Tariffs, Trade Deals & the Millet Gold Rush for Indian Startups

Indian startups have the potential to dominate the global millet market, valued at $15 billion, but face challenges like lack of funding, branding, and export opportunities, which hinder their growth

Despite being a major producer of millets and other agricultural products, India's share in the global packaged food market remains minimal, under 2%, as other countries excel in adding value through branding and processing

India supplies raw ingredients, but countries like the Netherlands and Belgium profit significantly by mastering branding, logistics, and global compliance, highlighting a gap in India's approach

The lack of post-harvest value addition, such as branding and packaging, limits India's profits For example, turmeric is sold in bulk from India but marketed at a premium in the West with wellness narratives.

Recent US. tariffs on Indian goods have strained trade relations, but also pushed India to explore new markets in Europe, Australia, and the UK, where trade agreements offer reduced tariffs on processed foods.

The India-UK Free Trade Agreement in July 2025 allows zero-duty access for most Indian agri-products, offering new export opportunities if India strengthens its branding and compliance efforts

To capitalize on these opportunities, India needs to focus on developing a robust branding strategy for its products, akin to its success in other sectors like fintech and logistics

Government initiatives like PM-GatiShakti and investments in infrastructure are positive steps, but there's a pressing need to build brand identity to ensure India reaps the full benefits of its agricultural prowess

By empowering startups in the FMCG sector and simplifying processes like labeling and certification, India can better position itself as a global leader in wellness foods and sustainable agriculture

The ultimate goal is for India to not only produce what it eats but to sell what it grows, ensuring that the value of its agricultural products is captured within the country, not just exported as raw commodities