From chatpata to conscious: How India’s food industry is going healthy

September 29, 2025 | 0 Comment

India’s food landscape is evolving as health-consciousness reshapes consumer choices. FMCG giants like PepsiCo and ITC are innovating with healthier variants, such as millet-based snacks, blending indulgence with nutrition. At the same time, food-tech platforms like Zomato and Swiggy are introducing features such as nutritional scoring and curated healthy menus to make mindful eating easier. This convergence of FMCG innovation and digital food delivery reflects a broader trend: a shift from pure convenience to balanced, transparent, and health-focused eating experiences.

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For 25 years, Kurkure symbolised indulgence — bold, tangy, and unapologetically fun. Now, PepsiCo India is expanding its appeal with a reformulated variant made with jowar, one of India’s traditional millets. Positioned as a “smarter indulgence” rather than a pure health snack, the launch reflects a growing demand for balance. Supported by a national campaign, Kurkure’s move taps into a ₹5,000-crore millet snacks market growing at 17–20% annually. Industry experts see millets as part of a larger health-conscious shift in Indian diets, with FMCG players like ITC also introducing millet variants under initiatives such as “Mission Millet.”

Parallelly, India’s food-tech sector is embracing health-driven innovation. Zomato has launched “Healthy Mode,” a feature that uses AI and restaurant data to score dishes on nutritional value, enabling customers to filter menus for healthier options. This reflects broader changes in eating habits accelerated by the pandemic, with rising health awareness driving demand for mindful eating. Swiggy too has launched initiatives like the “Swiggy Seal” and curated high-protein sections, signalling a pivot beyond convenience to wellness.

This health focus comes amid evolving consumer expectations. Studies show a growing number of Indians prioritise balanced meals, with Gen Z especially conscious about diet choices. For brands and platforms, the challenge lies in integrating health without losing appeal — whether through innovative products, subtle nutritional positioning, or engaging digital storytelling.

As rising health awareness shapes consumption, FMCG brands and food delivery platforms alike are rewriting the rules of indulgence, signalling a new chapter in India’s food journey.