How Amul, Tata Consumer, Marriott & ITC-backed Yoga Bar aim to take millets-based foods overseas – Times of India

by The Technical Blogs


Indian companies are seizing the opportunity to introduce millet-based products to global markets, capitalizing on their recent prominence at the G20 Summit in New Delhi and the United Nations’ recognition of 2023 as the International Year of Millets, top executives from prominent firms told ET.
Companies are venturing into this domain despite challenges in millet cultivation due to changing climates and the limited domestic infrastructure for storage and processing.
Suhasini Sampath, co-founder of the ITC-supported health foods brand Yoga Bar, known for its millet-based snack bars, muesli, chocos, and infant foods under the Yoga Baby label, revealed that they are working closely with the ITC exports team to expand their product presence in the United States (US) and the United Arab Emirates (UAE). Suhasini Sampath told ET that with trademark preparations in foreign markets in place, the aim is to aggressively take millets overseas.
Jayen Mehta, Managing Director of Amul, disclosed plans to introduce millet-based cone ice-cream, wafer chocolate, cookies, and bread in about 40 countries where their consumer products are regularly exported. Mehta told ET that this expansion is in response to the growing global interest in millet-based goods.
India is the world’s largest millet producer and second-largest exporter of varieties like jowar, bajra, and ragi.
Tata Consumer, in collaboration with Tesco, is set to bring its Soulfull brand of millet-based cereals to the United Kingdom (UK).
Marriott International has forged a partnership with ITC Hotels to introduce a range of millet-based bread in select hotels across the Asia-Pacific region, encompassing nations such as Japan, South Korea, Australia, and Indonesia.
Ranju Alex, Area Vice President of South Asia at Marriott International, affirmed that this collaboration aims to boost awareness of the health benefits of millets.
At the recent President’s dinner hosted as a part of the G20 Summit, guests were served dishes made from millets. According to a recent report by the International Market Analysis Research and Consulting Group (IMARC Group), the global millet market size reached $12.33 billion in 2022.


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