ITC sets its eyes on delicious millet recipes for masses

Hotels-to-packaged goods conglomerate ITC Ltd on Wednesday said it will focus on ensuring that millets, such as jowar, bajra and ragi, become more mainstream across its agriculture, packaged food and hotels businesses.

Under the company's Mission Millets programme, it will be educating consumers about the benefits of millets through brand campaigns and promotion of its Sunfeast cookies and Aashirvaad atta brands, as well as building an integrated value chain with the help of farmer producer organizations. ITC hotels, too, will promote millet-based meals and dishes as part of the programme.