Once considered a forgotten grain, Khapli (Emmer) atta is making a strong comeback as Indian consumers increasingly seek heritage-rich, nutrient-dense food options. Known for its high fibre and protein content, Khapli atta is now being sold at premium prices — sometimes up to five times the cost of regular wheat flour. Despite this, urban wellness-focused …
Consumers Pay More for Nutrient-Rich Khapli Atta Products
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Once considered a forgotten grain, Khapli (Emmer) atta is making a strong comeback as Indian consumers increasingly seek heritage-rich, nutrient-dense food options.
Known for its high fibre and protein content, Khapli atta is now being sold at premium prices — sometimes up to five times the cost of regular wheat flour. Despite this, urban wellness-focused buyers are embracing it for perceived digestive and health benefits.
Nutrition-aware consumers, especially in metro cities, are replacing refined grains with ancient varieties to build healthier daily diets rooted in Indian tradition.
