Market Opportunity

Total Addressable Market (TAM)

The Kerala cereal and health-food segment is estimated at ₹2,000 crore annually. Millets currently represent 5% of this value.

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Serviceable Available Market (SAM)

Within Kerala’s health-food segment, millets capture approximately ₹100 crore in annual retail sales, driven by urban centers in Ernakulam, Trivandrum, and Kozhikode.

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Serviceable Obtainable Market (SOM)

In our initial launch across two high-potential districts, we aim to capture 10% of the SAM (₹10 crore) in Year 1, growing to 25% by Year 3 as distribution and brand awareness deepen.

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Market Drivers & Trends

  • Health Trends:
    Rising incidence of lifestyle diseases has led consumers to seek gluten-free, low‑glycemic-index grains.
  • Government Support:
    Kerala’s state policies offer subsidies and extension services for millet cultivation.
  • Local Food Movement:
    “Eat Kerala” campaigns boost demand for native grains and women‑led enterprises

Customer Segments

  • Retail Consumers:
    Health-conscious families purchasing through supermarkets, specialty grocery stores, and e-commerce.
  • Institutional Buyers:
    Hotels, resorts, cafes, and corporate cafeterias seeking premium, traceable grains.
  • Health Food Brands:
    Co‑packing partners and nutraceutical companies.