By Prashant Parameswaran
Millets, once a staple in Indian diets, had fallen out of favour with the rise of more popular grains like rice and wheat. However, recent trends indicate a significant resurgence of these nutrient-dense grains, largely driven by the efforts of Fast-Moving Consumer Goods (FMCG) companies. As the Indian breakfast and snacking market continues to evolve, FMCG brands are playing a crucial role in reintroducing millets to modern consumers, highlighting their health benefits and versatility.
Historical Context and Nutritional Benefits
Millets, including varieties such as pearl millet (bajra), finger millet (ragi), and sorghum (jowar), have been cultivated in India for thousands of years. These grains are well-suited to the country’s semi-arid regions, requiring less water and being more resistant to pests and diseases compared to other staple crops. Nutritionally, millets are rich in fibre, proteins, essential vitamins, and minerals. They are also gluten-free, making them an excellent choice for individuals with gluten intolerance.
Despite these advantages, the Green Revolution of the 1960s led to the widespread adoption of high-yield varieties of rice and wheat, which overshadowed traditional millets. This shift contributed to a decline in millet consumption, impacting both agricultural diversity and dietary health.
The FMCG Industry’s Intervention
Recognizing the growing consumer demand for healthier and more sustainable food options, FMCG companies have started to innovate and market millet-based products. This intervention is crucial for several reasons:
- Product Innovation and Variety: FMCG brands are introducing a wide range of millet-based products, from breakfast cereals and snack bars to ready-to-eat meals and baked goods. This variety caters to diverse consumer preferences, making millet easier to incorporate into their daily diets.
- Convenience and Accessibility: One of the barriers to millet consumption has been the perception that they are difficult to cook and less convenient than other grains. FMCG companies are addressing this by creating ready-to-eat or easy-to-prepare millet products that fit seamlessly into busy lifestyles. These products are widely available increasing their accessibility to a broader audience.
- Health and Wellness Marketing: Leveraging the growing health consciousness among consumers, FMCG brands are actively marketing the health benefits of millets. Packaging often highlights their high fibre content, low glycemic index, and rich nutritional profile, appealing to health-conscious buyers. Celebrity endorsements and social media campaigns further amplify these messages, educating consumers about the benefits of including millet in their diets.
- Sustainable Sourcing and Fair Trade Practices: With an increasing focus on sustainability, many FMCG companies are sourcing millets from local farmers, promoting fair trade practices. This not only supports the livelihoods of small-scale farmers but also encourages the cultivation of millets, contributing to agricultural diversity and environmental sustainability.
Impact on the Market and Consumer Behavior
The efforts of FMCG companies have had a noticeable impact on the Indian breakfast and snacking market. There has been a steady increase in the availability and variety of millet-based products, and consumer acceptance is growing. According to market research, the demand for healthy snacks and breakfast options is on the rise, and millet-based products are well-positioned to capture a significant share of this market.
Consumers are becoming more adventurous with their food choices, driven by a combination of health concerns and curiosity about traditional grains. The versatility of millets allows them to be used in various culinary applications, from traditional dishes like ragi dosa and bajra roti to modern innovations like millet granola and energy bars.
Continuous innovation and consumer education are essential. FMCG companies need to invest in research and development to improve the taste and texture of millet-based products and find cost-effective production methods. Collaborating with nutritionists, chefs, and food influencers can also help in creating appealing recipes and increasing consumer acceptance.
The role of FMCG companies in promoting millet in India’s breakfast and snacking market is pivotal. By innovating product offerings, ensuring convenience and accessibility, marketing health benefits, and supporting sustainable practices, these companies are driving the resurgence of millets. This not only benefits consumers by providing healthier food options but also supports sustainable agriculture and rural livelihoods. As consumer preferences continue to evolve, the future looks promising for millets, with FMCG brands leading the way in their revival.
(Prashant Parameswaran is the MD and CEO of Tata Soulfull)
(Disclaimer: Views expressed are personal and do not reflect the official position or policy of Financial Express Online. Reproducing this content without permission is prohibited.)