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Makhana Board, positive step towards infrastructure support
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Monday, 10 March, 2025, 08 : 00 AM [IST]
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D P Jhawar
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Makhana was not always in the spotlight. For centuries, these humble water lily seeds remained a quiet staple in Bihar, mainly appearing during religious fasts and family rituals. But today, this traditional Indian snack has transformed into a thriving ?4,000 crore industry, catching the attention of health-conscious consumers worldwide.
The rise of Makhana was not the result of a flashy marketing campaign or strategic branding. Instead, it happened naturally—at the crossroads of shifting dietary habits, scientific validation of its health benefits, and the wisdom of Bihar’s farmers, who have nurtured this crop for generations.
In Bihar, where 85% of the world’s makhana is grown, farmers still cultivate makhana traditionally, just as their ancestors did. What was once considered routine knowledge has now become the backbone of a booming industry. Today, nearly four lakh farmers are engaged in its cultivation, applying age-old techniques to meet soaring global demand.
The Geographical Indication (GI) certification for Mithila Makhana was more than just a stamp of authenticity—it was recognition of a deep-rooted legacy. For local farmers, what once provided a simple livelihood has now become an entry ticket to the international market.
Makhana is not just another trendy snack; it's packed with nutrients. With nearly 9 to 10 grams of protein per 100 grams, minimal fat, and a rich supply of essential minerals, it fits perfectly into modern health trends. While Ayurveda has long extolled its benefits, contemporary nutritionists are now reaffirming its status as a superfood.
But Makhana’s journey is about more than just numbers and nutritional value—it represents a cultural shift. Once reserved for fasting and religious traditions, it is now a premium health snack, growing at nearly 19% annually. This isn’t just a passing trend; it’s a redefinition of how traditional Indian foods are perceived worldwide.
Step into a Makhana processing unit today, and you will witness a fusion of old and new. Traditional roasting methods remain at the heart of production, but modern machinery now operates alongside skilled workers, boosting efficiency by 40%. The challenge has been to modernise without compromising authenticity, ensuring that while quality and scale improve, the essence of Makhana remains intact.
The product range has also expanded significantly. Once eaten plain or lightly roasted in ghee, Makhana is now available in a variety of Indian and Western flavours like Pudina, Piri Piri, Tomato, Cream & Onion, Caramel, and even Truffle. Some producers have gone further, developing Makhana Pasta, Makhana Flour for baking, or incorporating it into breakfast cereals. These innovations are unlocking new markets while keeping the snack’s core identity alive.
As the healthy snacking market heads toward ?5.8 lakh crore by 2030, the demand for clean, plant-based, and nutrient-rich foods is skyrocketing. Makhana fits the bill perfectly—gluten-free, vegan, and deeply rooted in tradition. Its success has also fuelled interest in other Indian superfoods, suggesting that makhana may be just the beginning.
However, global expansion comes with its own set of challenges. Small-scale farmers struggle with maintaining consistency. As Makhana is highly volumetric, which increases transport cost making it expensive to transport to distant places. A lack of proper packing & storing facilities near its origin also pose significant hurdles, as traditional supply chains struggle to keep up with international demand. But with every challenge comes an opportunity—companies are already developing improved storage methods and standardised grading systems to enhance efficiency.
The establishment of the Makhana Board in Bihar, recently announced in the Budget, is a positive step that will help streamline operations and provide much-needed infrastructure support.
Exporting makhana also requires navigating complex international regulations. Different countries have different certification requirements, packaging standards, and consumer expectations. A marketing strategy that works in Dubai may not necessarily resonate in Denver. The most successful brands are those that adapt their messaging while preserving makhana’s core identity as an authentic Indian superfood.
With makhana's success, competition is inevitable. While other countries are experimenting with cultivation, Bihar’s natural conditions and generational expertise give it a distinct edge. However, the future of makhana is not just about production—it’s about innovation. Which company will introduce the next big makhana-based product? Who will emerge as the category leader in global markets?
Investment is pouring into the industry, drawn by its rapid growth. However, industry veterans warn against prioritising mass production at the cost of authenticity. Makhana’s appeal lies in its roots and losing that in the pursuit of scale could weaken its unique charm. The brands that will succeed are those that strike the right balance between modernisation and tradition.
Makhana’s transformation—from a sacred fasting food to an internationally recognised health snack—is a testament to the power of cultural authenticity in modern markets. As global consumers lean toward plant-based, natural foods, India’s rich culinary traditions present a vast, untapped opportunity.
For food industry leaders, makhana’s rise offers valuable lessons: leverage nutritional credibility, preserve authenticity, and adapt to evolving consumer preferences. Other traditional Indian foods may follow similar paths, but their success will hinge on a crucial factor—the ability to evolve without losing their essence.
In a world searching for sustainable, healthy food solutions, India’s traditional wisdom is not just relevant—it’s revolutionary.
(The author is CEO, ProV Foods)
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