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Millwize to take 10 mn samples into Indian homes
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Monday, 04 May, 2026, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Mumbai-based D2C food brand Millwize is taking a ground-level approach, reaching households directly to encourage a clearer understanding of everyday snacking choices. The company plans to distribute 10 million sample packs of its millet-based cookies, starting with Delhi NCR and Mumbai from May 1, 2026, and later expanding to cities such as Pune, Bengaluru, Chennai, and Hyderabad.
The initiative reflects a broader shift in the category from what brands claim to what consumers actually experience.
Divyashikha Gupta, founder of Millwize, said, “Much of what is marketed as ‘healthy’ today looks good on the pack but does not always work in the body. India does not just have a food problem; it has a nutrition absorption problem. We are here to fix what is broken in the healthy snacking trend by ensuring millets move from the ‘diet shelf’ to the heart of the home.”
Dr Shrikrishna Bilaiya, Principal Scientist at Millwize, said, “Millets are nutritional powerhouses, but natural compounds like phytic acid can block the absorption of essential minerals like iron and zinc. We combine traditional practices like controlled sprouting with calibrated thermal processing to enhance bioavailability. We are standing with science to ensure that what is consumed is effectively utilised by the body.”
S Venkateswaran, Strategic Partner at Millwize, said, “Delhi NCR and Mumbai are ideal starting points as trend-setting hubs where consumers are early adopters of clean-label alternatives. This initiative is designed to turn health intent into daily action by providing snacks that are nutrient-dense and indulgent without compromise.”
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