From wheat to multigrain, household food habits evolve in Bathinda with backing from Ambuja Cements

Balveer Singh, a local flour mill owner, explains how community awareness influenced his business

Household food habits in parts of Bathinda are undergoing a gradual shift, with families moving beyond wheat to include maize and millet as everyday staples. This change has been influenced by community level nutrition awareness efforts supported by Ambuja Cements as part of its ongoing social initiatives in the region.
In villages around Bathinda, wheat has traditionally been the dominant grain in daily meals. Over time, however, awareness sessions conducted through Ambuja Cements’ health focused programmes have encouraged conversations around balanced diets and the role of alternative grains in managing lifestyle related conditions such as diabetes and high blood pressure. These discussions have led many households to reintroduce maize and millet flour into their kitchens, not just seasonally but throughout the year.

The impact of this shift has been visible at the local flour mill operated by Balveer Singh. He began noticing a steady increase in requests for maize flour, even outside the winter months when demand was typically limited. As awareness grew within the community, customers started asking about healthier grain options and blends that could support long term well being.
Responding to this change in demand, Singh expanded his milling operations to include multigrain flour blends combining wheat, maize, and millet. What began as a small adjustment soon transformed his mill into a regular source of nutritious flour for families seeking more balanced dietary choices. The availability of these options has made it easier for households to act on health advice without changing their purchasing routines.

This localised transformation highlights how awareness, access, and participation from community entrepreneurs can together influence everyday food decisions. Rather than relying on supplements or external interventions, the emphasis has remained on familiar, food based solutions that fit into existing cultural practices.
By engaging with local stakeholders and supporting awareness around nutrition, Ambuja Cements’ initiatives in Bathinda reflect how incremental changes at the household level can contribute to broader improvements in community health. The experience also underscores the role of small businesses in translating awareness into practical choices that are accessible and sustainable.

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