The Indian makhana market is witnessing a surge in popularity, driven by an increasing consumer appetite for healthier snacks and the growing preference for superfoods. Central to this boom is the rising awareness of the health benefits of makhana, or fox nuts, which are rich in protein and low in calories. This nutritional profile has contributed to a significant uptick in both domestic consumption and export potential.
Government initiatives have played a key role in propelling growth within the sector, particularly the National Makhana Mission, introduced in 2022. Designed to boost production, the mission provides financial support, infrastructure development, and research funding to farmers. Targeting over 50,000 farmers in Bihar and other key growing regions, the initiative has already allocated Rs 500 crore to enhance cultivation through the provision of high-yield seeds and modern farming techniques.
Roasted makhana, in particular, dominates the market, gaining traction as a healthier alternative to traditional snack foods. Innovations such as unique flavor combinations, including peri-peri, cheese, and turmeric, have further accelerated the trend.
Revant Himatsingka, aka Foodpharmer, observes that makhana has gained significant momentum in recent years. “It has become a snack of choice due to its high fiber content and nutritional value,” he says. He notes that while healthy snack options are limited in India, makhana’s growing popularity could position it as a major competitor to snacks like biscuits. “Compared to namkeen or biscuits, makhana is a much better option,” he explains. The food influencer and activist says, makhana has the potential to become a global snack, much like popcorn, if it can adopt trending flavors.
The growing appeal of makhana has caught the attention of both regional and national players, including Mr. Makhana, a brand that has expanded its reach internationally, selling processed makhana to over 15 countries. Founder Rishab Jain reflects on the journey: “When we started, makhana was priced at Rs 350–400 per kilo; today, it’s nearly Rs 1500. That demand was created when we launched the product on airlines like Jet Airways, and farmers were surprised by its reach,” Jain says. This price surge, while indicative of rising demand, also raises questions about the accessibility of the product to the masses.
Despite price volatility, Mr. Makhana has made significant strides in global markets, capitalizing on India’s exclusive position as the source of authentic makhana. “Like olive oil from Italy, makhana from India has become a unique product,” Jain adds. The brand has even broken into the Japanese market with a proper distributor, a rare feat for Indian products.
However, challenges remain. The price of makhana has been climbing, driven by supply constraints and fluctuating crop yields. Sreejith Moolayil, Co-Founder of True Elements, highlights that the price of makhana has spiked 200% in the past year, making it increasingly difficult for brands to maintain profitability. “For makhana to go mainstream and compete with potato chips, the price point must be addressed,” he asserts, emphasizing the need for increased cultivation to meet growing demand.
The Makhana Board
The issue of supply is compounded by the fact that makhana cultivation is concentrated in specific regions of Bihar, limiting production capacity. With a current reliance on manual harvesting and processing, farmers face significant cost pressures, and large-scale production remains economically unfeasible without government intervention. To address these issues, the formation of a Makhana Board is seen as a potential solution, one that could help stabilize prices by addressing supply chain bottlenecks.
During the 2025 Union Budget speech, Finance Minister Nirmala Sitharaman said that a Makhana Board will be set up in Bihar to enhance the production and processing of makhana. Sitharaman highlighted that the new board will serve as a cornerstone for modernizing agricultural practices and access to advanced technologies.
Read more: Union Budget 2025: FM announces new Makhana Board in Bihar to empower farmers
Former government official Pradeep Kumar highlights that, while the Makhana Research Centre had focused only on crop research, the new board will address crucial marketing needs, offering farmers access to competitive prices and direct sales channels. This will help reduce the inflated prices set by middlemen, says the ex-Director MSME, Govt of India and Additional Secretary, Govt of Bihar. By streamlining the supply chain, the board is expected to boost both the quality and quantity of the product. Additionally, the board’s initiatives to improve infrastructure and encourage international market access may further benefit farmers.
Kumar envisions the Makhana Board as a critical force in improving the livelihoods of farmers, stimulating economic growth in Bihar, and ensuring fair pricing. Ultimately, the board aims to turn Bihar into a major hub for Makhana production and processing and marketing, encouraging investment in local industries and technological advancements to drive sustainable growth.
Read more: Nikhil Kamath bets on Makhana, now FM gives the superfood a boost; reactions galore
Prateek Bhagchandka, Founder & CEO of MOM (Meal of the Moment), which does third-party label for Britannia, emphasizes the potential benefits of establishing a Makhana Board to regulate and enhance the production of this increasingly popular snack. With the collaboration between the government and the board, Bhagchandka envisions better seed practices, improved crop yield, and lower price volatility, which could stabilize the market and facilitate mass adoption.
Currently, Makhana prices have surged. Bhagchandka attributes these fluctuations to harvest conditions and market demand. The Makhana market, valued at Rs 3,600 crore, has seen a surge in popularity, especially post-COVID, as more consumers turn to healthy snack options.
The product’s reach has expanded from primarily North and West India to growing demand in regions like South India and the Northeast. While exports remain limited, with about 10% of production leaving the country, Bhagchandka believes greater investment in marketing could boost international sales. Despite not investing heavily in traditional advertising, his company leverages digital strategies, retail presence, and influencer marketing to drive growth.
The Big Challenge and Opportunity
Despite the hurdles, the market potential for makhana, particularly in international markets, remains enormous. Aditya Goyal, CEO of Vishnu Delight, notes that raw makhana exports are growing, especially in the U.S., Saudi Arabia, and Australia. However, the government’s decision to impose a higher GST on flavored makhana, compared to raw varieties, could pose a challenge to pricing strategies.
The role of private sector players, such as Mr. Makhana, in directly sourcing from farmers and ensuring fair compensation is crucial for the sustainability of the market. “We tried to create a cooperative model similar to Amul, where farmers supply us with makhana, and we ensure fair compensation,” Jain explains. Such initiatives could be critical to ensuring the livelihoods of farmers, particularly as middlemen have historically exploited them by taking large margins.
It’s not just startups that are making waves in the makhana market; FMCG giants like Britannia Industries and DS Group are also stepping up. Ritesh Kumar, of DS Group, shares that the company has successfully test-marketed its makhana products in the USA, UK, and UAE, with promising results. “As we look to expand, we plan to introduce composite can packaging to enhance shelf appeal and product longevity. We’re also refining our flavors to cater to regional taste preferences, particularly when it comes to spice levels,” Kumar explains.
Looking to the future, some experts are optimistic about makhana’s potential to achieve global superfood status.
Branding Makhana For The World
Santosh Desai, CEO of Futurebrands, suggests that makhana is positioned at the intersection of global health trends, much like quinoa or kale before it. “It’s important for one or two mega-celebrities or influencers to champion makhana, which will help it gain global recognition. That’s how it becomes a story and gains momentum,” Desai says. With the right strategy, makhana could soon be a mainstay on the shelves of health-conscious consumers worldwide.
“You need this to become the “new kale” or “new quinoa.” Superfoods tend to have their moment in the sun and then become a permanent part of people’s lives,” he explains. The challenge and the opportunity is for makhana to make that leap and become the next global sensation.
“We must also pursue trademark protection for ‘Indian Makhana’ to leverage the country of origin linkage”, Desai adds.
The key to makhana’s continued success lies in creating a compelling narrative that connects the product to its roots and the prosperity it brings to local farming communities. As brand expert Nisha Sampath points out, “It’s crucial to link makhana’s story to its cultivators and the sustainability of local economies. Successful commodities like honey and olive oil have made this connection.”
When it comes to competing with other iconic Indian product and food trend exports like chai or turmeric lattes, makhana may follow its own unique path. While it could pair well with these drinks, for global success, it must cater to international palates. Dr. Pal, a health influencer, suggests that offering savory flavors such as Italian seasoning, sea salt, chili-lime, and barbecue, or sweet varieties like matcha and chocolate, could help make makhana more appealing to a broader audience.
Salty, sweet or spicy, the opportunity for the super-food is clear. With the right mix of innovation, progressive policies, infrastructure development, and global storytelling, Indian makhana could become the next big superfood to capture the world’s imagination.