Packaged food firms bet on millet snacks and mindful eating

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India’s packaged food market is undergoing a transformation as companies respond to changing consumer appetites. From ragi crisps and foxtail millet nachos to millet-based chocolate bars, both multinationals and domestic startups are pushing a wave of innovation that blends nutrition with indulgence.

Kurkure, marking its 25th year, has announced a millet-based extension with Jowar Puffs. “We are bringing together the power of millets with the taste Kurkure is known for, addressing new preferences while reinforcing our commitment to innovations made in India, for India,” said Saakshi Verma Menon, chief marketing officer for foods at PepsiCo India.

Industry leaders note the speed of change. Two years ago, millet foods were largely confined to health aisles; today, they feature in mass formats and quick-service menus. Rural growth is outpacing urban demand, broadening adoption. “As value growth returned in FMCG, newer categories like millets benefited from rising willingness to try healthier alternatives,” said Chirag Jain of Grant Thornton Bharat.

For ITC, the Mission Millets range — spanning atta, cookies, noodles and snacks — is part of its “Help India Eat Better” strategy. Executive director Hemant Malik said demand has risen as these products become more accessible via e-commerce and quick commerce.

Startups are also riding the trend. Wholsum Foods, maker of Slurrp Farm and Mille, reports strong traction among digital-first buyers. “Consumers are actively seeking better nutrition, and millets remain central to our approach,” co-founder Meghana Narayan said.

This convergence of traditional grains and modern marketing signals a wider shift: India’s snack culture is moving beyond salt and spice to include nutrition, heritage and convenience — all in one bite.