In the midst of the COVID-19 pandemic, when the world was grappling with uncertainty and health concerns, a quiet revolution was taking shape in the Indian food industry. Anchal Saxena, co-founder of Mad Over Millets, embarked on an inspiring journey to transform ancient grains into modern, nutritious, and delicious snacks that fit seamlessly into today’s fast-paced lifestyle. What started as a personal mission from her home kitchen has today blossomed into a promising brand that champions wellness, sustainability, and the revival of traditional Indian ingredients.
The Spark: Why Millets?
Anchal’s story began during the global lockdown when people everywhere were forced to rethink their food habits and overall well-being. Observing a clear gap in the snack market—where most options were either overly processed or lacking in real nutritional value—she turned to millets, an age-old, nutrient-dense group of grains long overlooked in modern diets.
Millets like ragi, jowar, and bajra are not only rich in fiber, iron, calcium, and essential micronutrients but are also environmentally friendly crops, requiring minimal water and thriving in poor soils. Recognizing their immense health and ecological benefits, Anchal started experimenting with these grains, combining them with wholesome ingredients such as chia seeds, pumpkin seeds, sunflower seeds, organic jaggery, and desi ghee.
Her experiments produced snacks that were flavorful and nourishing—snacks she personally felt good about eating.
Partnership and Foundation: Bringing Passion and Strategy Together
Realizing the potential of her idea, Anchal teamed up with her longtime friend Himanshu Mishra, who brought complementary business acumen and operational expertise. Together, their shared vision was clear: make millets cool again by turning them into tasty, accessible snacks that could appeal to the modern consumer without compromising on health.
This partnership fused Anchal’s culinary creativity—sharpened by her experience at the prestigious Oberoi Group—with Himanshu’s strategic insight, laying a strong foundation for Mad Over Millets.
Tackling the Awareness Challenge
Despite recent government efforts and global recognition of millets, such as Prime Minister Narendra Modi’s promotion of “Shree Anna,” many consumers in India remain unfamiliar with millets and their benefits. To overcome this awareness gap, Mad Over Millets adopted a multi-pronged approach focused on education and direct experience:
Leveraging digital marketing and social media campaigns to share the benefits of millets.
Collaborating with influencers and participating in health and food forums.
Offering free product samples in gyms, organic stores, and corporate offices to convert skeptics into believers.
These efforts earned Mad Over Millets not only consumer trust but also recognition from NutriHub, the world’s only dedicated millet institute based in Hyderabad.
Products Where Taste Meets Nutrition
Mad Over Millets prides itself on creating snacks where health and flavor go hand in hand. Their product range includes millet-based super cookies and savory snacks made with natural sweeteners like jaggery instead of refined sugar, and desi ghee in place of butter, keeping the offerings true to Indian culinary heritage while catering to modern nutritional needs.
The snacks are rich in fiber, iron, calcium, and essential nutrients, supporting digestion and overall wellness. Anchal describes their products as something “you’ll feel good about eating,” and the positive consumer feedback reflects this sentiment.
Innovation and Technology: Raising the Bar
Innovation is central to Mad Over Millets’ growth and quality strategy. The team works closely with government-backed incubation centers to refine their recipes and scale production.
One notable innovation is low-heat baking, a technique that preserves the fiber and nutrient content of the snacks while achieving the perfect crunch. Another is vacuum packaging, which extends shelf life and protects nutritional integrity without the use of preservatives.
These technological advancements help Mad Over Millets deliver products that are consistently safe, tasty, and wholesome.
Commitment to Sustainability and Farmer Empowerment
Sustainability runs deep in the brand’s ethos. Millets themselves are eco-friendly crops that require less water and chemical inputs, thus conserving natural resources and reducing agricultural carbon footprints.
Moreover, Mad Over Millets sources grains directly from Farmer Producer Organizations (FPOs) at fair prices, ensuring farmers receive a good livelihood while maintaining premium quality inputs. This approach strengthens rural agricultural ecosystems and promotes sustainable farming practices.
Looking Ahead: Growth, Expansion, and Diversification
Though still a relatively young brand, Mad Over Millets has ambitious plans for the next five years:
International Expansion: Targeting markets in the Middle East and South Asia where demand for gluten-free, nutritious snacks is rising.
Corporate Partnerships: Introducing healthy snacking options at workplaces to replace unhealthy food habits.
Product Diversification: Developing granolas, energy bars, and quick meal solutions to widen their consumer base.
Collaborations: Exploring white-label partnerships with larger food brands to scale millet-based innovations.
Every new product and initiative will continue to emphasize the brand’s core values of health, taste, and sustainability.
Empowering Women Entrepreneurs in Agribusiness
As a woman entrepreneur in the food sector, Anchal understands the challenges female agripreneurs face. She shares practical advice and encouragement for aspiring women leaders:
Educate Yourself: Stay abreast of market trends, consumer behavior, and emerging food technologies.
Start Small, Test Often: Use customer feedback to refine and improve products continuously.
Leverage Digital Tools: Harness the power of digital marketing to reach wider audiences cost-effectively.
Be Patient and Believe in Your Vision: Resilience and adaptability are crucial to overcoming setbacks.
Anchal believes women bring unique strengths such as emotional intelligence, attention to detail, and determination to entrepreneurship. Even a “half-hearted” effort can go far when driven by passion and purpose.
Conclusion: More Than Just a Brand — A Movement
Mad Over Millets is not just another food startup; it is a movement that is redefining snacking habits across India by blending ancient wisdom with modern innovation. Through consumer education, sustainable sourcing, and continuous innovation, Anchal Saxena and her team are building a profitable business that also contributes positively to health, tradition, and the environment.
As Anchal puts it simply and powerfully, “Let’s just do it.”
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