Devendra Chawla, group president, food & FMCG, Future Group.

"The idea behind Kosh is to make it the centre of the plate by moving it from being a breakfast product to an all-day meal. Our marketing and distribution will be focused on this," he said. The group has set up an oats manufacturing unit in Sri Lanka with tea exporter SVA India.