Ancient khapli wheat, once on the brink of extinction, is witnessing a strong revival as health-conscious urban consumers increasingly turn to functional foods to manage lifestyle diseases. The heirloom grain, also known as emmer wheat, is now selling at up to five times the price of regular atta, reflecting both rising demand and its premium positioning.
Over the past two years, more than a dozen brands—including ITC, Urban Platter, Anveshan, GirOrganic, Satvyk, Conscious Food and Amala Earth—along with regional millers, have entered the khapli atta segment. Compared to modern wheat, khapli is richer in fibre and protein and has a lower glycemic index, allowing for a slower release of glucose into the bloodstream, making it popular among consumers managing diabetes and obesity.
Industry estimates suggest that while regular atta sales are growing at 8–9% annually and high-protein variants at 15–18%, khapli atta is expanding at nearly five times the pace of the overall category. However, its high price—ranging from three to five times that of regular flour—remains a key barrier to wider adoption.
Regular wheat flour typically retails at around ₹50 per kg, while ITC’s khapli atta is priced at about ₹159 per kg. Premium organic players such as Two Brothers Organic Farms sell khapli flour at nearly ₹250 per kg, with the company reporting a seven- to eight-fold jump in sales over the past two years.
Experts note that demand is largely concentrated among affluent consumers in major cities and premium hospitality segments. Khapli is also attracting consumers who have tried millets but are unwilling to give up wheat entirely, opting instead for khapli rotis as a healthier alternative.
Meanwhile, seed companies are exploring ways to improve khapli yields, which remain significantly lower than modern wheat. Scientists caution, however, that increasing yields could alter the grain’s nutritional profile, underscoring the need for further research into preserving its inherent health benefits.