Jowar is a very popular food grain especially in rural and semi-urban areas as it is cheaper than Wheat and paddy.
Jowar is a very popular food grain especially in rural and semi-urban areas as it is cheaper than wheat and paddy. Likewise, price of Jowar flakes is less than rice flakes and hence poor section of the society prefers them. With so many applications, rural areas provide a thriving market. With proper distribution network, it is possible to penetrate the market. Retailing is not envisaged as it would need fairly large network.
Jowar is a coarse grain and is difficult to pound. Therefore, it was not as popular as rice flakes. But with the advent of technology, it has now become possible to produce flakes from Jowar as well. It is a very popular Cereal especially in rural areas of western India.
Jowar flakes have several applications and they are very popular especially in Maharashtra. The preferred locations are Maharashtra, Madhya Pradesh or Karnataka. They are used for making deep fat fried products such as fried and seasoned mixtures or toasted and seasoned mixtures, energy food, upma, sweet/savory pongal, sweet gravy, tamarind bhaat etc.