Four friends — Prabu Venugopal, Shashidhar, Arun Prakash, and Bhargav — left high-paying jobs abroad to return to India and launch ‘Siri’, a millet-based vegan ice cream brand in Trichy, Tamil Nadu.

After hours of discussion, they decided to cultivate millets on their land in Trichy and Hyderabad. While growing the grain was one part of the vision, the other part was drawn from their experiences. They noticed a shift towards healthy, vegan food across the world.

Combining their expertise in hotel management, food science, marketing, and finance with a deep connection to their farming heritage, they set out to promote healthier eating.

The team focused on millets, a drought-resistant, nutrient-dense grain, ideal for sustainability and nutrition. Their efforts gave birth to ‘Siri Millets’ in 2017 to popularise millet-based products like snacks, flakes, vermicelli, pasta, and many more.

FThe COVID-19 pandemic posed an unexpected setback to their business. But instead of giving up, they innovated by venturing into millet-based vegan ice creams — a bold move to stand out in the crowded frozen dessert market.

After eight months of intensive research and development, they perfected a vegan ice cream made with ragi, jowar, bajra, and foxtail millet. The result was a product that rivalled dairy ice creams in flavour and texture.

Finally, in 2020, their first store, ‘Siri – House of Vegan Ice Creams’, opened its doors in Trichy,  offering flavours like mango, jackfruit, red guava, and jamun — all made with fresh fruits and millet milk.

“Unlike coconut milk, millet milk is subtle and does not dominate other flavours,” says Prabu. They use natural sweeteners, such as jaggery and palm sugar, while tailoring ingredients to the type of millet and fruit in each flavour.

Siri also offers shakes, waffles, brownies, and more, ensuring their millet-based treats remain accessible with prices starting at just Rs 30 per scoop.

Their biggest challenge post-launch has been the lack of awareness about millets. To tackle this, they have focused on consumer education, conducting campaigns in schools and colleges.

By visiting schools and colleges, we aim to inspire healthier eating habits, as we believe that knowledge drives transformation,” says Shashidhar. “It’s a movement to bring back the treasures of our ancestors, adapted to meet the needs of today’s world,” Prabu affirms.

The team sources millets from their own farms and partners with farmers in Theni, Dharmapuri, and Krishnagiri. This ensures sustainable, self-sufficient production while supporting the farming community.

Self-funded and driven by passion, the founders have invested their savings to grow Siri, aiming to bring back traditional grains for a healthier future.

Siri is set to launch 10-12 new outlets, making their nutritious treats accessible to more people. As millets gain popularity, the brand offers a simple way to enjoy them in modern diets.