Mr. Veer Shetty Biradarm of Gangapur village in Sangareddy District of Telangana State is a graduate and owns 13 acres of dryland and 5 acres of irrigated land. He grows sugarcane, chickpea, red gram, jowar, bajra, foxtail millet and finger millet. He started growing millets and entered the field of value-added millet products under the technical guidance from ICRISAT. He says, one of the reasons for focusing on value added millet products is the emergence of lifestyle diseases among the urban population and prevalence of junk food consumption among the youth. He is the Founder of SS Bhavani Foods Pvt. Ltd. which developed 60 value-added millet products from sorghum, bajra, foxtail millet and finger millet.