How Startups and FMCGs Are Reinventing India’s Snack Aisles.

Walk into a modern Indian supermarket and you will notice something new. Alongside potato chips and chocolate bars, shelves are filling up with millet-based snacks, cookies, breakfast cereals, and ready-to-eat mixes. What was once considered a humble grain eaten mostly in rural homes is now being rebranded as a smart choice for urban consumers who want both taste and health. This change is not accidental, it is being driven by a mix of startups and large FMCG players betting big on the millet story.

The government’s push during the International Year of Millets added fuel to the movement, but entrepreneurs had already sensed the opportunity much earlier. Young food startups saw that consumers were becoming conscious about nutrition, and were open to trying alternatives to rice and wheat. They started experimenting with millet flours, snack bars, noodles, even beverages. By tapping into the startup ecosystem, they managed to make traditional grains feel aspirational for millennials and Gen Z buyers.

Large FMCGs soon joined the race. From ITC to Tata Consumer, everyone rolled out millet-based products to capture this rising demand. Their scale allowed them to place millet foods in small towns and metros alike, giving the category visibility that was unthinkable a few years ago. The mix of marketing muscle from giants and the agility of startups has turned millets into one of the fastest growing segments in India’s food business.

For entrepreneurs, the lesson lies in how consumer habits can be reshaped with the right storytelling. Millets were always grown in India, but they needed a fresh brand image. By connecting health benefits with modern packaging and catchy campaigns, startups have created a bridge between tradition and contemporary lifestyle. This also shows how leadership in business often comes from spotting a neglected category and giving it a new identity.

Farmers too are beginning to benefit as demand creates fresh income opportunities. Areas that had stopped cultivating millets are reviving old practices, supported by both state programs and private procurement. This shift has potential to make agriculture more diverse while providing entrepreneurs with steady supply for scale. The growth of millets is not just a food trend, it is becoming an example of how Indian business can combine grassroots sourcing with global consumer appeal.

As the aisles continue to change, what stands out is the role of startups in shaping preferences that even the biggest FMCGs now follow. From energy bars in gyms to millet chips in school tiffins, the grain has moved far beyond its old image. The momentum signals a future where entrepreneurship in food will not only be about profits but also about reshaping what India eats and how the world sees Indian products.