D2C food brand Millwize has announced its expansion into key metro markets, including Delhi NCR, Mumbai, Pune, Bengaluru, Chennai, and Hyderabad. The move marks a step in strengthening its retail and consumer outreach across urban India.
As part of this expansion, the company plans to distribute 10 million sample packs of its millet-based cookies to households. The initiative is aimed at shifting consumer engagement in the healthy snacking category from brand-led claims to direct product experience.
Divyashikha Gupta, Founder, Millwize shared, "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.”
The brand’s product development is led by Dr. Shrikrishna Bilaiya, Principal Scientist in Agronomy, whose experience spans over four decades in millet research and work with Baiga tribal communities. His focus has been on improving nutrient absorption through scientific processing methods.
“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 utilized by the body," stated Shrikrishna Bilaiya, Principal Scientist at Millwize.
According to S. Venkateswaran, Strategic Partner at Millwize, metro cities have been identified as initial focus markets due to their higher adoption of clean-label and functional food products.
S. Venkateswaran, Strategic Partner at Millwize commented, "These four key metro cities 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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