Yojana Magazine July 2024 - 2 | Current Affairs & Hindu Analysis: Daily, Weekly & Monthly - UPSC PDF Download

 Page 1


21 July 2024
hich means ‘an individual can 
be free from all sorrows by 
having a balanced diet, healthy 
entertainment, maintaining balance 
in his deeds, making the right efforts, and taking a 
sound sleep. ’
in today’s fast-moving and up-tempo world, 
processed foods have been the go-to option for 
quick meals. t hey are convenient, readily available, 
and often satisfying to the taste buds. However, in 
recent years, a noticeable shift has been underway. 
there has been a significant change in the way 
people think about the food they eat. More 
individuals are opting for healthier food choices 
over processed food alternatives.
i had once come across an impressive quote on 
healthy eating: “t he journey to wellness starts with 
a single bite of intention.” People are realising the 
significance of healthy food for their well-being. 
they understand that what they eat impacts not 
just their physical health but also their energy levels, 
mood, and long-term vitality. this awareness is 
driving a shift towards choosing foods that nourish 
As the demand for healthier food options continues to rise, initiatives like 
NAFED’s Bharat Atta, Bharat Dal, Bharat Rice, and promotion of millets 
play a crucial role in meeting consumer expectations while also supporting 
sustainable agriculture and food security. By promoting the production and 
consumption of millets, NAFED not only supports farmers in diversifying 
their crops but also provides consumers with nutritious and eco-friendly 
food options. This shift towards healthier and more sustainable food 
choices is not just a trend but a necessity for addressing global challenges 
like climate change and food security.
their bodies and support a healthier lifestyle.
As people increasingly recognise the 
importance of healthy food, the national 
Agricultural cooperative Marketing Federation 
of india (nAFeD), which is an agriculture-based 
cooperative, has expanded its business towards 
coming out with healthy food initiatives like 
Millets, Bharat Atta, Bharat Dal, and Bharat chawal. 
these initiatives align with nAFeD’s dedication to 
promoting healthy eating at affordable prices.
W
ritesh chauhan The author is an IAS Officer and the Managing Director of the National Agricultural Cooperative Marketing Federation of India Ltd. (NAFED). 
email: mdcell@nafed-india.com.
Processed Foods : Rising Demand 
for Healthier Food Options
?? ?
????????????????? ?
?????????? ?????
?? ?
?????????? ????? ???? ???? ?
? :? ??
Page 2


21 July 2024
hich means ‘an individual can 
be free from all sorrows by 
having a balanced diet, healthy 
entertainment, maintaining balance 
in his deeds, making the right efforts, and taking a 
sound sleep. ’
in today’s fast-moving and up-tempo world, 
processed foods have been the go-to option for 
quick meals. t hey are convenient, readily available, 
and often satisfying to the taste buds. However, in 
recent years, a noticeable shift has been underway. 
there has been a significant change in the way 
people think about the food they eat. More 
individuals are opting for healthier food choices 
over processed food alternatives.
i had once come across an impressive quote on 
healthy eating: “t he journey to wellness starts with 
a single bite of intention.” People are realising the 
significance of healthy food for their well-being. 
they understand that what they eat impacts not 
just their physical health but also their energy levels, 
mood, and long-term vitality. this awareness is 
driving a shift towards choosing foods that nourish 
As the demand for healthier food options continues to rise, initiatives like 
NAFED’s Bharat Atta, Bharat Dal, Bharat Rice, and promotion of millets 
play a crucial role in meeting consumer expectations while also supporting 
sustainable agriculture and food security. By promoting the production and 
consumption of millets, NAFED not only supports farmers in diversifying 
their crops but also provides consumers with nutritious and eco-friendly 
food options. This shift towards healthier and more sustainable food 
choices is not just a trend but a necessity for addressing global challenges 
like climate change and food security.
their bodies and support a healthier lifestyle.
As people increasingly recognise the 
importance of healthy food, the national 
Agricultural cooperative Marketing Federation 
of india (nAFeD), which is an agriculture-based 
cooperative, has expanded its business towards 
coming out with healthy food initiatives like 
Millets, Bharat Atta, Bharat Dal, and Bharat chawal. 
these initiatives align with nAFeD’s dedication to 
promoting healthy eating at affordable prices.
W
ritesh chauhan The author is an IAS Officer and the Managing Director of the National Agricultural Cooperative Marketing Federation of India Ltd. (NAFED). 
email: mdcell@nafed-india.com.
Processed Foods : Rising Demand 
for Healthier Food Options
?? ?
????????????????? ?
?????????? ?????
?? ?
?????????? ????? ???? ???? ?
? :? ??
22 July 2024
Millets are highly nutritious grains that offer 
numerous health benefits. t hese are rich sources of 
protein, fibre, and essential vitamins and minerals, 
including phosphorus, magnesium, and iron. 
Millets are particularly beneficial for those with 
diabetes, as they have a low glycemic index and 
help manage blood sugar levels. Additionally, it is 
gluten-free, making it an excellent dietary option 
for people with celiac disease or gluten sensitivities. 
With its ability to aid in digestion, prevent asthma, 
and support heart health, millet is a versatile and 
healthy food choice. Furthermore, recognising the 
nutritional benefits of millets and their potential 
to improve food security, nAFeD has been 
encouraging their cultivation and utilisation as part 
of a diversified and sustainable food system.
nAFeD embarked on a comprehensive journey 
to promote millets as a dietary staple and foster their 
growth across india during 2022-2023. t his included 
the establishment of the Millets experience centre, 
affectionately named shree Anna, at Dilli Haat, 
new Delhi, aiming at showcasing the nutritional 
benefits and culinary versatility to people of all 
ages. the Prime Minister, shri narendra Modi  
appreciated nAFeD’s efforts in providing market 
linkages for shree Anna products. these were 
displayed on the sidelines of the Millets  Luncheon 
hosted by the Ministry of Agriculture & Farmers 
Welfare at the Parliament of india on 20 December 
2022 to mark preparedness for the international 
Year of Millets-2023 (shree Anna). Additionally, 
nAFeD actively supported millet-based startups 
by showcasing their products at events hosted by 
esteemed figures like the then union Agriculture 
Minister, shri narendra singh t omar, thus bolstering 
their visibility and accessibility. t he introduction of 
exclusive Millet c orners within nAFeD Bazaar stores 
further amplified the promotion and availability 
of millet-based products, signalling nAFeD’s 
unwavering commitment to the international Year 
of Millets. 
Moreover, through strategic partnerships with 
the Ministry of Agriculture & Farmers Welfare, 
nAFeD deployed ‘Millet vending Machines’ across 
the Delhi-ncr region, encouraging healthier 
snacking habits. this dedication extended even 
to international platforms, as nAFeD curated 
custom millet-centred gift hampers for the g20 
Meetings, showcasing millets as a symbol of india’s 
commitment to healthy living and sustainable 
agriculture. t hese initiatives collectively underscore 
nAFeD’s pivotal role in promoting millets and 
nurturing a healthier lifestyle across india and 
beyond.
Millets, known for their resilience to adverse 
weather conditions and rich nutritional profile, offer 
a promising alternative to traditional staple grains. 
By promoting the production and consumption 
of millets, nAFeD not only supports farmers in 
diversifying their crops but also provides consumers 
with nutritious and eco-friendly food options. 
‘Bharat Atta’ is a premium-quality whole wheat 
flour, launched under the g overnment’s open 
Market sale scheme (oMss) of the Department 
of Food and Public Distribution (DFPD), Ministry 
of consumer Affairs, g overnment of india. By 
offering nutritious options, nAFeD contributes to 
the broader movement towards healthier food 
choices and supports the government’s efforts to 
ensure food security for all. Bharat Atta is not only 
affordable but also high in dietary fibres, vitamins, 
Page 3


21 July 2024
hich means ‘an individual can 
be free from all sorrows by 
having a balanced diet, healthy 
entertainment, maintaining balance 
in his deeds, making the right efforts, and taking a 
sound sleep. ’
in today’s fast-moving and up-tempo world, 
processed foods have been the go-to option for 
quick meals. t hey are convenient, readily available, 
and often satisfying to the taste buds. However, in 
recent years, a noticeable shift has been underway. 
there has been a significant change in the way 
people think about the food they eat. More 
individuals are opting for healthier food choices 
over processed food alternatives.
i had once come across an impressive quote on 
healthy eating: “t he journey to wellness starts with 
a single bite of intention.” People are realising the 
significance of healthy food for their well-being. 
they understand that what they eat impacts not 
just their physical health but also their energy levels, 
mood, and long-term vitality. this awareness is 
driving a shift towards choosing foods that nourish 
As the demand for healthier food options continues to rise, initiatives like 
NAFED’s Bharat Atta, Bharat Dal, Bharat Rice, and promotion of millets 
play a crucial role in meeting consumer expectations while also supporting 
sustainable agriculture and food security. By promoting the production and 
consumption of millets, NAFED not only supports farmers in diversifying 
their crops but also provides consumers with nutritious and eco-friendly 
food options. This shift towards healthier and more sustainable food 
choices is not just a trend but a necessity for addressing global challenges 
like climate change and food security.
their bodies and support a healthier lifestyle.
As people increasingly recognise the 
importance of healthy food, the national 
Agricultural cooperative Marketing Federation 
of india (nAFeD), which is an agriculture-based 
cooperative, has expanded its business towards 
coming out with healthy food initiatives like 
Millets, Bharat Atta, Bharat Dal, and Bharat chawal. 
these initiatives align with nAFeD’s dedication to 
promoting healthy eating at affordable prices.
W
ritesh chauhan The author is an IAS Officer and the Managing Director of the National Agricultural Cooperative Marketing Federation of India Ltd. (NAFED). 
email: mdcell@nafed-india.com.
Processed Foods : Rising Demand 
for Healthier Food Options
?? ?
????????????????? ?
?????????? ?????
?? ?
?????????? ????? ???? ???? ?
? :? ??
22 July 2024
Millets are highly nutritious grains that offer 
numerous health benefits. t hese are rich sources of 
protein, fibre, and essential vitamins and minerals, 
including phosphorus, magnesium, and iron. 
Millets are particularly beneficial for those with 
diabetes, as they have a low glycemic index and 
help manage blood sugar levels. Additionally, it is 
gluten-free, making it an excellent dietary option 
for people with celiac disease or gluten sensitivities. 
With its ability to aid in digestion, prevent asthma, 
and support heart health, millet is a versatile and 
healthy food choice. Furthermore, recognising the 
nutritional benefits of millets and their potential 
to improve food security, nAFeD has been 
encouraging their cultivation and utilisation as part 
of a diversified and sustainable food system.
nAFeD embarked on a comprehensive journey 
to promote millets as a dietary staple and foster their 
growth across india during 2022-2023. t his included 
the establishment of the Millets experience centre, 
affectionately named shree Anna, at Dilli Haat, 
new Delhi, aiming at showcasing the nutritional 
benefits and culinary versatility to people of all 
ages. the Prime Minister, shri narendra Modi  
appreciated nAFeD’s efforts in providing market 
linkages for shree Anna products. these were 
displayed on the sidelines of the Millets  Luncheon 
hosted by the Ministry of Agriculture & Farmers 
Welfare at the Parliament of india on 20 December 
2022 to mark preparedness for the international 
Year of Millets-2023 (shree Anna). Additionally, 
nAFeD actively supported millet-based startups 
by showcasing their products at events hosted by 
esteemed figures like the then union Agriculture 
Minister, shri narendra singh t omar, thus bolstering 
their visibility and accessibility. t he introduction of 
exclusive Millet c orners within nAFeD Bazaar stores 
further amplified the promotion and availability 
of millet-based products, signalling nAFeD’s 
unwavering commitment to the international Year 
of Millets. 
Moreover, through strategic partnerships with 
the Ministry of Agriculture & Farmers Welfare, 
nAFeD deployed ‘Millet vending Machines’ across 
the Delhi-ncr region, encouraging healthier 
snacking habits. this dedication extended even 
to international platforms, as nAFeD curated 
custom millet-centred gift hampers for the g20 
Meetings, showcasing millets as a symbol of india’s 
commitment to healthy living and sustainable 
agriculture. t hese initiatives collectively underscore 
nAFeD’s pivotal role in promoting millets and 
nurturing a healthier lifestyle across india and 
beyond.
Millets, known for their resilience to adverse 
weather conditions and rich nutritional profile, offer 
a promising alternative to traditional staple grains. 
By promoting the production and consumption 
of millets, nAFeD not only supports farmers in 
diversifying their crops but also provides consumers 
with nutritious and eco-friendly food options. 
‘Bharat Atta’ is a premium-quality whole wheat 
flour, launched under the g overnment’s open 
Market sale scheme (oMss) of the Department 
of Food and Public Distribution (DFPD), Ministry 
of consumer Affairs, g overnment of india. By 
offering nutritious options, nAFeD contributes to 
the broader movement towards healthier food 
choices and supports the government’s efforts to 
ensure food security for all. Bharat Atta is not only 
affordable but also high in dietary fibres, vitamins, 
23 July 2024
and minerals, making it an excellent choice for 
health-conscious consumers. Bharat Atta is made 
from 100% whole wheat grains and processed to 
retain their natural goodness. 
top of Form
in response to the constantly increasing prices 
of wheat flour, the g overnment of india decided 
to offer it at concessional rates under the oMss 
to lower the market prices of wheat flour for 
consumers. the Department of Food and Public 
distribution, decided to release 50 lakh metric 
tonnes (LMt ) wheat from the Food corporation of 
india (Fci). 
nAFeD has taken the initiative and acted swiftly 
to lead in the lifting of the allocated stocks of wheat. 
Bharat Atta has been made available at ?27.50/kg, 
which has been set by the government of india 
across the states through various retail chains and 
distribution points, including nAFeD Bazaar retail 
outlets and mobile vans across the country.
nAFeD has been at the forefront of promoting 
agriculture and allied sectors in india for over 
60 years. the launch of Bharat Atta is yet another 
milestone in nAFeD’s efforts to empower farmers 
and provide high-quality agricultural products to 
consumers.
in addition to Bharat Atta, nAFeD’ s commitment 
to promoting healthy eating extends to its initiative, 
Bharat chawal. this aims to provide consumers 
with access to high-quality rice varieties that are 
not only nutritious but also affordable. Bharat 
chawal consists of essential nutrients, vitamins, and 
minerals, ensuring a wholesome dining experience. 
By introducing healthier options like Bharat chawal, 
nAFeD underscores its dedication to addressing the 
nutritional needs of the populace while supporting 
the government’s overarching goal of food security 
for all.
But nAFeD’s commitment to good food doesn’t 
stop here. in line with the government’s vision of 
achieving self-sufficiency in pulse production, 
nAFeD has also been actively promoting the 
cultivation and consumption of pulses through 
its Bharat Dal initiative. With an emphasis on 
reducing dependence on imports and increasing 
Page 4


21 July 2024
hich means ‘an individual can 
be free from all sorrows by 
having a balanced diet, healthy 
entertainment, maintaining balance 
in his deeds, making the right efforts, and taking a 
sound sleep. ’
in today’s fast-moving and up-tempo world, 
processed foods have been the go-to option for 
quick meals. t hey are convenient, readily available, 
and often satisfying to the taste buds. However, in 
recent years, a noticeable shift has been underway. 
there has been a significant change in the way 
people think about the food they eat. More 
individuals are opting for healthier food choices 
over processed food alternatives.
i had once come across an impressive quote on 
healthy eating: “t he journey to wellness starts with 
a single bite of intention.” People are realising the 
significance of healthy food for their well-being. 
they understand that what they eat impacts not 
just their physical health but also their energy levels, 
mood, and long-term vitality. this awareness is 
driving a shift towards choosing foods that nourish 
As the demand for healthier food options continues to rise, initiatives like 
NAFED’s Bharat Atta, Bharat Dal, Bharat Rice, and promotion of millets 
play a crucial role in meeting consumer expectations while also supporting 
sustainable agriculture and food security. By promoting the production and 
consumption of millets, NAFED not only supports farmers in diversifying 
their crops but also provides consumers with nutritious and eco-friendly 
food options. This shift towards healthier and more sustainable food 
choices is not just a trend but a necessity for addressing global challenges 
like climate change and food security.
their bodies and support a healthier lifestyle.
As people increasingly recognise the 
importance of healthy food, the national 
Agricultural cooperative Marketing Federation 
of india (nAFeD), which is an agriculture-based 
cooperative, has expanded its business towards 
coming out with healthy food initiatives like 
Millets, Bharat Atta, Bharat Dal, and Bharat chawal. 
these initiatives align with nAFeD’s dedication to 
promoting healthy eating at affordable prices.
W
ritesh chauhan The author is an IAS Officer and the Managing Director of the National Agricultural Cooperative Marketing Federation of India Ltd. (NAFED). 
email: mdcell@nafed-india.com.
Processed Foods : Rising Demand 
for Healthier Food Options
?? ?
????????????????? ?
?????????? ?????
?? ?
?????????? ????? ???? ???? ?
? :? ??
22 July 2024
Millets are highly nutritious grains that offer 
numerous health benefits. t hese are rich sources of 
protein, fibre, and essential vitamins and minerals, 
including phosphorus, magnesium, and iron. 
Millets are particularly beneficial for those with 
diabetes, as they have a low glycemic index and 
help manage blood sugar levels. Additionally, it is 
gluten-free, making it an excellent dietary option 
for people with celiac disease or gluten sensitivities. 
With its ability to aid in digestion, prevent asthma, 
and support heart health, millet is a versatile and 
healthy food choice. Furthermore, recognising the 
nutritional benefits of millets and their potential 
to improve food security, nAFeD has been 
encouraging their cultivation and utilisation as part 
of a diversified and sustainable food system.
nAFeD embarked on a comprehensive journey 
to promote millets as a dietary staple and foster their 
growth across india during 2022-2023. t his included 
the establishment of the Millets experience centre, 
affectionately named shree Anna, at Dilli Haat, 
new Delhi, aiming at showcasing the nutritional 
benefits and culinary versatility to people of all 
ages. the Prime Minister, shri narendra Modi  
appreciated nAFeD’s efforts in providing market 
linkages for shree Anna products. these were 
displayed on the sidelines of the Millets  Luncheon 
hosted by the Ministry of Agriculture & Farmers 
Welfare at the Parliament of india on 20 December 
2022 to mark preparedness for the international 
Year of Millets-2023 (shree Anna). Additionally, 
nAFeD actively supported millet-based startups 
by showcasing their products at events hosted by 
esteemed figures like the then union Agriculture 
Minister, shri narendra singh t omar, thus bolstering 
their visibility and accessibility. t he introduction of 
exclusive Millet c orners within nAFeD Bazaar stores 
further amplified the promotion and availability 
of millet-based products, signalling nAFeD’s 
unwavering commitment to the international Year 
of Millets. 
Moreover, through strategic partnerships with 
the Ministry of Agriculture & Farmers Welfare, 
nAFeD deployed ‘Millet vending Machines’ across 
the Delhi-ncr region, encouraging healthier 
snacking habits. this dedication extended even 
to international platforms, as nAFeD curated 
custom millet-centred gift hampers for the g20 
Meetings, showcasing millets as a symbol of india’s 
commitment to healthy living and sustainable 
agriculture. t hese initiatives collectively underscore 
nAFeD’s pivotal role in promoting millets and 
nurturing a healthier lifestyle across india and 
beyond.
Millets, known for their resilience to adverse 
weather conditions and rich nutritional profile, offer 
a promising alternative to traditional staple grains. 
By promoting the production and consumption 
of millets, nAFeD not only supports farmers in 
diversifying their crops but also provides consumers 
with nutritious and eco-friendly food options. 
‘Bharat Atta’ is a premium-quality whole wheat 
flour, launched under the g overnment’s open 
Market sale scheme (oMss) of the Department 
of Food and Public Distribution (DFPD), Ministry 
of consumer Affairs, g overnment of india. By 
offering nutritious options, nAFeD contributes to 
the broader movement towards healthier food 
choices and supports the government’s efforts to 
ensure food security for all. Bharat Atta is not only 
affordable but also high in dietary fibres, vitamins, 
23 July 2024
and minerals, making it an excellent choice for 
health-conscious consumers. Bharat Atta is made 
from 100% whole wheat grains and processed to 
retain their natural goodness. 
top of Form
in response to the constantly increasing prices 
of wheat flour, the g overnment of india decided 
to offer it at concessional rates under the oMss 
to lower the market prices of wheat flour for 
consumers. the Department of Food and Public 
distribution, decided to release 50 lakh metric 
tonnes (LMt ) wheat from the Food corporation of 
india (Fci). 
nAFeD has taken the initiative and acted swiftly 
to lead in the lifting of the allocated stocks of wheat. 
Bharat Atta has been made available at ?27.50/kg, 
which has been set by the government of india 
across the states through various retail chains and 
distribution points, including nAFeD Bazaar retail 
outlets and mobile vans across the country.
nAFeD has been at the forefront of promoting 
agriculture and allied sectors in india for over 
60 years. the launch of Bharat Atta is yet another 
milestone in nAFeD’s efforts to empower farmers 
and provide high-quality agricultural products to 
consumers.
in addition to Bharat Atta, nAFeD’ s commitment 
to promoting healthy eating extends to its initiative, 
Bharat chawal. this aims to provide consumers 
with access to high-quality rice varieties that are 
not only nutritious but also affordable. Bharat 
chawal consists of essential nutrients, vitamins, and 
minerals, ensuring a wholesome dining experience. 
By introducing healthier options like Bharat chawal, 
nAFeD underscores its dedication to addressing the 
nutritional needs of the populace while supporting 
the government’s overarching goal of food security 
for all.
But nAFeD’s commitment to good food doesn’t 
stop here. in line with the government’s vision of 
achieving self-sufficiency in pulse production, 
nAFeD has also been actively promoting the 
cultivation and consumption of pulses through 
its Bharat Dal initiative. With an emphasis on 
reducing dependence on imports and increasing 
24 July 2024
domestic production, nAFeD’s Bharat Dal aims 
to support farmers and ensure a steady supply of 
high-quality pulses to meet the growing demand 
in the market.
nAFeD’s commitment to promoting healthier 
food options extends beyond flour to pulses like 
tur Dal and Masoor Dal. Pulses are a powerhouse 
of nutrition and an essential part of a healthy diet. 
they are high in protein and fibre, while being 
low in fat, which makes them an excellent choice 
for maintaining a healthy weight and reducing 
the risk of chronic diseases. Pulses are also rich in 
complex carbohydrates, micronutrients, vitamins, 
and minerals like iron, calcium, magnesium, and 
potassium, which are crucial for overall health. 
Additionally, pulses are environmentally friendly 
as they require less water to grow and improve soil 
fertility, making them a sustainable food choice. 
incorporating pulses into meals can contribute 
to heart health by managing cholesterol levels 
and providing slow-release energy, which keeps 
you satiated for longer periods of time. Whether 
you’re looking to enhance your diet or support 
environmental sustainability, pulses are a versatile 
and nutritious option to consider.
Pulses are essential foods in india, but 
sometimes there aren’t enough of them. to 
address this issue, the government is supporting 
farmers through schemes like the Price support 
scheme (Pss) and Price s tabilisation Fund (PsF),  
ensuring fair prices for their crops and adequate 
food supply for all.
the success of nAFeD’s initiatives can be 
attributed to its comprehensive approach to 
promoting healthier food options. By collaborating 
with various stakeholders, including farmers, 
retailers, and government agencies, nAFeD has 
been able to create a positive impact on both the 
agricultural sector and the health and well-being of 
consumers.
epilogue
As the demand for healthier food options 
continues to rise, initiatives like nAFeD’s Bharat 
Atta, Bharat Dal, Bharat r ice, and promotion of 
millets play a crucial role in meeting consumer 
expectations while also supporting sustainable 
agriculture and food security. By embracing these 
initiatives, consumers can not only make healthier 
choices but also contribute towards building 
a more resilient and sustainable food system 
for future generations. choosing products like 
Bharat Atta, Bharat Dal, and Bharat chawal not 
only ensures better nutrition but also supports 
local farmers and promotes agricultural diversity. 
Additionally, the promotion of millets encourages 
crop diversity, which enhances soil health and 
reduces the reliance on water-intensive crops. 
t his shift towards healthier and more sustainable 
food choices is not just a trend but a necessity for 
addressing global challenges like climate change 
and food security. it empowers consumers to be 
a part of the change, shaping a food landscape 
that is both nutritious and environmentally 
responsible.                                                                      ?
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Page 5


21 July 2024
hich means ‘an individual can 
be free from all sorrows by 
having a balanced diet, healthy 
entertainment, maintaining balance 
in his deeds, making the right efforts, and taking a 
sound sleep. ’
in today’s fast-moving and up-tempo world, 
processed foods have been the go-to option for 
quick meals. t hey are convenient, readily available, 
and often satisfying to the taste buds. However, in 
recent years, a noticeable shift has been underway. 
there has been a significant change in the way 
people think about the food they eat. More 
individuals are opting for healthier food choices 
over processed food alternatives.
i had once come across an impressive quote on 
healthy eating: “t he journey to wellness starts with 
a single bite of intention.” People are realising the 
significance of healthy food for their well-being. 
they understand that what they eat impacts not 
just their physical health but also their energy levels, 
mood, and long-term vitality. this awareness is 
driving a shift towards choosing foods that nourish 
As the demand for healthier food options continues to rise, initiatives like 
NAFED’s Bharat Atta, Bharat Dal, Bharat Rice, and promotion of millets 
play a crucial role in meeting consumer expectations while also supporting 
sustainable agriculture and food security. By promoting the production and 
consumption of millets, NAFED not only supports farmers in diversifying 
their crops but also provides consumers with nutritious and eco-friendly 
food options. This shift towards healthier and more sustainable food 
choices is not just a trend but a necessity for addressing global challenges 
like climate change and food security.
their bodies and support a healthier lifestyle.
As people increasingly recognise the 
importance of healthy food, the national 
Agricultural cooperative Marketing Federation 
of india (nAFeD), which is an agriculture-based 
cooperative, has expanded its business towards 
coming out with healthy food initiatives like 
Millets, Bharat Atta, Bharat Dal, and Bharat chawal. 
these initiatives align with nAFeD’s dedication to 
promoting healthy eating at affordable prices.
W
ritesh chauhan The author is an IAS Officer and the Managing Director of the National Agricultural Cooperative Marketing Federation of India Ltd. (NAFED). 
email: mdcell@nafed-india.com.
Processed Foods : Rising Demand 
for Healthier Food Options
?? ?
????????????????? ?
?????????? ?????
?? ?
?????????? ????? ???? ???? ?
? :? ??
22 July 2024
Millets are highly nutritious grains that offer 
numerous health benefits. t hese are rich sources of 
protein, fibre, and essential vitamins and minerals, 
including phosphorus, magnesium, and iron. 
Millets are particularly beneficial for those with 
diabetes, as they have a low glycemic index and 
help manage blood sugar levels. Additionally, it is 
gluten-free, making it an excellent dietary option 
for people with celiac disease or gluten sensitivities. 
With its ability to aid in digestion, prevent asthma, 
and support heart health, millet is a versatile and 
healthy food choice. Furthermore, recognising the 
nutritional benefits of millets and their potential 
to improve food security, nAFeD has been 
encouraging their cultivation and utilisation as part 
of a diversified and sustainable food system.
nAFeD embarked on a comprehensive journey 
to promote millets as a dietary staple and foster their 
growth across india during 2022-2023. t his included 
the establishment of the Millets experience centre, 
affectionately named shree Anna, at Dilli Haat, 
new Delhi, aiming at showcasing the nutritional 
benefits and culinary versatility to people of all 
ages. the Prime Minister, shri narendra Modi  
appreciated nAFeD’s efforts in providing market 
linkages for shree Anna products. these were 
displayed on the sidelines of the Millets  Luncheon 
hosted by the Ministry of Agriculture & Farmers 
Welfare at the Parliament of india on 20 December 
2022 to mark preparedness for the international 
Year of Millets-2023 (shree Anna). Additionally, 
nAFeD actively supported millet-based startups 
by showcasing their products at events hosted by 
esteemed figures like the then union Agriculture 
Minister, shri narendra singh t omar, thus bolstering 
their visibility and accessibility. t he introduction of 
exclusive Millet c orners within nAFeD Bazaar stores 
further amplified the promotion and availability 
of millet-based products, signalling nAFeD’s 
unwavering commitment to the international Year 
of Millets. 
Moreover, through strategic partnerships with 
the Ministry of Agriculture & Farmers Welfare, 
nAFeD deployed ‘Millet vending Machines’ across 
the Delhi-ncr region, encouraging healthier 
snacking habits. this dedication extended even 
to international platforms, as nAFeD curated 
custom millet-centred gift hampers for the g20 
Meetings, showcasing millets as a symbol of india’s 
commitment to healthy living and sustainable 
agriculture. t hese initiatives collectively underscore 
nAFeD’s pivotal role in promoting millets and 
nurturing a healthier lifestyle across india and 
beyond.
Millets, known for their resilience to adverse 
weather conditions and rich nutritional profile, offer 
a promising alternative to traditional staple grains. 
By promoting the production and consumption 
of millets, nAFeD not only supports farmers in 
diversifying their crops but also provides consumers 
with nutritious and eco-friendly food options. 
‘Bharat Atta’ is a premium-quality whole wheat 
flour, launched under the g overnment’s open 
Market sale scheme (oMss) of the Department 
of Food and Public Distribution (DFPD), Ministry 
of consumer Affairs, g overnment of india. By 
offering nutritious options, nAFeD contributes to 
the broader movement towards healthier food 
choices and supports the government’s efforts to 
ensure food security for all. Bharat Atta is not only 
affordable but also high in dietary fibres, vitamins, 
23 July 2024
and minerals, making it an excellent choice for 
health-conscious consumers. Bharat Atta is made 
from 100% whole wheat grains and processed to 
retain their natural goodness. 
top of Form
in response to the constantly increasing prices 
of wheat flour, the g overnment of india decided 
to offer it at concessional rates under the oMss 
to lower the market prices of wheat flour for 
consumers. the Department of Food and Public 
distribution, decided to release 50 lakh metric 
tonnes (LMt ) wheat from the Food corporation of 
india (Fci). 
nAFeD has taken the initiative and acted swiftly 
to lead in the lifting of the allocated stocks of wheat. 
Bharat Atta has been made available at ?27.50/kg, 
which has been set by the government of india 
across the states through various retail chains and 
distribution points, including nAFeD Bazaar retail 
outlets and mobile vans across the country.
nAFeD has been at the forefront of promoting 
agriculture and allied sectors in india for over 
60 years. the launch of Bharat Atta is yet another 
milestone in nAFeD’s efforts to empower farmers 
and provide high-quality agricultural products to 
consumers.
in addition to Bharat Atta, nAFeD’ s commitment 
to promoting healthy eating extends to its initiative, 
Bharat chawal. this aims to provide consumers 
with access to high-quality rice varieties that are 
not only nutritious but also affordable. Bharat 
chawal consists of essential nutrients, vitamins, and 
minerals, ensuring a wholesome dining experience. 
By introducing healthier options like Bharat chawal, 
nAFeD underscores its dedication to addressing the 
nutritional needs of the populace while supporting 
the government’s overarching goal of food security 
for all.
But nAFeD’s commitment to good food doesn’t 
stop here. in line with the government’s vision of 
achieving self-sufficiency in pulse production, 
nAFeD has also been actively promoting the 
cultivation and consumption of pulses through 
its Bharat Dal initiative. With an emphasis on 
reducing dependence on imports and increasing 
24 July 2024
domestic production, nAFeD’s Bharat Dal aims 
to support farmers and ensure a steady supply of 
high-quality pulses to meet the growing demand 
in the market.
nAFeD’s commitment to promoting healthier 
food options extends beyond flour to pulses like 
tur Dal and Masoor Dal. Pulses are a powerhouse 
of nutrition and an essential part of a healthy diet. 
they are high in protein and fibre, while being 
low in fat, which makes them an excellent choice 
for maintaining a healthy weight and reducing 
the risk of chronic diseases. Pulses are also rich in 
complex carbohydrates, micronutrients, vitamins, 
and minerals like iron, calcium, magnesium, and 
potassium, which are crucial for overall health. 
Additionally, pulses are environmentally friendly 
as they require less water to grow and improve soil 
fertility, making them a sustainable food choice. 
incorporating pulses into meals can contribute 
to heart health by managing cholesterol levels 
and providing slow-release energy, which keeps 
you satiated for longer periods of time. Whether 
you’re looking to enhance your diet or support 
environmental sustainability, pulses are a versatile 
and nutritious option to consider.
Pulses are essential foods in india, but 
sometimes there aren’t enough of them. to 
address this issue, the government is supporting 
farmers through schemes like the Price support 
scheme (Pss) and Price s tabilisation Fund (PsF),  
ensuring fair prices for their crops and adequate 
food supply for all.
the success of nAFeD’s initiatives can be 
attributed to its comprehensive approach to 
promoting healthier food options. By collaborating 
with various stakeholders, including farmers, 
retailers, and government agencies, nAFeD has 
been able to create a positive impact on both the 
agricultural sector and the health and well-being of 
consumers.
epilogue
As the demand for healthier food options 
continues to rise, initiatives like nAFeD’s Bharat 
Atta, Bharat Dal, Bharat r ice, and promotion of 
millets play a crucial role in meeting consumer 
expectations while also supporting sustainable 
agriculture and food security. By embracing these 
initiatives, consumers can not only make healthier 
choices but also contribute towards building 
a more resilient and sustainable food system 
for future generations. choosing products like 
Bharat Atta, Bharat Dal, and Bharat chawal not 
only ensures better nutrition but also supports 
local farmers and promotes agricultural diversity. 
Additionally, the promotion of millets encourages 
crop diversity, which enhances soil health and 
reduces the reliance on water-intensive crops. 
t his shift towards healthier and more sustainable 
food choices is not just a trend but a necessity for 
addressing global challenges like climate change 
and food security. it empowers consumers to be 
a part of the change, shaping a food landscape 
that is both nutritious and environmentally 
responsible.                                                                      ?
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26 July 2024
he food processing industry is one of 
the most important and promising 
sectors of the indian economy. india is 
one of the largest producers of various 
food categories such as dairy, cereals, fruits and 
vegetables, animal proteins, fishes, spices, tea, 
etc., which indeed gives it an edge in terms of 
the availability of resources. this sector involves a 
large number of sMes (small and Medium-sized 
enterprises) and is a substantial contributor to 
T
dr ajay sahai The author is the Director General and CEO of FIEO (Federation of Indian Export Organisations). Email: ajaysahai@fieo.org
Export Potential and 
Global Competitiveness of 
Indian Processed Foods 
India exports a wide array of items over 10,000 tariff lines. Within 
this vast export basket, food and agricultural products constitute 
approximately 11% of our total exports. Recognising the strategic 
importance of agri-exports, India has taken significant policy initiatives 
aimed at enhancing its export performance. Another critical policy 
intervention is the Production Linked Incentive Scheme for Food 
Processing Industry (PLISFPI), approved by the Union Cabinet on  
31 March 2021. By capitalising on its rich agricultural base, investing 
in modern infrastructure like food parks, and prioritising food safety 
standards, India can become a globally competitive player.
creating additional employment opportunities as 
well as ensuring higher income for our farmers.
exports indeed act as a strong incentive for 
growth. However, we should realise the fact that 
india’s share in global merchandise exports is 
currently around 1.8%, making it the 18th largest 
exporter in the world. the indian economy is not 
export-centric, yet exports contribute to around 
23% of the gDP , which is impressive when compared 
to large economies as the us has an export-to- gDP