From Bihar’s Ponds to Global Kitchens: The Foxnut Revolution

• Makhana, also known as fox nuts or lotus seeds, is a nutrient-rich snack traditionally grown in Bihar, India, now gaining global popularity.

• Research suggests the Indian makhana market was worth INR 8.5 billion in 2024, with global markets valued at USD 43.56 million in 2023.

• Entrepreneurs like Rishab Jain of Mr Makhana have driven its rise through innovative flavors and branding.

• It seems likely that makhana’s health benefits, like being low-fat and gluten-free, fuel its appeal as a superfood.

• The Indian government’s 2025 Makhana Board initiative aims to boost production and exports, though challenges like labor-intensive harvesting persist.

Hey there! If you’re from Bihar like me, makhana — those crunchy, puffy fox nuts — is probably a familiar sight in your kitchen. It’s been a staple in our homes forever, especially during Navratri fasts when my mom would sauté it in ghee, making the house smell amazing. I’m craving it just thinking about it! Back then, makhana was dirt cheap, maybe ₹100-200 per kg, and we didn’t think twice about it. But now? It’s a luxury snack, with caramel, peri-peri, and what-not flavors, costing a pretty penny. It’s wild to think that in the last 20 years, makhana has gone from Bihar’s ponds to global kitchens, replacing popcorn for movie nights and becoming a superfood sensation.

So, let’s dive into the incredible journey of makhana — how it went from a local snack to a billion-dollar industry, why it’s a big deal, and what’s fueling its rise.

The Early Days: Makhana’s Roots in Bihar

Makhana, also called fox nuts or lotus seeds, comes from the Euryale ferox plant, a water lily that thrives in Bihar’s flood-prone wetlands. For centuries, it’s been a lifeline for the Mallah community — fishermen and boatmen who dive into murky ponds to harvest these seeds. Back in the day, it was a labor-intensive gig. Farmers waded through water, collected prickly pods, and spent days drying, roasting, and popping the seeds by hand. Bihar produces 90% of the world’s makhana, with districts like Darbhanga, Madhubani, and Purnea leading the charge, cultivating around 15,000 hectares.

Back in the early 2000s, makhana was a local affair, sold loose in markets for next to nothing. It was a go-to for fasting, valued for its high protein and easy digestion. The industry was unorganized, with farmers earning a fraction of the retail price due to middlemen. But things were about to change, thanks to some visionary entrepreneurs and researchers.

The Pioneers: Entrepreneurs Who Put Makhana on the Map

The makhana revolution owes a lot to young entrepreneurs and researchers who dared to dream big. Take Dr. Manoj Kumar from the National Research Centre for Makhana, for instance. His work in the early 2000s introduced high-yield varieties like Sabour Makhana-1, boosting the edible seed ratio from 40% to 60% and tripling farmers’ incomes compared to rice cultivation. This was a game-changer, making makhana a viable cash crop.

Then enter Rishab Jain, the founder of Mr Makhana. In 2015, fresh out of college and reluctant to join his family business, Rishab saw makhana’s potential as a healthy snack alternative to corn puffs. He started Mr Makhana, initially using contract manufacturing, but soon set up a state-of-the-art plant in Ahmedabad to control costs and boost exports. Today, the brand pulls in Rs 50-60 lakh monthly and is eyeing American markets.

Then came brands like Farmley, Happilo, VKC Nuts (Nutraj) and MOM-Meal of the Moment. Farmley, founded in 2016 by Akash Sharma and Abhishek Agarwal, started as a direct-to-farmer model, cutting out middlemen to ensure fair prices. They focused on quality and introduced flavored makhana — think cheese, mint, and sriracha — to appeal to urban millennials. MOM, co-founded by Prateek Bhagchandka, took it a step further, packaging makhana as a premium snack and targeting global markets. Then there’s Manish Anand of Mithila Naturals, who left a corporate job to build Asia’s largest makhana factory in Madhubani, as noted by The Print. These brands didn’t just sell makhana; they told its story — nutritious, gluten-free, and rooted in Indian tradition.

On the global front, brands like Taali in the US rebranded makhana as “water lily pops” to make it relatable to Western consumers. By placing it in Whole Foods and offering flavors like cheddar cheese, Taali tapped into the healthy snacking craze, moving makhana beyond Indian diaspora markets. Meanwhile, startups like Nuto in the UK and local ventures in Colombia (where it’s called “martillo”) jumped on the bandwagon, proving makhana’s universal appeal.

On the research side, folks like Dr. S.N. Jha and Dr. R.K. Vishwakarma developed a makhana popping and decorticating machine, patented in 2013, making processing easier. The ICAR Research Complex in Darbhanga and Bhola Paswan Shastri Agricultural College have also pushed high-yield varieties, increasing farmers’ incomes.

Today, Fox Nut is a global superstar. The makhana market is popping - literally.

In India, it was worth INR 8.5 billion in 2024 and is expected to hit INR 19.6 billion by 2033, growing at a 9.22% CAGR, according to IMARC Group. Globally, Spherical Insights pegs the market at USD 43.56 million in 2023, projected to reach USD 100 million by 2033. The flavored makhana segment alone is worth Rs 150 crore annually, as reported by Mint.

The market, valued at $43.56 million in 2023, is projected to hit $100 million by 2033, growing at a 7% CAGR. Prices have skyrocketed — post-Budget 2025, makhana jumped from ₹950/kg to ₹1,250/kg in January, a 32% surge driven by domestic and global demand, as reported by The Economic Times. In international wholesale markets, it can fetch up to ₹13,000/kg.

Bihar remains the epicenter, producing 10,000 tonnes of popped makhana yearly across nine districts. But other states like Punjab and Assam are stepping up as exporters, thanks to better processing facilities. Purnea, for example, now boasts modern plants with a capacity of 1,000 tonnes (expandable to 2,500), shipping to the US, UAE, and Canada.

The 2022 GI tag for Mithila Makhana was a big win, protecting its heritage and boosting its export value. Bihar dominates, producing 90% of the world’s makhana — around 50,000 tonnes yearly, worth INR 550 crores. It’s grown on 13,000 hectares across nine districts, with 88% of production hitting the market. Exports are soaring, with the US (USD 536,550), UK, and Canada as top buyers.

But challenges remain — only 2% of makhana seeds meet global quality standards, and the labor-intensive harvest is a bottleneck. Still, innovations like automated grading machines (developed with ICAR and CIPHET) and government subsidies are easing the pain.

Few years back, I would never have thought I will buying Makhana this expensive and also paying tax. If I have known, I wouldn't have taken Makhana as a joke.

So, now the question comes how did makhana go from Bihar’s ponds to every household? How did makhana conquer the world?

It’s a mix of smart marketing, health trends, and policy pushes:

• Health Halo: Makhana’s nutritional profile — 9.7g protein, 14.5g fiber, and just 0.1g fat per 100g — makes it a dream snack for fitness buffs, diabetics, and heart patients. Its gluten-free, low-calorie nature fits perfectly with the global wellness boom.

• Clever Branding: Brands like Farmley and Taali didn’t just sell makhana; they made it sexy. Flavors like caramel, peri-peri, and wasabi turned it into a Netflix binge buddy, replacing popcorn. Social media influencers and celebs like Nikhil Kamath (Zerodha co-founder) hyped it up, calling it a potential billion-dollar industry.

• Global Reach: Indian brands targeted mainstream Western markets, not just NRIs. Taali’s Whole Foods placement and Nuto’s UK push showed makhana could compete with kale chips and quinoa. Exports now reach the UK, Singapore, South Africa, and beyond, with a 900-kg deal recently clinched in Singapore. Exports have skyrocketed, with India shipping 25,130 metric tons in 2023-24, per India Today.

• Government Boost: The 2025 Union Budget was a turning point. Finance Minister Nirmala Sitharaman announced a Makhana Board in Bihar to enhance production, processing, and marketing. This, coupled with infrastructure upgrades like Patna airport expansion and the West Kosi Canal project, is set to supercharge exports.

• Cultivation Innovation: The cultivation innovation like field system, have also helped. Unlike traditional ponds, fields need just 1 ft of water, cut crop time to 4 months, and yield 2.6-3.0 tonnes per hectare versus 1.8-2.0 in ponds. This has opened up new areas for cultivation, even in states like Assam and West Bengal.

I’m thrilled to see makhana, our good ol’ fox nuts, taking the world by storm with all this demand! But, I’ll be honest, sometimes I miss when it was just my cozy, go-to snack, sautéed in ghee — still the best, no contest, even with all these fancy flavors like caramel or peri-peri out there. Am I stuck in the past, or just not vibing with the new trends? What’s your take?

Okay, Back to the topic.

From Local to Luxury

Makhana’s marketing is a masterclass in rebranding. Early on, it was sold as a cheap, fasting snack.

Now, it’s a premium, lifestyle product. Here’s how brands pulled it off:

• Storytelling: Brands leaned into makhana’s cultural roots, highlighting its Bihar heritage and the hard work of Mallah farmers. The GI tag added authenticity, making it a “farm-to-table” darling.

• Flavor Innovation: From ghee-roasted to gourmet flavors like truffle or sriracha, brands made makhana versatile. It’s not just a snack — it’s in kheer, curries, and even protein bars.

• Digital Push: Social media was key. Instagram reels of makhana recipes, influencer endorsements, and ads on X (like Nikhil Kamath’s viral post) created buzz. Hashtags like #MakhanaMagic trended, especially post-Budget 2025.

• Health Positioning: Brands marketed makhana as a superfood, citing its anti-inflammatory properties and high magnesium content (great for brain and muscles, says Karuna Chaturvedi from Max Hospital). This resonated with health-conscious millennials and Gen Z.

The result? Makhana’s now a Netflix binge buddy, outshining popcorn.

The Tax Angle: India’s Policy Play

Taxes on makhana in India are a mixed bag. As a raw agricultural product, makhana is exempt from GST, which is great for farmers. But processed or packaged makhana (like flavored packs) attracts a 5% GST, keeping it affordable compared to other snacks taxed at 12-18%.

The 2025 Union Budget, announced by Finance Minister Nirmala Sitharaman, introduced a Makhana Board in Bihar with Rs 100 crore to enhance production, processing, and marketing. This could streamline taxes and boost exports, though challenges like meeting global quality standards remain.

Also, loose makhana is exempt from GST (0%), making it affordable for local markets. Packaged or branded makhana, however, carries a 12% GST, reflecting added processing costs.

However, export taxes and quality compliance remain hurdles. Only 2% of makhana meets global standards, which means high rejection rates and added costs. The government’s push for food processing hubs, like the National Institute of Food Technology in Bihar, aims to fix this, but it’s a work in progress.

Why Makhana Matters?

Makhana’s rise isn’t just about a snack; it’s about economic and social impact. For Bihar, it’s a lifeline for five lakh Mallah families, boosting incomes and creating jobs and generates INR 550 crores annually. Globally, it’s India’s chance to dominate the $100-million superfood market, alongside millets and moringa. For consumers, it’s a healthier, sustainable alternative to junk food.

But there’s a catch. Farmers get just 55% of the retail price for loose makhana, dropping to 50% for branded products, per ResearchGate. The Makhana Board aims to fix this by cutting out intermediaries, improving supply chains and investing in tech, but it needs to deliver. Plus, as makhana gets pricier, it risks becoming a luxury snack, alienating the very communities that produce it.

So, What’s Next for Makhana?

The future looks bright. With global demand soaring, brands are experimenting — think makhana protein powders or energy bars. Bihar’s new processing plants and export infrastructure will likely push production past 10,000 tonnes soon. If the Makhana Board delivers, we could see makhana rival quinoa or chia seeds in global markets.

For now, I’m just happy to see my childhood snack go global. Next time you grab a pack of peri-peri makhana, think about the farmers diving into Bihar’s ponds and the entrepreneurs who made it a household name.

Got a favorite makhana flavor or recipe? Drop it in the comments! And if you loved this deep dive, check out more business stories on Books, Blurbs, and Banter!