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[India] Snacks made with millet, a superfood native to India, are popular among health-conscious people

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MUNCH FIT, a snack brand using millet as an ingredient, is popular among health-conscious consumers.

Magnum Food and Snacks in New Delhi launched a millet-based snack brand called "MUNCH FIT" in early 2022, which is gaining popularity among Indians. MUNCH FIT" is made entirely from millet, which is considered a superfood and has high nutritional value, including protein, fiber, and calcium. The product is available in six varieties, including millet balls and sticks, in a variety of flavors such as tomato and garlic, and is priced at INR90 (less than 150 yen) per 100 g. The price per 100 g of regular potato chips is about the same as INR90 (less than 150 yen) per 100 g of potato chips. Since regular potato chips cost INR 50 (80 yen) per 100 g, the main buyers are the affluent and health-conscious. These products feature all-natural ingredients with no additives or preservatives, and are completely gluten-free. The crunchy texture makes them enjoyable as a snack, and their high nutrient content makes them an acceptable product for all age groups, making them a health-conscious product for tea time, parties, and snacking.

Increasing number of millet-related products and menus in upscale supermarkets and vegan cafes

Millet is high in nutritional value, lowers blood sugar, and has attracted the attention of health-conscious and diet-conscious people in response to the growing health consciousness caused by the Corona disaster. Various types of grain flours and grains are also used in Indian local cuisine, and Indian-made sorghum flour is now sold in high-end supermarkets frequented by wealthy people and foreigners, and vegan cafes are increasingly using sorghum flour in their menus. India is the world's largest producer of millet, but low income and changing consumer needs have led to a decline in cultivation areas. The Indian government is taking measures to address this situation by providing financial support to farmers and technical assistance for cultivation, and companies that link farmers and businesses are also emerging. Furthermore, millet is being used as a method of social advancement for women, such as by employing women in rural areas, and awareness of millet is being raised throughout the country.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

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  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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  • Jul 08, 2022
  • 1604 Views

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