In an era where wellness and sustainability are top priorities, Mad Over Millets is leading a quiet revolution in the Indian food space. Born during the COVID-19 pandemic, the brand is a testimony to how ancient grains can be modernized to create healthful, delicious alternatives for everyday snacking. At the heart of this mission is Aanchal Saxena, co-founder of Mad Over Millets, whose entrepreneurial journey is not only inspiring but also socially impactful.
Spark Behind the Venture
Aanchal’s journey with millets began during the pandemic, a time when people around the world were re-evaluating their lifestyles and food habits. With health becoming a growing concern, she noticed a clear gap in the market: while consumers were seeking healthier alternatives, most snacks remained overly processed and lacked real nutritional value.
That’s when she turned to millets, ancient, nutrient-rich grains known for their digestive and environmental benefits. From her home kitchen, Aanchal began experimenting with wholesome ingredients like ragi, jowar, bajra, chia seeds, pumpkin seeds, sunflower seeds, organic jaggery, and desi ghee. What started as a personal pursuit for clean, nourishing snacks soon evolved into a larger vision.
Recognizing the potential to bring this idea to a wider audience, Aanchal joined forces with her long-time friend Himanshu Mishra. With a background in business management and operations, Himanshu brought strategic insight and entrepreneurial drive to the table. His expertise complemented Aanchal’s passion for baking and healthy cooking, forming a strong foundation for what would become Mad Over Millets.
Together, they launched Mad Over Millets with a shared mission: to make millets cool again, by turning them into fun, tasty, and accessible snacks that support wellness without compromising on flavor. Their collaboration reflects not only their complementary skills but also a deep commitment to promoting healthier lifestyles and building a community around mindful eating.
Overcoming the Awareness Barrier
Despite the growing buzz around millets, especially after Indian Prime Minister Narendra Modi’s global promotion of “Shree Anna” (millets), Aanchal emphasizes that consumer awareness remains a major challenge. While the international stage now acknowledges the importance of millets, many Indians still lack a clear understanding of what they are and how beneficial they can be.
To bridge this gap, Mad Over Millets focused heavily on consumer education. They used digital marketing, social media campaigns, and influencer collaborations to spread the word. Aanchal also participated in various forums and talks to advocate for millet-based diets. Recognition from institutions like NutriHub, the only dedicated millet institute in the world based in Hyderabad, further validated their efforts.
But education alone wasn’t enough. The brand also prioritized experience, offering free product samples in gyms, organic stores, and corporate offices. By letting consumers try their snacks first-hand, they built trust and acceptance, gradually turning skepticism into loyal patronage.
Product Line: Where Taste Meets Nutrition
At Mad Over Millets, the philosophy is simple yet powerful: you shouldn’t have to choose between taste and health. Their current product lineup includes millet-based super cookies and savoury snacks that are rich in fibre, iron, calcium, and essential micronutrients. By using traditional ingredients like jaggery and desi ghee instead of refined sugar and butter, the brand ensures its products stay rooted in Indian culinary traditions while delivering modern nutritional value.
Thanks to Aanchal’s prior experience with the Oberoi Group, her culinary insight adds a unique flavour profile to the products. She describes their snacks as “something you’ll feel good about eating,” and consumers seem to agree.
Leveraging Technology for Better Food
Innovation is a cornerstone of Mad Over Millets’ growth strategy. The team works closely with government-supported incubation centres to refine and scale their offerings. One of the most significant innovations they’ve implemented is low-heat baking—a technique that preserves the fibre and nutrient content of the snacks while still achieving the desired crunch.
Another key innovation is vacuum packaging, which not only extends shelf life but also maintains the nutritional integrity of the products. These technological interventions align with their goal of delivering food that is not just delicious and healthy, but also safe and consistent over time.
Sustainability at the Core
One of the most commendable aspects of Mad Over Millets is its unwavering commitment to sustainability. Millets are inherently eco-friendly: they’re drought-resistant, require minimal water, and can thrive in poor soils without synthetic inputs. By promoting millet consumption, the brand is indirectly contributing to water conservation and reducing agricultural carbon footprints.
Moreover, the brand works directly with Farmer Producer Organisations (FPOs), ensuring that the grains are sourced at fair prices while maintaining premium quality. This model not only supports the livelihoods of local farmers but also strengthens the agricultural ecosystem by encouraging sustainable practices.
Vision for the Future
Though still a young brand, Mad Over Millets has set ambitious goals for the next five years. Aanchal and her team are already exploring international markets, with expansion plans targeting the Middle East and South Asia, regions with a rising demand for gluten-free and nutritious snacks.
On the domestic front, they’re partnering with corporates to offer healthier snacking options at workplaces, a hotspot for unhealthy food habits. They are also considering white-label collaborations with bigger food brands to scale their millet-based innovations.
Product-wise, the brand plans to diversify into granolas, energy bars, and quick meal solutions to cater to a broader range of consumers. Each new product will continue to reflect their commitment to health, taste, and sustainability.
Empowering Women in Agribusiness
As a woman entrepreneur in the food sector, Aanchal understands the challenges that aspiring female agripreneurs face. Her message to them is both practical and empowering:
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Educate Yourself: Stay updated on market trends, consumer behaviour, and emerging food technologies.
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Start Small, Test More: Validate your products with diverse groups to gather feedback and improve.
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Leverage Digital Tools: Embrace digital marketing to expand your reach cost-effectively.
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Be Patient and Believe in Your Vision: Consistency, adaptability, and self-belief are key to overcoming setbacks and achieving success.
She believes women bring a unique set of strengths to entrepreneurship—attention to detail, emotional intelligence, and resilience. Even a “half-hearted” effort, she says, can go a long way when driven by passion and purpose.
Mad Over Millets is more than just a brand, it’s a movement to transform how India snacks. By marrying ancient grains with modern taste and technology, Aanchal Saxena and her team are not only filling a gap in the health food market but also reshaping India’s food future.
Through consumer education, innovation, and sustainable practices, Mad Over Millets is proving that you can build a profitable business while staying true to health, tradition, and environmental stewardship. And as Aanchal would say, “Let’s just do it.”
