ITC’s Hotel Group: Millets on the plate

ITC’s Hotel Group launched a special millet-centric culinary programme at restaurants across India to promote the forgotten grain, and helped small farmers, furthering the government’s mission of growing agri-exports with millets.

Situation Analysis

Search for nutritious foods which can thrive the ravages of extreme climate changes has put the spotlight on an ancient Indian superfood - millets; To grow their popularity, ITC's Hotel Group, known for their culinary excellence, decided to launch a product-to-communication campaign in 2023 which is declared as the United Nations International Year of Millets.

The accelerating pace of climate change, combined with global population and income growth, threatens food security everywhere. This is where millet, an erstwhile unpopular grain from medieval India assumes strategic importance. Millet is a superfood, high on iron, calcium, and antioxidant properties, and...

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