Ancient Khapli Wheat Finds New Favour Among Urban Health Seekers

Khapli atta, made from the traditional emmer wheat, is regaining popularity in India as urban consumers increasingly turn to healthier, functional foods to address lifestyle issues such as diabetes and obesity. Once rarely used, this ancient grain now sells at three to five times the price of regular wheat flour. Its appeal lies in its higher fibre and protein content and lower glycaemic index, which supports steadier blood sugar levels.

These benefits have prompted brands like ITC, Urban Platter and Satvyk, along with regional millers, to expand their Khapli offerings. Industry experts report rapid sales growth, driven by consumers willing to pay more for perceived health advantages. However, high prices remain a hurdle. For many buyers, Khapli atta offers a balance between nutritional improvement and the familiarity of wheat-based diets.

03-01-2026