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Companies had ventured into the market following the government's nudge on increasing millet consumption. Sales, however, have been sluggish due to the consumer perception that these products are not tasty and are priced high, apart from the difficulty in adding millets as ingredients in existing items - as it changes flavour - and low shelf life.
The market size of the FMCG segment by 2030 is estimated at over `21 trillion. Experts indicate that consumption rises at a much faster pace when per capita incomes cross $4,000, as is expected in India by 2030. There is today an increasing consumer preference for trusted brands, convenience, offerings in health and wellness as well as premium products. In 2024, a rising Bharat with unbounded aspirations, the massification of digital access and democratisation of premiumisation will further broaden opportunities for the FMCG sector.
Mission Millets is not just a campaign; it's a promise for a healthier India. Through this campaign, ITC aims to integrate the versatility of millet and the array of benefits it provides into our everyday lives.
The resurgence of millets is not a mere trend; it's a movement towards a healthier, more sustainable future. Whether you're a conscious eater, food enthusiast, or farmer, you can participate in this millet revolution.
India News: NEW DELHI: The world’s largest hotel chain — Marriott International — will serve at some of its properties globally millet-based dishes from the menu .