In a world increasingly plagued by malnutrition and lifestyle-related health issues, one woman’s personal struggle has sparked a social revolution. Meet Vidhya Parshuramkar, co-founder of Millets Now—an innovative agri-food startup that is reviving millets, combating iron deficiency, promoting sustainable agriculture, and empowering farmers across India.
A postgraduate in Food Process Engineering from IIT Kharagpur, Vidhya never envisioned herself as an entrepreneur. Her journey began with a personal health challenge—iron deficiency—which set her on a mission to find a natural, affordable, and sustainable solution. Her research led her to pearl millet, a traditional grain rich in iron and nutrition but largely overlooked due to its short shelf life.
To overcome this key barrier, Vidhya developed Hydro-NIR technology, an innovative method that naturally extends the shelf life of pearl millet flour to six months without preservatives or nutritional loss. This breakthrough became the foundation of Millets Now, enabling the creation of value-added millet products for a broader market.
Millets Now: Bridging Health and Sustainability
Millets Now focuses on producing biofortified millet-based food products that are nutritionally enhanced to combat malnutrition with a collection of ready-to-eat and ready-to-cook items such as ladoos, cookies, nutribar, and ready-to-eat pearl millet khichdi under the Company name ‘Millets Now ’ These products are designed specifically for children, individuals suffering from iron deficiency, diabetics, and those dealing with obesity and high cholesterol.
Currently, the startup is serving over 65,300 school-going children across regions like Uttar Pradesh, Jharkhand, and Maharashtra with these millet-based nutritional products, contributing significantly to the national mission of improving child health and combating anaemia.
Challenges and Outcomes: Cultivating a Millet Movement Through Community Empowerment
One of the initial challenges Vidhya Parshuramkar faced on her journey with Millets Now was sourcing high-quality millet grains. Despite being indigenous to India, millets remain largely underutilized, and many farmers lack awareness about their nutritional benefits and economic potential. This knowledge gap made it difficult to build a reliable supply chain in the early stages.
Another major hurdle was the limited shelf life of millet products, especially pearl millet flour, which typically lasts only 10–15 days. For wider commercialization, products need to withstand at least six months in the supply chain. To address this, Vidya developed and implemented an innovative Hydro Air Technology, significantly extending the shelf life of pearl millet flour up to six months without compromising its nutritional integrity. The team continues to explore new technologies to further enhance the shelf stability of both pearl millet and other varieties.
At the core of Millets Now is a strong, community-based model that fosters close collaboration with over 7,500 local farmers. These partnerships involve not only the distribution of biofortified seeds, but also hands-on training in sustainable and organic farming practices, along with a buy-back guarantee for their produce. This model ensures a consistent supply of premium-quality millets while also empowering farmers economically by eliminating intermediaries and securing fair prices for their crops.
To further strengthen the millet movement, Millets now regularly conducts state-level workshops and educational programs for both farmers and consumers. These initiatives aim to build awareness around the health benefits of millets and the value of sustainable agriculture. As C4 crops, millets are not only drought-resistant and climate-resilient but also require minimal inputs, making them a smart and sustainable choice for the future of Indian agriculture.
Through a blend of technological innovation, grassroots empowerment, and nutritional awareness, Millets Now is successfully creating a millet-based movement rooted in community and sustainability.
Raising Awareness and Empowering Consumers on Sustainable Farming and the Benefits of Millets
Millets are naturally suited for organic farming as they require minimal external inputs, making them an ideal crop for sustainable agriculture. At Millets Now, over 7,500 farmers are not only provided with biofortified seeds but also given continuous support through training and education. Recognizing that true change stems from awareness, ‘Millets Now’ has been conducting monthly workshops and nutrition-focused training sessions at its facilities since 2021. These initiatives have significantly boosted millet awareness and production across the villages they serve.
But Millets Now’s impact goes beyond farming communities. Through their website, e-commerce portal, and active presence on social media, they’re cultivating a growing network of health-conscious consumers. By educating the public about the nutritional value and versatility of millets, Millets Now is actively driving demand and helping consumers make better dietary choices.
Their user-friendly e-commerce model enables customers from across India to easily order products like the Nutri Dabba Kit, which includes items such as pearl millet khichdi, finger millet malt, and other millet-based, ready-to-eat options. This initiative not only makes healthy eating more accessible and convenient but also supports Millets Now’s mission to integrate nutrition, sustainability, and community empowerment. These products can be explored and purchased directly from their official website: www.milletsnow.com
Road Ahead and Words of Wisdom to Aspiring Women Agripreneurs from Vidhya
Like many women entrepreneurs, Vidhya’s journey was not without challenges. From skepticism among farmers to the lack of awareness about millets, she faced numerous hurdles in the early days of Millets Now. However, her perseverance paid off. By 2023, the company had reached crore-level revenues, and continues to grow year after year.
Her message to aspiring women agripreneurs? “Be patient, stay firm with your decisions, and believe in your vision. Explain it to your community, your family, and stand by it. Impact takes time — but it’s worth it.”
A Grain for the Future
Millets Now is more than a food venture — it’s a movement towards nutritional security, farmer empowerment, and climate-smart agriculture. In a world that is beginning to recognize the value of traditional, indigenous grains, Vidya Parshuramkar is leading the way, proving that a small grain like millet can create a massive ripple of change.
