Millet products startup by two couples makes foray into the market

Vidya (left) and Svojas products. Photo: Manorama

Even when all the small grains have faded into oblivion, why did we treasure ragi? Asks Vidya Rakesh, who co-launched millet food makers Svojas in Kochi, 2 years ago. According to her, every mother aspires to provide the best food for her baby. “Therefore, even if it requires a bit of time and effort, moms purchased ragi fresh, washed, powdered and transformed it into porridge for children. There is no need to elaborate further on the health benefits of small grains," she says.

Svojas is a food product venture started two years ago by the couples Vidya-Rakesh and Preethi-Deepak. The manufacturing unit is at Kuzhivelippady near Aluva in the Ernakulam district. All four are long-time friends. When they contemplated the idea of starting their own business after leaving their jobs, the first thing that crossed their minds was health food products. Although they initially considered producing jackfruit products, they ultimately decided to focus on millet, captivated by the small grains.

If small grains are to become a part of the diet, they should have a place in daily meals, they believed. Vidya said that their first products included various varieties of millet dosa, puttu, and upma. Rakesh, who oversees the marketing department of Svojas, said that the market, which started at a slow pace, progressed rapidly in the past year.

In the initial phase of the product launch, the elderly and those facing health problems showed more interest in buying them. Many sought a reliable brand because their doctors had recommended consuming millet. Rakesh notes that now customers of all ages come to purchase millet products. Furthermore, the younger generation is also buying millet products after learning about their health benefits. It is also a unique quality of the grain that individuals who consume millet dishes become accustomed to. Millet should not be relegated as the food exclusively for those facing health problems at home. It is not convenient to prepare numerous dishes at home every time. Instead, if the entire family includes millet in their diet, everyone’s health will improve, Vidya says. For more details, call: 7736948444.

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