Page 38 - FMT Dec Web

Interview

ing in my head, the US health and wellness market brand as millets are superfoods. They are super
had just picked up and it was a gut feeling that India healthy; they check most nutrition boxes and they
will pick up as well sooner or later. We were definite- are very good for the environment at the same time.
ly ahead of time as most brands then weren’t health We wanted the consumers to know through the
focused. There was a lot of research and develop- positioning that what they are consuming is no less
ment work that went behind making the products than a superhero.
and ensuring our products were not just healthy but
tasty as well. It has been a long and rewarding jour- MILLEt IS A WhOLE GRAIn, WhICh MAKES
ney for the brand as today we see ourselves estab- thE SIEvInG PROCESS A nECESSARy StAGE
lished in an ever-growing market where health with
taste has more importance than ever.

Why DID yOu ChOOSE tO StARt WIth
RAGI?
Millets are one of the best traditional Indian grains.
Ragi also knows as a super-grain, has proven
qualities to lower cholesterol, manage weight, be
good for diabetics and many more such benefits.
Ragi is a star grain and way more nutritionally
dense than wheat and rice. Interestingly, it takes
3000-5000 litres for 1kg of paddy but only 250-300
litres for Ragi, making it a more sustainable choice.
While Ragi is in great demand around the world,
over the years, the demand for it has dipped in
India. We did a lot of research and development
work on millets and drew up a portfolio with Ragi.
We offer products like Ragi Flakes, that has 100
percent Ragi in them with no fortification.

yOu hAvE ALSO nAMED thE WhOLE
GRAInS unDER thE nAMES OF
SuPERhEROES. WAS It A COnSCIOuS
DECISIOn tO POSItIOn yOuR bRAnD?
Yes, it was a conscious decision to position the

Food Marketing & Technology 38 December 2020