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LATEST NEWS UPDATES | Rising urban consumption revives ragi crop production -Soumya Gupta

Rising urban consumption revives ragi crop production -Soumya Gupta

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published Published on Mar 14, 2017   modified Modified on Mar 14, 2017
-Livemint.com

Major consumer goods players have caught on to the emergence of ragi as an alternative food, triggering production of the millet crop in India

New Delhi:
Just like the humble quinoa, which has risen to global prominence as a ‘super food’, ragi or finger millet was once a subsistence crop—a poor man’s staple.

For the last four years or so, all that has changed.

“Demand for ragi has come back as people are going back to the past, to explore ancient remedies and an older way of life,” said Prashant Parameswaran, managing director of Bengaluru-based Kottaram Agro Foods Pvt. Ltd. His firm runs Soulfull, a brand of ragi-based breakfast cereals that include chocolate-filled cereals, millet muesli, ragi flakes and a masala ragi-oats meal.

Soulfull, introduced in 2012 in Bengaluru, is now sold in Mumbai, Delhi-NCR, Pune, Hyderabad, Kolkata and Kerala. “Even in smaller towns, ragi is coming back in traditional foods like ragi roti, ragi puttu and others.”

In breakfast cereals, Soulfull competes with Kellogg’s India which also sells a ragi version of its popular chocolate cereal Chocos.

Slowly, other major consumer goods players have caught on to the emergence of ragi as an alternative food. Britannia Industries Ltd’s brand Nutrichoice sells ragi cookies marketed to consumers with diabetes while MTR Foods Pvt. Ltd sells ready-to-eat ragi dosa and ragi rava idli mixes. Last month, Mint reported that powdered drink maker Rasna was launching a kids’ snack, Vitos, made of ragi.

The return to ragi is part of a growing health-food movement around the world. For the Indian farmer, this is good news.

Please click here to read more.

Livemint.com, 13 March, 2017, http://www.livemint.com/Politics/lPQKMWHm3GfZaGDQ3AiPKK/Rising-urban-consumption-revives-ragi-crop-production.html


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