Ganesh Consumer Products Limited has rolled out a new marketing initiative titled ‘Taste of Purity’ to strengthen the market position of its flagship Sooji and Maida across East India. The campaign, which will run through February 2026, targets families—especially mothers and homemakers—by linking purity in ingredients with better taste and everyday happiness. The campaign’s core message, “Purity ka aisa taste ki jo khaye wo udd jaye,” focuses on the lived experience of purity rather than only hygiene claims. Ganesh said the idea is to show how superior ingredients translate into lighter, tastier dishes that bring joy to the whole family. The initiative will be active across West Bengal, Jharkhand, Odisha, Assam and Bihar.
Backing the emotional narrative is a strong focus on product quality. The company highlighted its use of advanced Colour Sorter Technology to ensure uniform, impurity-free grains, blending modern quality checks with the trust of a legacy brand established in 1936. Commenting on the launch, Nitesh Kumar Pandey, Senior Manager–Marketing, said the campaign connects technology with emotion, assuring consumers that better taste comes from strict purity standards.
As Ganesh Consumer Products is headquartered in Kolkata, the city remains a key focus for the campaign. With high winter demand for Sooji- and Maida-based foods, Kolkata’s middle and upper-middle households continue to be a strong consumption base, reinforcing Ganesh’s position as a trusted kitchen staple. Ganesh Consumer Products, led by Managing Director Manish Mimani, is a leading FMCG player in East India and a market leader in wheat-based derivatives in the region.