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Marico’s Failed Saffola Snacks Launch Shapes Oats Strategy
Marico once launched baked snacks under its Saffola brand.
The company thought people would buy them mainly because they were healthier.
The snacks did not succeed because Marico focused too much on health and not enough on taste.
Harsh Mariwala said snack buyers need to enjoy a product before buying it again.
Marico remembered this when it developed oats products.
Research showed that many Indian consumers preferred savoury oats instead of sweet oats.
It also showed that people in different parts of India liked different flavours.
The company created options such as a Pongal flavour for Tamil Nadu and spicier versions for other markets.
Mariwala said businesses should let teams try thoughtful experiments while distinguishing failure from poor execution.
Marico Chairman Harsh Mariwala said a failed Saffola baked-snacks launch taught the company to prioritize taste alongside health.
The company believed Saffola’s health association would support healthier snacks, but the product did not succeed.
Marico concluded consumers may value health benefits in snacks but return only when they enjoy the taste.
Research for oats found Indian consumers preferred savoury breakfasts and had different regional flavour preferences.
This learning helped shape Saffola Masala Oats, which Mariwala said holds an 80% market share in its category.
- Who
- Marico Chairman Harsh Mariwala and Marico.
- What
- Marico reflected on the failure of Saffola baked snacks and how it influenced the development of Saffola Masala Oats.
- Where
- The product and consumer research concerned the Indian market, including Tamil Nadu and other Indian markets.
- When
- Mariwala shared the account on September 28, 2026.
- Why
- The baked snacks failed after Marico emphasized Saffola’s health positioning more than taste; the lesson guided later product development.
Key facts
- Company
- Marico
- Chairman
- Harsh Mariwala
- Failed product
- Baked snacks launched under Saffola
- Main lesson
- Health positioning is not enough in snacking; consumers must also enjoy the taste.
- Consumer preference
- Marico’s research found that Indian consumers preferred savoury breakfasts.
- Regional adaptation
- Marico developed a Pongal variant for Tamil Nadu and spicier options for other markets.
- Reported market share
- Mariwala said the masala oats category had an 80% market share for Saffola Masala Oats.
Quotes
Harsh Mariwala
Marico chairman discussing the company’s failed Saffola baked snacks launch
“We had launched baked snacks under Saffola. We believed there was an opportunity for a healthier snack and, given Saffola’s association with health, it seemed like a good fit.”
businesstoday.in
“When we went back to understand why, we realised we had focused too much on health because it was under brand ‘Saffola’ as it stands good for health and not enough on taste”
businesstoday.in
Sources
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