– From Ancient Fields to Global Markets
Millets, often referred to as “coarse grains” in the past, are today enjoying a remarkable revival. Once sidelined by the Green Revolution’s emphasis on rice and wheat, millets are now being rebranded as “Shree Anna” (holy grains) in India and celebrated globally for their nutritional richness and climate resilience.
But this revival isn’t only about food traditions or health movements — it is also an economic and policy story. From farmer incentives to government-led missions, from startups to exports, millets are becoming the next big thing in agribusiness and food entrepreneurship.
The Shree Anna Mission – India’s Push for Millet Renaissance
In 2023, the United Nations declared the International Year of Millets (IYoM 2023), with India leading the global campaign. Seizing the moment, the Government of India launched the “Shree Anna Mission”, positioning millets as a solution to food security, nutrition, and farmer welfare.
Objectives of the Mission:
- Increase Millet Production – Encourage cultivation across drought-prone and rain-fed areas.
- Promote Millets in Diets – Introduce millets in midday meals, army rations, and public nutrition schemes.
- Boost Farmer Incomes – Create market linkages and premium pricing opportunities.
- Global Leadership – Position India as the hub for millet exports.
The mission has integrated millets into the National Food Security Mission (NFSM), with funds allocated for awareness campaigns, seed distribution, and farmer training.
By renaming millets as “Shree Anna”, the government reframed their cultural image — from “poor man’s food” to superfoods of the future.
Farmer Incentives – Making Millets Profitable Again
For decades, farmers avoided millets because rice and wheat were supported by minimum support prices (MSP), subsidies, and assured procurement. Millets, on the other hand, lacked government backing and were less profitable.
Now, policy reforms aim to reverse that trend.
Key Farmer Incentives:
- Inclusion in MSP Framework: Crops like jowar, bajra, and ragi are now under MSP, ensuring fair returns.
- Seed Subsidies and Training: Farmers receive improved millet seeds and training in modern farming techniques.
- Integration in PDS: The Public Distribution System (ration shops) now distributes millet-based grains in some states.
- Crop Diversification Schemes: Farmers are encouraged to switch from water-intensive rice to millets in dry zones.
- Soil and Water Benefits: Since millets need less water and fertilizer, farmers save on input costs.
State-Level Initiatives:
- Karnataka – Pioneer in millet promotion, hosting the annual “Organics & Millets International Trade Fair.”
- Odisha & Chhattisgarh – Support tribal communities with millet-based livelihood programs.
- Rajasthan & Gujarat – Expanding bajra cultivation with export focus.
These incentives have made millet farming more attractive, ensuring that farmers see economic viability alongside cultural pride.
Millet Startups – Innovation Driving Growth
India has seen a surge of millet-based startups, riding the wave of health-conscious consumers and global demand for gluten-free foods.
Popular Millet Startups in India:
- Slurrp Farm – Millet-based snacks, breakfast cereals, and ready-to-cook mixes for children and families.
- Millet Amma – Organic millet products ranging from flours to instant meals.
- Soulfull (acquired by Tata Consumer) – Millet-based breakfast cereals and drinks.
- Kiru & Millet Marvels – Brands focused on millet pasta, noodles, cookies, and value-added foods.
Why Startups are Thriving:
- Changing Consumer Trends – Rising demand for healthy, gluten-free, and sustainable food.
- Government Support – Millet startups receive funding under Startup India, FPO schemes, and agri-innovation incubators.
- Urban Markets – Millennials and Gen Z consumers see millets as both healthy and trendy.
- Export Opportunities – Startups export millet-based products to the US, Europe, and Middle East markets.
The rise of these startups shows how millets are not just farm produce but entrepreneurial opportunities spanning packaged foods, beverages, and even fine dining menus.
Millets as an Export Commodity – India Leading the Way
India is the world’s largest producer of millets, accounting for about 41% of global production. Yet, until recently, millets were primarily consumed domestically. With rising international demand, India is now positioning itself as the global supplier of millets.
Key Export Data:
- Major exporters: India, Nigeria, Niger, China.
- Indian millet exports go to UAE, Saudi Arabia, Nepal, the US, and European Union countries.
- In FY 2022–23, India’s millet exports crossed $75 million, and the figure is expected to double by 2025.
Why Millets Appeal Globally:
- Gluten-Free Diets – Huge demand in Europe and the US.
- Vegan and Plant-Based Movements – Millets align with sustainability-conscious diets.
- African and Middle-Eastern Connections – Traditional demand in diaspora communities.
The Indian government is also branding millets in global expos, trade fairs, and through tie-ups with hotels and airlines. By positioning millets as premium health foods, India is capturing value beyond raw grain exports.
Market Trends in Millet-Based Packaged Foods
The global packaged food industry is now embracing millets.
Indian Market Growth:
The Indian millet-based food market is projected to grow at CAGR 8–10% through 2030. Urban supermarkets and online platforms are flooded with millet products — from ragi noodles and jowar chips to millet cookies, protein bars, and craft beers.
Global Market Trends:
- US and Europe: Health food chains stock millet flour, puffed millet cereals, and energy bars.
- Japan & Korea: Incorporating millets in noodles and beverages.
- Middle East: Millet breads and porridges reintroduced as part of health movements.
Packaged Food Innovations:
- Breakfast Cereals – Millet flakes, porridge mixes, granola.
- Snacks – Chips, khakhras, puffs, crackers.
- Bakery – Millet-based bread, cookies, brownies.
- Beverages – Millet milk, millet smoothies, millet beer.
Startups and FMCG giants (like Tata, ITC, Britannia) are entering the millet market aggressively, creating a multi-billion-dollar opportunity.
Challenges and Opportunities
Despite the boom, the millet economy faces challenges:
- Awareness Gap – Many urban consumers still see millets as “traditional” or unfamiliar.
- Supply Chain Issues – Need for better storage and processing facilities.
- Price Competitiveness – Millet-based packaged foods are often more expensive than rice/wheat products.
- Farmer Transition – Farmers require confidence in markets before shifting from rice/wheat.
But the opportunities outweigh challenges:
- Millets are being integrated into government schemes, restaurants, exports, and global health food chains.
- With climate change threatening agriculture, millets may emerge as the food of the future.
Conclusion – Millets as India’s Super Grain Economy
What was once dismissed as “poor man’s food” has now become India’s global economic opportunity. Through the Shree Anna Mission, farmer incentives, and the rise of startups, millets are being repositioned as premium, healthy, and sustainable grains.
India, already the largest producer, is set to become the largest exporter of millets, transforming them into a multi-billion-dollar industry. Packaged food innovations, startup growth, and global recognition ensure that millets are no longer just crops of the past but superfoods of the future.
As farmers return to millet fields, entrepreneurs to millet kitchens, and global consumers to millet diets, one thing is clear: millets are not only food — they are economy, policy, culture, and sustainability rolled into a single grain.