Traditionally, ready-to-eat (RTE) and ready-to-cook (RTC) products are made from fine cereals such as rice and wheat. There has been no systematic effort to make these products from coarse cereals such as jowar, bajra, and ragi due to a variety of issues related to RTE and RTC products, their processing, and the technology involved. Besides, the health benefits of the coarse cereals have not been communicated to the new age consumers effectively.

The Directorate of Sorghum Research (DSR), Rajendranagar, Hyderabad, conducted a project on ‘Creation of demand for millet foods through production to consumption system value chain’ with the financial assistance of Indian Council of Agricultural Research (ICAR)/National Agricultural Innovation Project (NAIP). Consequently, the DSR has conducted a lot of research over the years and has successfully overcome product-/process-related barriers/issues through innovation. It has brought out over 20-odd products made from sorghum. Out of these products, five most popular products (jowar-rich multigrain atta, jowar biscuits, jowar vermicelli, jowar suji/rawa/semolina, and jowar flakes) have been chosen for launch in the market. The processing technologies for these five products have been perfected to commercial scale. Before inviting private entrepreneurs, DSR initiated a demand assessment and consumer acceptability study for these products. The impact of the major outcome of the study on consumer acceptability of these five products has been documented along with an estimation of demand and the potential marketing and pricing strategy.