Once overlooked, millets are now reclaiming their place as a vital component of healthy and sustainable diets across India. Known for their exceptional nutritional value and low environmental impact, these ancient grains are becoming staples once again, with brands like (TOW) leading the charge in making millets more accessible and desirable for modern consumers.
At The Organic World, the journey with millets started with traditional whole grains such as ragi, bajra, barnyard millet, and kodo millet. As awareness of the health benefits of millets grew, so too did the demand for these nutritious grains. This inspired the brand to innovate and introduce flour-based options, ready-to-cook meals, and even millet-infused snacks, pastas, and breakfast cereals. Today, The Organic World라이브 바카라 millet range caters to a wide spectrum of needs—from traditional cooking options to time-pressed urban household needs.
“The response to our millet-based products has been extremely encouraging,” says Gaurav Manchanda, Founder & Director of The Organic World, part of the Bengaluru-based Nimida Group and India라이브 바카라 leading responsible retailer known for its health-focused, clean-label products. “Health-conscious consumers are increasingly seeking out millets for their nutritional value and sustainability. While the initial focus was on whole grains, feedback from our customers pushed us to diversify into more convenient, ready-to-use options, making millets accessible to everyone. Currently, millet products contribute around 4–6% of our sales, and we aim to significantly increase this share. We are confident that with growing awareness and an expanded product range, millets can become a staple in households across India.”
Despite positive customer response, a key challenge has been the knowledge gap in cooking with millets. To address this, The Organic World has introduced educational initiatives such as workshops, recipe guides, and collaborations with nutritionists to help customers integrate millets into their meals. These efforts have not only driven sales but also fostered customer confidence in adopting millets as a regular part of their diet. Manchanda highlights the impact of such consumer-based efforts, saying, “Our customers’ feedback has been invaluable. It has driven us to innovate and simplify millet consumption. We’re not just providing products; we’re enabling a healthier lifestyle while also contributing to environmental sustainability.”
While urban markets have embraced millets, Tier II and III cities face barriers of price sensitivity and awareness. To address this, The Organic World launched targeted campaigns like “Celebrate the Good Grain,” featuring workshops, nutritionist collaborations, and recipe guides to raise awareness and attract first-time buyers. Competitive pricing and discounts have further bridged the affordability gap, making millets more accessible across Tier II and Tier III cities, as well as diverse demographics.
On the supply side, the brand has established partnerships with local millet farmers, ensuring a steady and sustainable source for their products. However, Manchanda acknowledges that demand generation remains a crucial focus area. Many consumers still perceive millets as niche or difficult to use, and addressing these perceptions is central to the brand's strategy.
Looking ahead to cater to the growing consumer demands, The Organic World is expanding its millet-based offerings with products like millet cookies, ready-to-fry snacks, health drinks, and quick-cook options such as soups and pancakes. This broadened range aims to position millets as a versatile household staple, catering to both traditional and modern culinary preferences.
“Millets are not just a food trend; they are a solution to some of the most significant health and environmental challenges of our time,” says Manchanda. “At The Organic World, we see ourselves as retailers who are responsible for this change, bringing millets back to the forefront and ensuring they are an integral part of everyday life.”
As awareness around millets continues to grow, driven by both government initiatives and consumer advocacy, brands like The Organic World are pivotal in shaping the narrative. With a focus on innovation, education, and sustainability, they are ensuring that millets receive the recognition- as the good grain for a better tomorrow. By offering affordable, innovative, and authentic products, The Organic World makes it easy for consumers to incorporate this nutritious grain into daily life.
