It is interesting to note that India accounts for 40% of the world's millet production. Prashant Parameswaran, MD & CEO, Tata Consumer Soulfull sheds light on how India is playing a key role in not just supplying grains, but also in offering some wonderful value-added products. For the brand, as much as it is in the health and wellness sector, it is also ensuring that the nutrition brought to the table is enjoyable. "The pandemic got everyone to introspect, transitioning to the kind of products they were eating," he shares.

Parameswaran is also of the opinion that D2C businesses are beyond just a Covid fad and bets big on them. When asked about competition, he says, "Anybody fighting in the Rs 5-10 category is our competition."