Once a staple food source in India, Millets have fallen out of fashion over the last few decades – replaced by rice and wheat. Now, with the increase in diabetes and allergies such as gluten intolerance, this group of small seed grasses that have been widely cultivated as cereal crops, are making a comeback.

Realising the potential of the hardy, ancient millet seeds, SPAR India introduced a 25 day-long campaign in all SPAR Supermarkets in the country to create awareness about the health benefits and nutritional excellence of millets. In each store, a special zone was set up highlighting the entire millet range available. Nutritional information and delicious recipes were also displayed.

Some 500 school children from all over the country visited the millet zones in the SPAR stores and were informed about why the grains should be part of their diets. In addition to the millet zones instore, SPAR India executed the online campaign #SayYesToMillets, regularly posting nutritional facts, recipes and health benefits of millets on its various social media platforms.

To promote local farmers, the SPAR Natural range offered instore features a variety of products containing locally grown grains. These include savoury, sweet and ready-to-cook SPAR Own Brand products like Dosa mix and Millet-based health drinks.

Millets are a smart way of farming and eating. They can grow on marginal land and under harsh weather conditions. They are rich in nutrients, minerals, and fibre and can reduce the risks of heart diseases and obesity. Millets are also an affordable alternative to trendy, more expensive ‘superfoods’ and SPAR India is delighted to once again be promoting this ancient group of grains.

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SPAR India

In August 2014, SPAR International and Max Hypermarkets entered into a partnership agreement to develop the brand across the country. Max Hypermarkets is operated by the Landmark Group, a retail group headquartered in Dubai. SPAR India has focused development on the SPAR Hypermarket format, rolling out into new cities and with tailored solutions to meet shopper needs.