Marico's Saffola brand has overtaken Quaker oats as the leading brand in the Indian oats category. Saffola's strategy of introducing a savory version of oats, catering to Indian taste preferences, has helped it secure a market share of 42%, compared to Quaker's 34%. Saffola's range of plain and masala oats has expanded the snacking options beyond breakfast, while Quaker remains focused on oats as a breakfast menu item. Marico has also introduced millets in its oats range to offer healthier options.