Tier-two and tier-three towns overtake metros as the growth engine for Maida in Tamil Nadu

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Wheat-based foods are gaining ground faster than rice products across India, and bakery items that were once occasional treats are turning into everyday food. Biscuits, cookies, puffs, pizza and pasta now sit comfortably alongside traditional Tamil meals. Flour millers are being pushed to keep pace with this shift in taste.

B Dhiraj, Executive Director at Narasu’s Saarathy Enterprises Pvt Ltd, Salem, has seen the change up close. The company is a third-generation family business that manufactures wheat products and sells them across Tamil Nadu. Speaking to CMR India, Dhiraj said Western food habits are a major force behind the rise in maida consumption.

Young consumers make pizza and pasta a daily food

According to Dhiraj, younger Indians have adopted pizza and pasta as quick, instant meals, even in working families. Many bakers and food entrepreneurs have also travelled to the UK,

Switzerland and Italy to learn the craft, and...

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