Kerala is the main market for oats the product manufactured by Britannia Industries Ltd. 
Kerala is the biggest market for oats since people here are more health-conscious.
Another reason for the high consumption is the high incidence of diabetes and heart diseases in the State.
        The cultural habit of eating rice gruel and ragi for health reasons has added to the popularity of oats here.
They are concentrating mainly south India which is going ti make up 80 per cent of the oats market in the country, with a 13 per cent contribution from Kerala.
        Healthy Start was test-launched in Mumbai in February last year and was followed by an official launch in Tamil Nadu. Kerala is the second market after Tamil Nadu to launch the product.
The company is planning promotional schemes by offering trail-marketing of product in the State.
      For the convenience of consumers, the product will also be available in single-serve sachets at Rs 10 each at all modern retail and grocery stores in the State.
     Referring to the biscuit market,  there has been a good response to the ragi and oats biscuits introduced recently in the State.
The biscuit market in the country is estimated at Rs 15,000 crore, more than half of which is dominated by Britannia.
The company has got a market share of more than 50 per cent in Kerala.
Key Word:Diabeticians Diet