Sorghum directorate to partner FMCG majors

Hyderabad-headquartered Directorate of Sorghum Research (DSR), a central agency under the Indian Council of Agricultural Research (ICAR), is considering partnering fast-moving consumer goods majors, including Nestle, Parle and ITC Foods, to provide assistance in research and development (R&D) and promote sorghum (jowar)-based products in India.

Last year, DSR, which focuses on demand-based research to increase sorghum production, pilot-launched various sorghum-based products, including atta, roasted flakes, vermicelli, biscuits, rawa and pasta under its brand 'Eat Rite'.

“We have crop research data on sorghum, which shows it has many health benefits and the potential to become a commercial crop. As part of our target, we are approaching FMCG players for commercial production of jowar-based products such as pasta, idli and biscuits,” DSR Director J V Patil told Business Standard. “The shelf-life of our in-house developed products is very low, about six months, while these products require a shelf life of 12-18 months. So, we are looking for joint research collaborations to increase the shelf life,” he added.

DSR, set up to promote sorghum production and consumption, specialises in crop-side sciences. Its partner companies are expected to take the lead in product development, sales and marketing.

“We had signed a three-year MoU (memorandum of understanding) with leading bakery and dairy products maker Britannia Industries in November 2011 in this regard,” said DSR principal scientist B Dayakar Rao. “We will share our core data on nutrition and research with Britannia. And, the company will take the lead in product development in bringing out a portfolio of jowar-based biscuits and bakery products by using its own technical expertise. Britannia is expected to launch its jowar-based products in the market by March 2013,” he added.

Nutritionists have acknowledged sorghum’s high nutritional value; it is rich in fibre and is gluten-free, which helps fight diabetes, arthritis and celiac diseases. “With the growing awareness on healthy diets and the growth in consumption of oats, millets and ragi, we are now targeting the growing health-conscious consumers. We are jointly working with DSR to bring alternative grains with high nutritional benefits into our portfolio,” said a Britannia spokesperson.