The Power of Packaging in a Millet-Fuelled Market 

The Indian government has been promoting consumption of healthy foods by rebranding millets as nutri-cereals and siridhanya or shri anna (grains of fortune). Millet-based snacks and ready-to-eat foods are now flooding the market, while several beer breweries, cafés, and restaurants are upping the grains’ cool quotient by adding millet-based foods and drinks to their menus.  
 
As the year of the millet (2024) comes to an end in India, it’s worth reflecting on the role that design has played in promoting this ancient grain. Packaging design has emerged as a powerful tool to differentiate millet-based products in a competitive market and to add value by effectively communicating their unique benefits. 

The challenge for designers is to craft packaging that reflects the natural goodness of millets while appealing to modern audiences. This involves going beyond superficial aesthetics to create meaningful design systems that resonate with consumers on multiple levels.  

 
Adding Nuance to the Millet Story 

Knowledge is power. Designers must enhance their knowledge of ingredients in the product they are designing for. For instance, Millets are not just nutritionally superior but also ecologically sustainable, as they thrive in dryland regions with minimal water and chemical inputs.  
 
Packaging can amplify this narrative through design cues such as earthy textures, muted tones, and minimalistic layouts. These choices subtly reinforce the sustainable and unadulterated nature of millets, helping consumers connect with the product’s origins. 

Diverse Visual Narratives 

The diversity of millets presents a unique design opportunity. Each variety—whether pearl millet, finger millet, or foxtail millet—has distinct nutritional profiles and cultural significance. Thoughtful use of colors, textures, and typography can differentiate these types, making it easier for consumers to identify and appreciate their individual qualities.   
 
For example, warm tones and grain-inspired patterns can highlight the rustic charm of finger millet, while sleek, modern typography might suit innovative millet-based snacks or beverages aimed at younger, convenience seeking urban audiences. 

Cultural Know-How 

Cultural resonance is another critical factor. Millets have been a dietary staple in many Indian communities for centuries, woven into festivals, rituals, and everyday meals. Incorporating design elements that echo these cultural ties—such as regional motifs, traditional patterns, or storytelling through illustrations—can help establish an emotional connection with consumers, fostering loyalty and trust. 

Key Learnings 

Effective millet packaging design involves a blend of strategic storytelling and thoughtful execution. Key principles include: 

• Minimalism with Meaning: Reflect the natural, sustainable essence of millets through simple, earthy designs. 

• Clear Differentiation: Use distinctive design elements to showcase the variety and individuality of different millets. 

• Nutritional Transparency: Clearly communicate the health benefits to position millets as a powerhouse of nutrition. 

• Cultural Connection: Incorporate regionally inspired design elements to resonate with local audiences. 

• Farm-to-Table Storytelling: Visuals referencing serene landscapes and natural farming processes can communicate authenticity and value. 

Design has a crucial role to play in promoting millets and making them more appealing to contemporary audiences and markets. By keeping it simple, highlighting the nutritional benefits, differentiating between the different types of millets, using local cultural references, and communicating the farm-to-table story, designers can help make millets come alive and increase their consumption. 

The image used in the post was created by our team for the packaging of Saffola Masala Millets by Marico Limited