Once on the Brink of Extinction, This Ancient Grain Now Sells at Five Times the Price of Wheat — Here’s Why
New Delhi: Once considered a forgotten grain and pushed to the verge of extinction, Khapli wheat, also known as Emmer wheat, has made a remarkable comeback. Driven by rising health consciousness and the growing burden of lifestyle-related diseases in urban India, this traditional grain is now being sold at three to five times the price of regular wheat flour.
As consumers increasingly shift toward functional foods to manage conditions such as diabetes, obesity, and hormonal disorders, Khapli wheat has emerged as a premium health product. Over the past two years, leading FMCG players such as ITC, along with brands like Urban Platter, Anveshan, GirOrganic, Sattvik, Conscious Food, Amla Earth, and several niche organic companies, have launched Khapli wheat flour in the market.
Why Khapl...









