Modi Naturals Limited, known for its multisource cooking oils and olive oil brands, has made a strategic move into the health-conscious market by launching a new line of multigrain pasta under its Oleev Kitchen brand. With the growing demand for healthier, nutritious food alternatives, Modi Naturals is positioning itself to capture a larger share of the market, particularly among those looking for high-protein, fibre-rich foods without compromising on taste. The company’s approach comes at a time when consumers are increasingly seeking convenient yet nutritious meal options, and pasta has become a staple in many households across India.

Oleev Kitchen’s Multigrain Pasta Features

The multigrain pasta features a blend of four grains: chickpea, jowar, brown rice, and durum wheat, offering a high-fibre and protein-rich alternative to traditional pasta. By combining these grains, Oleev Kitchen aims to appeal to health-conscious consumers who are often hesitant to try multigrain products due to taste concerns. However, Modi Naturals’ Managing Director, Akshay Modi, noted that through dedicated research and development, they’ve successfully crafted a product that retains the flavour and texture of traditional pasta while delivering added health benefits.

Bollywood actress Chitrangda Singh has been brought on board to promote the new product. Her involvement aims to resonate with consumers looking for healthy eating choices, as she is well-known for maintaining a balanced lifestyle. This partnership is designed to strengthen Oleev Kitchen’s position as a brand that offers nutritious, tasty options without the need for compromise.

Available on Leading Platforms

The pasta is available in two initial stock-keeping units (SKUs): multigrain macaroni (400 grams) and multigrain penne (400 grams). Consumers can purchase the products on popular platforms like Amazon and Modi Naturals’ direct-to-consumer website. Additionally, the brand’s existing ‘Zero Maida’ pasta portfolio, which includes other variants like penne, fusilli, spaghetti, and macaroni, supports its mission to offer healthier, refined flour-free options.

The new pasta is set to elevate Modi Naturals’ position in the competitive health foods segment, particularly as it aligns with the growing demand for clean, healthy eating. The company’s consistent focus on quality, innovation, and product differentiation has positioned it to stand out in India’s saturated food market. With its latest offering, Modi Naturals is further solidifying its place in the health-conscious food products sector.

Expert View: The Demand for Multigrain Foods in India

Industry experts suggest that Modi Naturals’ entry into the multigrain pasta segment could be a game-changer, particularly as the Indian market for health-conscious food products continues to grow. With more consumers becoming aware of the benefits of alternative grains like jowar and chickpea, brands offering innovative products are likely to see significant gains. The partnership with Chitrangda Singh, an actress admired for her healthy lifestyle, aligns well with the brand’s image, making this campaign a strategic move in Modi Naturals’ broader portfolio expansion. The multigrain pasta market is expected to grow as more people shift to nutrient-dense food options, and Modi Naturals’ strong brand reputation could give it a competitive edge.

Modi Naturals’ Broader Strategy

Modi Naturals has made it clear that this launch is part of a larger strategy to expand its product portfolio and tap into newer verticals. In addition to its consumer goods and edible oil sectors, the company is also venturing into ethanol manufacturing, contributing to India’s Ethanol Blended Petrol (EBP) programme. With a state-of-the-art plant in Chhattisgarh, Modi Naturals is diversifying to become a major player across several industries, from health foods to energy solutions.

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