Once confined to health aisles, millets have now stormed India’s snacking shelves, with FMCG giants, global MNCs, and startups racing to launch nutrient-rich twists on familiar formats. From ragi crisps and foxtail millet nachos to Choco-millet bars, the “millet mania” is reshaping the packaged food market, offering consumers healthier yet indulgent options.
PepsiCo India’s homegrown brand Kurkure, marking its 25th year, has entered the millet snacking category with Kurkure Jowar Puffs. “By bringing together the power of millets with the chatpata taste Kurkure is loved for, we are addressing emerging consumer preferences while reinforcing our commitment to innovations that are proudly ‘Made in India’, for India,” said Saakshi Verma Menon, CMO, Foods, PepsiCo India.
ITC, too, is doubling down with its Mission Millets portfolio spanning atta, cookies, noodles, and snacks, aligning with its broader ‘Help India Eat Better’ nutrition strategy. “There has been a notable increase in consumption as millet-based products are now readily available in convenient formats across e-commerce and quick commerce platforms,” said Hemant Malik, Executive Director, ITC.
Startups are playing an equally pivotal role. Wholsum Foods (Slurrp Farm & Mille) is expanding its millet-led product range, with co-founder Meghana Narayan noting strong demand from digital-first consumers actively seeking healthier choices.
Industry experts see this shift as more than a trend. “As value growth in the FMCG sector returned in 2024-25, with rural markets even outpacing urban growth, newer categories like millets benefited from increased consumer willingness to try better-for-you alternatives. Today, these are embedded in mass formats and quick-service restaurants,” said Chirag Jain, Partner and Food Processing Industry Leader at Grant Thornton Bharat.
The millet wave comes at a time when India’s packaged food market is battling sluggish overall growth. Constant innovation and product diversification have become crucial levers for FMCG players to sustain momentum. With rural demand rising and digital platforms fueling awareness, millet snacks are moving decisively from niche to mass consumption.
As ITC, PepsiCo, and startups like Wholsum Foods scale up their millet innovations, industry insiders believe this could mark a new chapter for India’s snacking industry—one where traditional grains meet modern formats to win over both health-conscious and indulgent consumers.