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Khapli atta makes a strong comeback as health-conscious urban Indians embrace ancient grains
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Tuesday, 30 December, 2025, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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Ancient Khapli wheat is witnessing a revival in India as more urban consumers prioritise health and functional foods amid rising lifestyle diseases like diabetes and obesity. Once nearly forgotten, this heirloom variety also known as emmer wheat is now commanding premium prices, selling at approximately three to five times the cost of regular wheat flour.
Unlike modern wheat, Khapli wheat is naturally richer in dietary fibre and protein and has a lower glycaemic index, which means it releases glucose into the bloodstream more slowly—a trait especially valued by people managing blood sugar levels. These nutritional benefits have driven major brands such as ITC, Urban Platter, Satvyk and others to introduce Khapli atta in the market, alongside a growing number of regional millers.
According to industry insiders, Khapli atta’s sales have surged dramatically in recent years, outpacing the growth of regular and high-protein flours. Consumers with previous health scares or those keen on preventive nutrition are increasingly willing to pay a premium for foods they perceive as beneficial. Despite this enthusiasm, the steep price gap—where regular atta sells around Rs 50 per kg while Khapli ranges from Rs 159 to nearly Rs 250 per kg—remains a barrier for wider adoption.
Part of the appeal also comes from the desire to retain familiar food habits while improving dietary quality. Many health-aware shoppers who experimented with millets still seek the comfort of wheat rotis, opting for Khapli flour as a middle ground.
Challenges persist, including lower grain yields and research gaps around optimum gluten levels but for many urban buyers, the nutritional edge and traditional roots of Khapli wheat justify its premium positioning in India’s evolving food landscape.
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