Local companies are gearing up to expand their presence in the international market with millet-based food products. Tata Consumer, in collaboration with Tesco, is set to introduce its Soulfull brand of millet-based cereals in the UK. This move comes as Indian companies seek to seize a global first-mover advantage, particularly following the attention they received at the recently concluded G20 Summit in New Delhi and the United Nations’ declaration of 2023 as the International Year of Millets.
Executives at major firms have expressed their commitment to this endeavor. Suhasini Sampath, co-founder of Yoga Bar, a health food brand backed by ITC, is diversifying into millet-based snack bars, muesli, chocos, and infant foods, known as Yoga Baby. She revealed plans to collaborate with the ITC exports team to expand their presence in the US and UAE, emphasizing their readiness to aggressively pursue international millet markets.
Despite the challenges posed by changing climatic conditions and limited storage and processing facilities domestically, companies are determined to capitalize on this trend. Amul’s Managing Director, Jayen Mehta, shared their intentions to launch millet-based cone ice cream, wafer chocolate, cookies, and bread in approximately 40 countries where they regularly export consumer products. Mehta highlighted the growing global awareness and interest in millet-based products. India, being the world’s largest millet producer and the second-largest exporter of varieties such as jowar, bajra, and ragi, is well-positioned for this expansion.
Marriott International is also joining the millet movement, partnering with ITC Hotels to introduce millet-based bread at select hotels across the Asia-Pacific region, including Japan, South Korea, Australia, and Indonesia. This partnership aims not only to offer millet-based options but also to raise awareness of the health benefits of millets, particularly their suitability for cultivation in challenging climatic conditions.