Hunger has the power to change lives, and for Veer Shetty Biradar, it sparked a revolution. Born in a small village in Telangana, he faced poverty, dropped out of school, and worked odd jobs to survive. But one painful experience with hunger ignited his mission to create nutritious food solutions using millets. Today, his company generates over Rs 1 crore annually, and he’s known across India as the ‘Millet Man of Telangana.’
Humble Beginnings and a Turning Point
Veer Shetty Biradar grew up in Gangapur village, Sangareddy district, Telangana. Forced to quit school after 9th grade due to financial difficulties, he took on jobs ranging from truck driving to acting in minor roles at Ramoji Film City. But it was a visit to Beed, Maharashtra, in 2006 that changed everything. Witnessing the brutal face of hunger firsthand made him realize the urgent need for nutritious, sustainable food sources.
Discovering the Power of Millets
Returning home with renewed purpose, Veer Shetty turned to his agricultural roots. He began cultivating traditional millets such as sorghum (jowar), bajra, foxtail, and ragi (finger millet) on his 18-acre farm. While working as a driver and assistant at the International Crops Research Institute for the Semi-Arid Tropics (ICRISAT), he absorbed scientific farming methods and learned how to enhance yield sustainably.
Millets, he discovered, weren’t just highly nutritious—they were also climate-resilient and eco-friendly. Seeing their potential, he made it his mission to popularize them among urban and rural communities alike.
The Birth of a Millet Business
In 2009, with just Rs 20,000 and a dream, Veer Shetty opened a small millet roti outlet in Hyderabad. At the time, millets were relatively unknown in urban diets, and his business struggled initially. But his persistence paid off. Slowly, customers began recognizing the health benefits of millets, and demand grew.
This humble eatery laid the foundation for S S Bhavani Foods Pvt Ltd, a now-thriving enterprise that manufactures over 60 millet-based products, including:
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Kadak Bhakri (Hard millet bread)
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Millet Chivda and Laddus
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Millet Rava and Flour
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Millovit Health Mix (an immune-boosting supplement)
Scaling Up with Innovation
Understanding the need for scale, Veer Shetty introduced a roti-making machine that could churn out 500 rotis per hour. This innovation not only ensured consistency and hygiene but also extended the shelf life of millet rotis to six months—making distribution across India and overseas feasible.
Today, S S Bhavani Foods operates in eight states and exports to countries like Australia. With a team of over 40 employees, the company has become a benchmark for millet-based enterprises in India.
Empowering Farmers Through Swavalamban Agri Foundation
Veer Shetty didn’t stop at business. In 2016, he founded the Swavalamban Agri Foundation with a clear purpose—uplift fellow farmers. The foundation provides farmers in Telangana with quality seeds, scientific training on millet cultivation, and a guaranteed buyback model.
This initiative has empowered over 1,000 farmers, ensuring better incomes and sustainable agricultural practices. For Veer, success meant not just profits but building an ecosystem that benefits everyone—from growers to consumers.
Recognition and Awards
Veer Shetty’s innovative work and grassroots impact have earned him national recognition. Among the honors he has received:
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Best Farmer Award from M S Swaminathan Research Foundation (MSSRF)
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Dr. M.V. Rao Memorial Award by Telangana State Agricultural University
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Best Millet Misharayya Award from the Indian Institute of Millets Research (IIMR), Hyderabad
These accolades reflect not just his business acumen but also his commitment to community welfare, food security, and climate-resilient farming.
Wrapping Up
Veer Shetty Biradar’s rise from a truck driver to a trailblazing millet entrepreneur is a powerful reminder that adversity can lead to purpose. By marrying innovation with tradition, he has not only transformed his own life but also empowered thousands of farmers. His story is more than just a startup success—it’s a movement that champions sustainable agriculture and healthy living.
As the world rediscovers the importance of traditional grains like millets, Veer’s journey serves as a guiding light. He is proof that even the most modest beginnings can lead to monumental change—with the right mix of vision, resilience, and heart.
Frequently Asked Questions (FAQs)
Q1. Why is Veer Shetty Biradar called the ‘Millet Man of Telangana’?
Because of his pioneering efforts to promote millet farming and develop a wide range of millet-based food products while uplifting farmers across Telangana.
Q2. What does S S Bhavani Foods Pvt Ltd produce?
The company manufactures 60+ millet-based products including bhakri, chivda, flour, laddus, and the Millovit Health Mix.
Q3. How did Veer Shetty start his millet business?
He began in 2009 with just Rs 20,000 and a small roti shop in Hyderabad, which grew into a Rs 1 crore turnover enterprise through sheer persistence and innovation.
Q4. How is he helping local farmers?
Through the Swavalamban Agri Foundation, Veer offers quality seeds, modern farming training, and assured buyback programs to over 1,000 farmers.
Q5. Where can I find S S Bhavani Foods products?
His millet products are available in select Indian states and are also exported globally, especially to Australia.
Q6. What health benefits do millets offer?
Millets are rich in fiber, protein, iron, and antioxidants. They are gluten-free and aid digestion, making them ideal for balanced nutrition.
Q7. What is Millovit Health Mix?
It is a nutritional powder made from various millets, designed to boost immunity and support overall wellness.