Feisty Indian entrepreneurs impart desirable twist to humble cereal in international year of millets 2023

The driving force of millets consumption is nutrition and healthy option, but entrepreneurs reveal the challenges of persuading consumers to pay for a cereal that is not as easy on the palate as rice or wheat

India is a nation of rice eaters, and those who do not eat rice, prefer wheat. That was the general perception, and our reputation overseas, until the government of India discovered the health benefits of millets. Since then, the food menu in some parts of the country has been witnessing a change that could eventually push rice and wheat to the edge of our plate.

The government is so convinced of the benefits – in terms of health, nutrition, cultivation and environment - of the crop that the United Nations was persuaded to declare 2023 as the International Year of Millets.

The story gets even more interesting. Even though a minimum support price is announced every year, some farmers prefer to sell their crop in the open market. The crop is being purchased directly from farmers by entrepreneurs.

The challenging part here is that entrepreneurs have to come up with consumer-friendly products because millets are not as friendly to the palate as rice and wheat.

Yet, something is driving more and more entrepreneurs to take up this challenge.

One such entrepreneur is Meghana Narayan, based in Delhi, who had grown up eating ragi (finger millet). “I grew up in Bengaluru. I used to swim competitively.”

There is a huge difference in the physique of an average person and a sportsperson. You need a much stronger physique and a lot of stamina to be able to compete with the best. Achieving this physique and stamina necessitates higher intake of food. Not just any food, but nutritious food that strengthens your body and improves stamina.