Backed by PM Modi’s global advocacy, embraced by FMCG giants, and energized by Shark Tank startups, millet-based foods are redefining India’s food future with sustainability, nutrition, and taste.
Why Millets Matter Again
Long sidelined by rice and wheat, millets like ragi, bajra, jowar, and foxtail millet are nutrient-rich, climate-resilient grains:
FMCG Giants Championing Millets
Leading FMCG players have recognized India’s growing health-conscious consumer base and are reintroducing millets innovatively:
Tata Soulfull (Tata Consumer Products):
- Offers millet muesli, ragi bites, millet-based snacks, ready-to-cook products
- Affordable SKUs starting from ₹5–₹15 targeting children and working professionals
ITC, Britannia, HUL, Nestlé, and PepsiCo:
- Launching millet breakfast cereals, multigrain biscuits, ready-to-eat snacks, and baby foods
- Example: Britannia’s millet-based biscuits, ITC’s millet khichdi mixes
Organic Brands:
- 24 Mantra Organic, Conscious Food, Just Organik offering millet flours, semolina, and flakes
These initiatives reflect a strategic shift toward sustainability, health, and local sourcing.
Millet Startups Winning Investor Interest
The millet wave isn’t limited to corporates; startups are innovating with millet snacks, beverages, and ready-to-eat options, catching investor eyes on platforms like Shark Tank India.
Millet Amma (Shark Tank Season 3):
- Founded by Ruchika & Ajay Bhuwalka
- Pitched for ₹1 crore for 3% equity
EatBetter (Shark Tank Season 4):
- A millet-based healthy snacking brand
- Secured a deal of ₹50 lakhs for 0.5% equity plus royalty
- Highlights growing VC interest in millet-led health snacks
Beyond Shark Tank, startups like Slurrp Farm, Troo Good, and Wholsum Foods are innovating millet cookies, pancakes, millet milk, and kids’ snacks, making millets cool for urban India.
PM Modi’s Global Millet Diplomacy
Prime Minister Narendra Modi has been instrumental in India’s millet comeback:
Millets are now part of India’s agri-diplomacy, aligning health, sustainability, and farmer welfare with India’s G20 and climate goals.
Millet Innovations on Your Plate
From traditional ragi mudde and bajra roti to millet pasta, noodles, cookies, and ready-to-eat khichdi, millets have transformed from rural staples to urban superfoods.
India’s Millet Export and Global Markets
- Sangrur farmers are exporting millet-based ready-to-eat foods to Canada for health-conscious diaspora customers.
- Manila’s international food festival featured Indian millet crisps and puddings.
This signals India’s millet mission going global, creating export avenues for rural entrepreneurs and SHGs (Self-Help Groups).
✅ Summary Snapshot
| Category | Highlights |
|---|---|
| FMCG Giants | Tata Soulfull, Britannia, ITC, Nestlé, HUL, PepsiCo innovating millet products |
| Startups | Millet Amma, EatBetter, Slurrp Farm driving millet innovation |
| PM Modi Support | IYM 2023, G20 millet diplomacy, climate-smart farming push |
| Health Benefits | High fiber, gluten-free, diabetic-friendly |
| Climate Impact | Low water, low input, supports sustainable agriculture |
Frequently Asked Questions
Why are millets making a comeback in India?
Millets are nutritious, climate-resilient, and eco-friendly grains, fitting India’s health and sustainability goals.
Which FMCG companies are focusing on millets?
Tata Soulfull, Britannia, ITC, HUL, Nestlé, PepsiCo, and organic brands like 24 Mantra are actively investing in millet-based products.
Which millet startups appeared on Shark Tank India?
Millet Amma (Season 3) and EatBetter (Season 4) showcased millet innovations, with EatBetter securing investment.
How has PM Modi supported millets?
By declaring 2023 the International Year of Millets, promoting them at global summits, and emphasizing their health and climate benefits in national speeches.
Are millets gluten-free?
Yes, millets are naturally gluten-free, making them suitable for gluten-intolerant diets.
Final Thoughts: Millets – India’s Grain of the Future
It’s a movement toward climate-smart nutrition, farmer welfare, and sustainable living.
Additional Resources:
- PM Modi’s Speech at Global Millets Conference
- Tata Soulfull Millet Product Range
- Millet Amma
- EatBetter Shark Tank Pitch
FOR MORE BLOGS – beyondthepunchlines.com
Author: Team BTP
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