Mumbai-based D2C food brand Millwize™ has announced expansion into six key metro cities – Delhi NCR, Mumbai, Pune, Bengaluru, Chennai, and Hyderabad.
The company plans to distribute 10 million sample packs of its millet-based cookies across Indian households. The initiative reflects a broader shift in the category from what brands claim to what consumers actually experience.
“Much of what is marketed as ‘healthy’ today looks good on the pack but does not always work in the body,” says Divyashikha Gupta, Founder of Millwize™. “India does not just have a food problem; it has a nutrition absorption problem. We are here to fix what is broken in the healthy snacking trend by ensuring millets move from the ‘diet shelf’ to the heart of the home.”
The core of Millwize™ gains from the profound efforts of Dr. Shrikrishna Bilaiya, Principal Scientist, Agronomy, whose 40-year legacy includes developing millet varieties and working with Baiga tribal communities to preserve indigenous agricultural wisdom. “Millets are nutritional powerhouses, but natural compounds like phytic acid can block the absorption of essential minerals like iron and zinc,” says Dr. Shrikrishna Bilaiya, Principal Scientist at Millwize™. “We combine traditional practices like controlled sprouting with calibrated thermal processing to enhance bio-availability. We are standing with science to ensure that what is consumed is effectively utilized by the body.”
“These six key metro cities are ideal starting points as trend-setting hubs where consumers are early adopters of clean-label alternatives,” says S. Venkateswaran, Strategic Partner at Millwize™. “This initiative is designed to turn health intent into daily action by providing snacks that are nutrient-dense and indulgent without compromise.”
The entire product range of Millwize™ is based on millets, gluten-free, made without refined sugar, and sweetened with jaggery and dates, while also offering natural protein. The formulation excludes transfats, palm oil, artificial colours, artificial flavours, and artificial preservatives, aligning with the brand’s focus on cleaner ingredient profiles.
Millwize™ is not merely changing how products are introduced it is redefining how trust is built, by replacing assumptions with firsthand experience inside the home. Its all about perception to experience by taking products directly into households.
