True Elements, the clean-label brand from Marico Limited, has launched a festive activation in Kolkata featuring a 12-15-foot Giant Jhalmuri Cone installation across pandals to promote its Millet Namkeen range under the campaign “NamkeenItna Clean, Rukna Namumkin!”.
The installation celebrates Kolkata’s iconic street-snacking culture and includes a live serving counter where pandal-hoppers can sample the brand’s Millet Namkeen in Garlic Zing and Pudina Punch variants. The initiative seeks to combine traditional Indian flavours with contemporary snacking preferences.
Ishita Sharma, CEO of True Elements, said Kolkata’s Pujo celebrations provided an ideal platform for the brand’s “Muri Meets Millet” concept, bringing the goodness of millets to familiar flavours. She added that consumers should not have to choose between taste and better ingredients.
The Millet Namkeen range contains 64% multigrains, including 15% nuts, seeds and raisins, and provides 15g of protein per 100g. The products are baked rather than fried and contain no palm oil or added colours.
In Kolkata, the activation allows True Elements to engage directly with consumers during one of the city’s biggest festive seasons. By integrating product sampling with the familiar jhalmuri experience, the brand aims to strengthen awareness of millet-based snacks and position them as an alternative to conventional namkeen.