Atta Manufacturing Industry in India. How can good quality wheat cost same as Atta cost? How it can be a best Startup idea? All you want to know about it

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We should be aware of all the things we are eating. The health of our family, our children’s depends upon food we are providing them. Wheat is one of the important parts of diet all over the world used to make Bread, Roti etc. In India we generally use atta to make roti, and different brands of attas are available in the market.

At the end of this article you will have a different opinion about atta. Also you will end up with new STARTUP idea which will have a tremendous requirement in Indian market.In India In terms of volume, the packaged Atta market in India was more than 2,200 thousand tons during last fiscal 2014-15, growing at healthy double-digit CAGR of 15% over the past three years. The Packaged Wheat Flour Market in India started breaking the old age traditions of grinding wheat at local Chakki mills by growing at a whopping Compound annual growth rate (CAGR) of 19% and may likely to be double the current size by end of this decade, according to IKON Marketing Consultant’s latest pan India research report titled ‘The Indian Packaged Wheat Flour (Atta) Market – Breaking the Traditions’.

 Let focus on these important Questions-

If good quality wheat cost around Rs. 30-35 Kg, how atta can be sold Rs. 20-25 Kg?

Whether adding only Maida in atta drops MRP this much down?  

Do you know what actually you are eating?

Let’s Study everything in Details

Anatomy of Grain

Endosperm–

• About 83% of the kernel weight and the source of white flour. The endosperm contains little vitamins & minerals than compared to Bran & Germ.

Bran–

• Bran is rich in fibre, minerals, vitamin B6, thiamine, folate and vitamin E and some phytochemicals, in particular antioxidants such as phenolic compounds.
• Studies have shown that wheat bran may have a beneficial effect on the prevention of diseases, including some cancers (in particular colorectal cancer), CVD, obesity and some gastrointestinal diseases, including diverticular disease, constipation and irritable bowel syndrome.

Germ–

• The wheat germ fraction of whole wheat is a unique source of highly concentrated nutrients. It offers much higher protein of high biological value, fat, sugar and mineral content when compared to flour derived from endosperm.
• Wheat germ is the richest source known of tocopherols (Vitamin E) of plant origin and is also a rich source of thiamine, riboflavin, and niacin. The presence of a large amount of fat and sugar makes wheat germ highly palatable.
• Being highly nutritive and palatable, wheat germ is an excellent source of protein and vitamins for fortification of food products.
• The oil obtained from germ has been a good source of material for the production of vitamins in medication and cosmetic industry. Wheat germ therefore holds a premium price in the marketplace.

This totally means that only most important parts of Wheat Kernel are Bran & Germs, which also carries huge demand in commercial market for medication and cosmetic.

Milling of wheat grains is based on separating the endosperm (which produces white flour when milled) from the bran layers and germ (embryo) i.e while making atta or white wheat generally Bran and Germs get removed and endosperm is milled to make atta or white wheat ( Ref Attached Image Below).

Typical Atta Manufacturing Process

The extracted part i.e bran and germs are being sold with 10-20 times more cost than endosperm part which is milled to atta.

Hence if you are using atta, remember that you are using rejected part of milling process. The processors are making money from this rejected part too.

What are the drawbacks of eating Atta?

• Atta are made from steel roller mill which removes bran and germ. And the endosperm is you got. There is no doubt that endosperm is also contain little amount of Vitamins and Minerals.
• But all steel mills rotating with 1000-1200 RPM generate large amount of heat which reaches up to 90-95 Deg C, which breakdowns all those Vitamins and Minerals, and what you get to eat is all STARCH. Though starch is necessary for body more starch is very harmful for body.
• We all know Starch is insoluble in water, hence in a body extra starch gets converted into sugar and increases diabetes it also acts as sponge which absorbs water from your body to dehydrate you.

What are the alternatives for Atta?

• Best alternative for atta is Organic Whole grain flour, provided that it should be manufactured in other media than Steel roller mill.
• I still remember at my grandmas place we had hand-operated stone crushers used for making flour, even today in many villages of India same hand-operated stone crushers are used.

Traditional Method of Grain Crushing.

• Theses hand operated crushers have very low rate of production and requires huge energy. There are many companies who manufacture different alternatives but I remember one of award winning company OTSTTIROLER GETREIDEMUEHLEY which makes wooden flour mill in order to minimize the heat generation during the process of milling. The stones used for crushing are volcanic stones which are self-sharpening. RPM of the machine kept relatively low & using wood in process doesn’t allow the machine to heat much and hence there is no breaking of proteins in flour.

• Remember in India there is not a single Plant who manufactures flour with this kind of technology, hence this can be the best START UP option considering huge Indian requirement. Already companies like VertX Know-How Engineers, which manufactures and supplies high quality Organic foods has started with the concept in India.