ITC Foods

Mission Millets Campaign

Background

The UN declared 2023 the International Year of Millets, encouraging their global adoption. Supporting this vision, ITC launched the Mission Millets campaign to educate consumers and farmers on the benefits of millets. Bringing together its Foods, Hotels, and Agri divisions, the initiative aims to strengthen the millet value chain and promote a more sustainable future.

The Approach:

Launched an integrated campaign to promote millets as a nutritious and sustainable food choice
Unified ITC's Foods, Hotels, and Agri businesses to strengthen the millet value chain
Drove awareness through digital campaigns, media outreach, partnerships, and expert advocacy
Expanded millet adoption with new product launches, farmer engagement, and culinary experiences

The Impact:

Reached 36,000+ farmers and trained 6,200+ women through on-ground initiatives
Increased awareness and consumer adoption of millet-based products nationwide
Strengthened the millet ecosystem through strategic partnerships and stakeholder engagement
Positioned ITC as a leading advocate for sustainable nutrition and millet mainstreaming in India

Mission Millets Campaign

Background

The Approach:

The Impact:

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