“From jowar chips to sorghum puffs: How Indian superfoods are going global”

IBT interacted with Mr. Karan Korke, Co-founder of The Healthy Binge, a new-age Indian FMCG brand offering millet-based chips and snacks. With a strong entrepreneurial background, Mr. Korke previously scaled another startup and is now focused on expanding The Healthy Binge across D2C, DTEL, B2B, and export channels.

The brand, known for its healthy snacks and millet-forward offerings, has achieved 100% YoY growth and is available on platforms like Zepto, Swiggy Instamart, and Amazon. After its Shark Tank India appearance, where it secured two deals, the brand now exports to five countries and is present in 200 stores across the U.S.

IBT: Healthy snacking has moved from niche to mainstream in India. What key shifts have you observed in the consumer mindset driving this transformation?

Karan Korke: This shift became more visible post-COVID, when people started prioritizing health through food. Media discussions and influencer-led conversations helped reshape consumer habits. There’s now an increased demand for snacks that offer protein, fiber, and low cholesterol. At The Healthy Binge, we use natural millets to create snacks that are both tasty and guilt-free. Global awareness, especially from markets like the U.S., is also influencing Indian consumers. The International Year of Millets in 2023, celebrated by the Indian government, significantly boosted awareness and adoption.

IBT: With millets gaining global recognition as superfoods, how are they redefining packaged snacks nutritionally and culturally?

Karan Korke: Millets were once staples in Indian diets, especially before wheat and rice took over post-Green Revolution. They’re rich in protein, fiber, iron, and calcium, and are gluten-free, making them ideal for modern nutrition needs. Our approach has been to integrate them into familiar formats like chips, especially appealing to Gen Z and millennials. This helps preserve traditional nutrition while catering to current consumer habits.

IBT: How do you balance taste, shelf life, and nutrition—especially when competing with indulgent snack giants?

Karan Korke: It’s challenging. The millet-based snacking segment is still nascent, but we believe it’s the future. Brand building in FMCG takes time—15 to 20 years—and India’s diversity adds complexity. However, growing awareness around health, particularly among parents, is accelerating change. Many now prioritize nutritious snacks over indulgent ones for their children. The ecosystem is evolving, and we see this as the beginning of a broader healthy eating movement.

IBT: In an omnichannel world, what does it take to build brand loyalty beyond just being a “better-for-you” product?

Karan Korke: As a startup, our biggest advantage is staying close to our customers. My personal number is on the product pack—we directly engage with consumers and adapt quickly to feedback. Consistency in quality, responsiveness, and transparency help build trust. Consumers today value authenticity and relatability. It’s not just about distribution; it’s about how well you align with their daily lives. Brand loyalty is a long-term game, but this is the path we’re committed to.

IBT: What opportunities or barriers do Indian healthy snack brands face in global markets?

Karan Korke: India itself is a massive market, but exports—especially to the U.S.—present exciting opportunities. The U.S. market is more aware, open to paying a premium for healthy options, and has well-established distribution systems. We’ve already received strong feedback from both Indian and international stores. For global markets, we adapt packaging and messaging to resonate with local audiences and highlight the superfood benefits.

IBT: Could you share an example of adapting packaging for global markets?

Karan Korke: Sure. Our “Jowar Chips” in India are rebranded as “Sorghum Puffs” abroad since that term is more recognizable in those markets. We also emphasize “ancient superfoods” and India’s natural heritage, which resonate well with international consumers familiar with Ayurveda and Indian wellness traditions.

IBT: With increasing regulations on health claims in India, how is the industry adapting to ensure credibility and transparency?

Karan Korke: It’s a great move—driven by informed consumers who now read labels carefully. From day one, we’ve backed every claim with lab reports and batch testing through NABL-accredited labs. This standardization boosts overall product quality and improves India’s image as a trusted sourcing destination for health-focused snacks.

IBT: Finally, how did your Shark Tank India experience impact your brand’s visibility and growth?

Karan Korke: Shark Tank was an excellent marketing platform, especially for early-stage brands with limited budgets. It opened doors across regions and helped us secure channel partnerships. It also enhanced our credibility—many partners approached us after seeing our episode. I’d strongly recommend the experience to other startups; it’s a powerful tool for discovery and trust-building.