If you walk through the food aisles of any modern supermarket in India today, chances are you’ll spot neatly packed boxes of roasted makhana in flavors ranging from peri-peri to caramel. Just a decade ago, most people only associated makhana (fox nuts) with temple offerings or a light evening snack at grandma’s house. Today, it has transformed into a booming industry worth hundreds of crores, with both startups and FMCG giants jumping into the game.
The rise of makhana is not an overnight story. Traditionally cultivated in Bihar, makhana farming has been around for centuries, but it remained largely unorganized. Farmers would harvest from ponds and lakes, selling them to middlemen for low returns. The seeds then had to be roasted and popped, a process that required skill and patience. Because of this complex supply chain, makhana never really made its way into mainstream packaged snacks.
Things started changing as health-conscious urban consumers began searching for alternatives to fried chips and namkeen. Nutritionists highlighted makhana as a “superfood” — gluten-free, low in calories, high in protein, and packed with antioxidants. Suddenly, what was once a humble local crop became a trendy lifestyle product. Brands positioned makhana as the guilt-free crunchy snack you could eat during work breaks, gym sessions, or even late at night without worry.
The turning point came when small D2C (direct-to-consumer) startups began experimenting with flavors. Instead of just plain roasted fox nuts, they introduced peri-peri, mint, tomato, and even chocolate-coated versions. Social media played its part too. Fitness influencers, dieticians, and even Bollywood celebrities showcased makhana as part of their daily snacking routine. Very quickly, demand skyrocketed.
On the business side, states like Bihar and parts of Madhya Pradesh saw renewed interest in makhana cultivation. The government also recognized its potential, offering GI (Geographical Indication) tagging to Mithila Makhana and promoting farmer cooperatives. This not only gave farmers better income but also strengthened India’s position as the largest producer of makhana globally.
Industry reports suggest that the Indian makhana market is growing at double-digit rates year after year. From local kirana stores to international chains like Amazon and Walmart, packaged makhana now enjoys a shelf space it never had before. Even big FMCG players like Haldiram’s, Patanjali, and ITC have started offering flavored makhana products.
What makes this growth particularly interesting is how makhana sits at the crossroads of tradition and modernity. For older generations, it still carries a cultural and religious significance. For younger consumers, it represents wellness and mindful snacking. That unique blend of heritage and health is what gives the industry its edge.
Looking ahead, the makhana industry is poised to become one of India’s most successful “superfood” exports. With rising demand in the US, Europe, and the Middle East for healthy, plant-based snacks, Indian entrepreneurs have a massive opportunity to take this local delicacy global.
From temple prasad to supermarket shelves across continents, the journey of makhana is a story of reinvention — and India is just getting started.