The CEO Turning Indian Millets into Global Protein Solutions
C S Jadhav
CEO
Nutricircle Ltd.
The CEO Turning Indian Millets into Global Protein Solutions
C S Jadhav
CEO
Nutricircle Ltd.
India produces abundant agricultural output, yet millions continue to face nutritional deficiencies, particularly in protein intake. At the same time, dryland farmers cultivating traditional crops such as millets and pulses often remain disconnected from high-value global food markets. Addressing this structural gap between agriculture, nutrition, and economic sustainability has become the driving force behind CS Jadhav’s entrepreneurial journey.
As the CEO of Nutricircle Limited, Jadhav is building a nutrition-focused business model that combines scientific innovation with India’s traditional grain ecosystem to create scalable and sustainable food solutions. In an exclusive interview with TradeFlock, he shared insights into his journey, the rise of plant-based nutrition, and the future potential of millet-led innovation.
Interestingly, Jadhav’s career began in advertising and public relations, where he developed expertise in branding and communication. However, his background as a science graduate and his growing exposure to rural ecosystems gradually drew him toward the agro and nutrition sectors. His interactions with farmers, along with hosting documentaries on bioenergy crops for the Discovery Channel, helped shape his vision for sustainable nutrition.
Today, Nutricircle is recognised for pioneering protein isolation from millets such as amaranth, foxtail millet, and pearl millet, positioning Indian grains for the future of global nutrition. Read the excerpts of the interview here.
What inspired your shift from advertising to agri-nutrition entrepreneurship?
My journey began in advertising and public relations, where I learned branding, marketing, communication, and the importance of building businesses with purpose. Over time, however, I realised I was naturally drawn toward the agro and nutrition space. Being a science graduate and coming from a country like India, I saw a major challenge: that despite our agricultural strength, many people still lack proper nutrition.
Working closely with farmers and hosting documentaries on bioenergy crops for the Discovery Channel further shaped my perspective. I began to see the potential of traditional dryland crops like millets and pulses, not only for sustainable farming but also for future nutrition systems. That inspired me to create innovative agri-franchise models that empower rural entrepreneurs while promoting sustainable nutrition.
This vision eventually became Nutricircle Limited, which today is pioneering protein isolation from millets such as amaranth, foxtail millet, and pearl millet, bringing traditional Indian grains into the future of global plant-based nutrition.
What is driving the rise of plant-based protein, and how is Nutricircle tapping into it?
The biggest driver behind the shift toward plant-based protein is the growing awareness around better nutrition, clean-label ingredients, and sustainable living, especially among younger consumers. People today want food choices that are healthier and environmentally responsible.
At Nutricircle Limited, we are leveraging this opportunity through research-driven innovation and advanced processing technologies that enhance protein concentration from millets and pulses to high-purity levels. Our Go Nourish range is designed to integrate plant protein into everyday consumption across snacks, beverages, sports nutrition, bakery products, and nutraceuticals. We believe the future belongs to nutrition that is accessible, sustainable, and aligned with modern lifestyles.
What does a typical day in your life look like?
My day usually starts at 6 a.m. with yoga, a habit my wife introduced me to a few years ago that now gives me clarity and focus before the day begins. I value simple moments like tea and breakfast with my family, especially amid a busy schedule. Most of my day revolves around meetings, calls, emails, travel, and constant problem-solving.
However, I consciously make time for innovation by interacting with researchers, nutritionists, scientists, and farmers, because many meaningful ideas emerge from ground-level conversations. Travel is also a major part of my routine, often across India and overseas. I usually end my day with light music, a good series on Netflix, and, occasionally, a chilled beer.
What life lessons have shaped your leadership and ecosystem-building approach?
Entrepreneurship has taught me that while problems are often simple, people are far more complex. My journey has been filled with challenges, self-doubt, and moments where I had to navigate difficulties without a large support system. Over time, I realised that patience, listening carefully, and treating people with kindness and empathy are far more valuable than reacting emotionally.
I strongly believe actions speak louder than words. That mindset has helped me build relationships rooted in trust, respect, and long-term collaboration. Whether with farmers, researchers, partners, or employees, I believe stronger ecosystems are created when people genuinely support each other’s growth and move forward together.
Why is Nutricircle focusing strongly on millets, and how do you plan to leverage this opportunity?
At Nutricircle Limited, we strongly believe millets are not a passing trend but the future of sustainable nutrition. Unlike global protein systems that largely depend on imported soy or whey, we are focused on India-centric grains like millets and pulses that have been cultivated in our dryland regions for generations.
Over the years, I’ve witnessed the millet movement evolve significantly, especially after the UN declared 2023 the International Year of Millets with strong advocacy from our Prime Minister, Narendra Modi. For us, the opportunity lies in combining traditional grains with advanced food technology and taking India’s sustainable nutrition solutions to global markets.
