ITC Mission Millets: Towards a Nutritious and Sustainable Future, the ITC Way
Inspired by the Government of India's focus on promoting nutritionally rich millets and also in line with ITC's Foods Business' aspiration to 'Help India Eat Better,' ITC launched 'ITC Mission Millets' - an initiative to develop an innovative 'good-for-you' range of millet-based products for new-age consumers that caters to every meal occasion, age group and formats which are being progressively introduced in the market.
Millets: The Super Grain
Millets, termed as the 'super grain', are climate resilient crops using substantially lesser water and growing in half the time of other staples, paving the way for sustainable food security. We are dedicated to promoting millets for their immense benefits in terms of nutritional properties, their role as a planet-friendly and climate-resilient crop.
ITC Mission Millets: the strategic three-pillar model
Leveraging our enterprise strengths in agriculture, food, and hospitality, ITC Mission Millets is built on a strategic three-pillar model, encompassing product development, sustainable farming, and consumer awareness.
Millet-based portfolio, anchored by ITC's World Class Indian Brands
We're progressively developing and marketing a range of micronutrient-rich food products, with some being 100% millet-based and others introducing millets gradually. Our product portfolio includes a diverse variety for all meal occasions like super cookies, vermicelli, gluten-free staples such as Multi Millet Mix and Ragi Flour, ready-to-eat food products, chocosticks and snacks under our world-class Indian brands like Aashirvaad, Sunfeast, Bingo!, Yippee! and Candyman. To introduce consumers to the versatility of millets, ITC Hotels has also curated special millet-based cuisines.
Enhancing the Millets Agri-value chain
In our bid to empower farmers, we have developed a millets agri-value chain with a focus on enhancing value-addition and market linkages. Promoting Farmer Producer Organisations (FPOs) in millet farming through ITCMAARS, we've implemented two Public-Private Partnership (PPP) projects in Maharashtra and Andhra Pradesh in partnership with the Indian Institute of Millets Research (IIMR), Hyderabad.
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