Our mission is to promote nutrition: Southern Health Foods CEO.
The United Nations has declared 2023 as an International Year. India is moving fast with the western world in millet consumption N. Murugan, CEO, Southern Health Foods, manufacturer of the Manna brand of foods. Part:
Millet-based products are increasingly gaining acceptance in the West. How is the scenario in India?
India, Nigeria and China are the largest producers of millet in the world, accounting for more than 55% of global production. For many years, India was a major producer of millet.
However, in recent years, millet production in Africa has increased dramatically. In India, pearl millet is the fourth most widely cultivated food crop after rice, wheat and maize. It occupies an area of 6.93 million hectares with an average production of 8.61 million tonnes and a productivity of 1,243 kg / ha during 2018-19.
Why is India slow in adopting millet-based products?
Millets are available all over India. They require very little water to grow.
Awareness about the benefits of millet is still low and this is the reason for the low number of players working on value-added millet products in India.
However, we are seeing it grow in the coming years as many states will start supporting millet cultivation due to the benefits and the fact that they provide less water.
Therefore, we will see a slow expansion of millet-based products over the next few years and a big explosion in these products after that.
Why are many companies not willing to enter this field?
Currently there are a handful of players in the branded and / or organized sector. However, this is going to change in the next 12 to 24 months.
How do southern health foods fit into this?
We want to make many foods and beverages more nutritious for consumers through millet and multi-grains. Most of our products contain high amounts of millet.
In a country like India where there is an incidence of diabetes, mallets, complex carbohydrates with high GI [glycemic index], Are actually wonder grains and [hence] We see a great relevance in transferring millet and millet-based products to consumers.
We will communicate with consumers only through the media.
We want to be a leader in leading the country’s millet revolution, we are sure that will happen soon.
Your Development Strategy?
We have a food and beverage company that seeks to make consumers healthier by increasing the nutritional content in foods.
Apart from health products, the company is looking to expand its portfolio through relevant innovations in the health-food sector. Manna products are exported to countries around the world under our Made-in-India brand.
We will continue to research and prepare new millet-based food products, which will help consumers improve the nutritional portion of their food every day.
Therefore, innovation, consumer awareness and engagement are the basis of the strategy. We aim to introduce at least one new product every quarter.
What is your goal for the next two years?
Our goal is to improve the share of millet and millet-based value-added products in our portfolio from the current 60% to 80%, doubling the number of products and distribution channels and increasing distributors to 30%. E-commerce accounts for around 8% and is set to grow.
The impact of the epidemic on your operation …?
Our sales did not fall 80–90%, as our volume came from sales of health-blend products. Currently, we operate our units at 70% to 80% capacity in a single shift and this will increase with the increase in demand.
Low demand also means limited supply and high prices. This will change as more consumers will start trying out millet and value-added millet products.
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