The Indian government plans to promote millets as a ‘superfood’ in 2023, and the United Nations has declared it as the ‘International Year of Millets.’ As a result, companies operating in the FMCG space are also expanding their millet-based product portfolio. ITC, Adani Wilmar, Tata, and others have introduced a range of millet-based products. However, the market for millets is still developing, and companies are still trying to identify various ways to crack it. To make millets mainstream, they have to be brought to the consumer in modern and relevant formats. Ready-to-eat millet products like puffs, biscuits, and chips must prioritize taste, with health benefits as secondary. Companies are introducing products that combine the nutritional benefits that millets bring in with good taste. Millets are a comparatively expensive ingredient, and it is difficult to make them affordable and accessible to consumers across the country. Companies are therefore launching products at the magic price points of Rs 10 and Rs 15 to make them more affordable. For both the brands – Tata Soulfull and True Elements – developing children-oriented products is the best bet at the moment. These types of products are also focused upon by startup Slurrp Farm. The category that has done well for Slurrp Farm is breakfast for kids. Pancakes, dosas, and cereals have done well for them. Healthy noodles have also done well, and they plan on expanding their reach with these products.
