ITC Limited has unveiled “Mission Millets” towards ensuring food security in line with the declaration of 2023 as the International Year of Millets by the United Nations.
Sanjeev Puri, Chairman, ITC Limited, said, “ITC has actively prioritized “ITC Mission Millets” to meet national priority by harnessing the synergy of our businesses in foodservice and hospitality along with our enterprise strength in agriculture. giving.
He said that ITC’s Agri, Foods and Hospitality businesses have come together to make millets the preferred food choice of the masses.
Several millet based products have already been introduced under the Aashirwad Nature Superfoods brand which include Ragi Flour, Gluten Free Flour, Multi-Bajra Mix. ,
He added that ITC is developing a comprehensive millets-based portfolio under popular brand names and in familiar formats for easy adoption.
The company is building an integrated millets value chain through FPOs and intends to work with 20 FPOs on millets.
As a part of the development of millets value chains, ITC’s Agri Business Division has implemented two PPP projects, one each in Maharashtra and Andhra Pradesh in partnership with the Indian Institute of Millet Research (IIMR), Hyderabad and the Government of Andhra Pradesh respectively. -One.
In these projects, improved varieties and methods of crop cultivation are propagated through crop demonstrations, millet cultivation, post-harvest management, marketing; And market linkages were provided to the catchment farmers.
He added that ITC Hotel’s expert chefs are creating easy-to-try recipes with millets to encourage people to experiment with the taste and texture of millets.
These new recipes are being shared with consumers through direct and digital outreach at various moments and touch points, said Mr. Puri.