Priyamvada Mishra launched a millet-based snack business after identifying a market gap for healthy, tasty, and affordable options for families. Initially experimenting with millet porridges for babies, she pivoted to snacks after observing a lack of nutritious, guilt-free options for children and adults. Mishra aims to provide deep-fried alternatives that retain nutritional benefits and are competitively priced, addressing the common trade-off between taste and health in family snacking.