(June 15, 2024) “Can you imagine enjoying nutritious snacks for just ₹5? In a country where health and nutrition often seem like distant aspirations for millions, Troo Good emerged on the scene in 2018 with a revolutionary vision,” states the website of a millet snack company that’s on a mission to “nourish 1 billion Indians.” It was six years ago that US-returned Raju Bhupati drew his inspiration to advocate for better nutrition in India from his father, who was both a spiritual leader and a healer. “He was a homoeopathic practitioner and would treat the poor for free. This was the base for my motivation to deal with the nutrition challenge in the country,” he said in an interview. In a short span, Raju has become the millet movement pioneer in India making nutrition meet affordability, one snack at a time.
Journey from IT to entrepreneurship
But growing up, entrepreneurship was never on his mind. In fact, after finishing his MSc in Organic Chemistry, he made his debut in the world of IT as a lab assistant and later moved to Computer Science Corporation. Over the years, he climbed up the corporate ladder and soon became the youngest global director at CSC managing the Independent Testing Services vertical. His hard work and perseverance took him to the US where he helped accelerate the growth of several IT companies globally.
Having worked for years in IT for other companies, Raju knew that it was time to start something of his own. This desire to become an entrepreneur made him return to India to start Hello Curry, one of India’s first cloud kitchens in 2013. He successfully pioneered India’s first shared kitchen model, where multiple brands could operate from a single kitchen connected to Hello Curry, creating a unified platform for ordering food.
Reintroducing millet
Riding on the success of Hello Curry, his ambition to further innovate in the food industry and provide affordable nutrition led to the establishment of Troo Good in 2018. This led Raju towards millets, an economical and nutritious grain. “Since I wanted to make the food affordable, I needed something locally available. Quinoa is a good, healthy alternative to wheat, but it is expensive and has to be imported. Then I found millets, which are the best choice,” he added.
He began with selling millet paranthas to local schools and corporations and soon transitioned to millet snacks with chikki, owing to its long shelf life. Upon research, he found that ₹5 and ₹10 snack market is huge in India. “You mostly get chips, biscuits, and other snacks in that price range. I saw that existing options only cater to taste. I wanted to focus on three fundamentals through Troo Good — affordability, taste, and nutrition.”
Having found the perfect vessel in chikki to turn his mission into reality, Raju collaborated with a team of in-house scientists to develop a millet chikki enriched with ragi, bajra, jowar and peanuts. In no time, the brand was recognised by the Indian Council of Agricultural Research and the Indian Institute of Millets Research for its pioneering work in providing affordable nutrition.
Making an impact
While his mission has been to establish a healthy snacks market centered on millets as the star ingredient, he has also significantly contributed to inclusive growth by employing local workers, sourcing raw materials locally, and selling the products within the community, all of which help maintain the affordability of the snacks. However, the sudden surge in demand led him to set up three new factories in a fortnight by sending his employees to Chattisgarh and nearby states. “We needed skilled manpower. My team members went to villages and spent nights in the houses of contractors. We had to add factories at lightning speed. With a ton of courage, we added three factories in 15 days and increased our volumes to 5,000 kgs,” added Raju.
To support their operations, they hire locally and create employment opportunities for women, who form 80 percent of their factory workforce, thus working towards women’s empowerment. “Wherever we go, we train the women at the self-help groups. We also help farmers by directly buying from them, helping them increase their profits,” said the entrepreneur. With over 250 employees across 8 states, Troo Good is India’s largest non-NGO social enterprise. Their products are available in more than 12,000 small brick-and-mortar shops and 500 modern retail stores across various cities in India.
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Currently, they are collaborating with the Telangana, Andhra Pradesh, Karnataka, and Chhattisgarh state governments on several initiatives, including Poshan Abhiyan, young mothers’ welfare, and the mid-day meal scheme. They have also partnered with The Akshaya Patra Foundation in Karnataka and Vedanta in Uttar Pradesh to enhance nutrition in Anganwadis.
Raju, who translated his dream into reality, says that his mantra is to go all out with every ounce of energy to achieve what you want in life.
Celebrating millet
Millets, once a staple in rural India, are now celebrated as a superfood, leading a nutritional and environmental revolution across the country. Renowned for their high protein, fiber, vitamin, and mineral content, millets offer substantial health benefits, such as improved digestion, chronic disease prevention, and effective weight management. Interestingly, their resurgence aligns with the United Nations’ Sustainable Development Goals (SDGs), particularly SDG 2 (Zero Hunger), SDG 3 (Good Health and Well-being), SDG 12 (Sustainable Consumption and Production), and SDG 13 (Climate Action).
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With strong backing from the Indian government and various enterprises, these grains are increasingly integrated into public welfare programs, including mid-day meals and Anganwadi nutrition supplements, thereby enhancing dietary habits and supporting local economies. This millet renaissance is a pivotal force in India’s pursuit of sustainable and inclusive growth, and Troo Good is playing an important role in helping in taking the millet revolution a step forward.
- Follow Raju Bhupati on LinkedIn
