Millets and Markets: Need for Networking and Integration

S.G. Aishwarya, Prabhuling Tevari, G.B. Lokesh, Devendra Beeraladinni and Vijaya Kumar Kurnallikar

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 1

Abstract: Millets a group of highly nutritious and climate-resilient small-seeded grasses have historically been an important staple in India. Despite their potential to address food security and environmental sustainability, millet production has faced challenges such as low productivity, labor-intensive cultivation, and limited market access. Additionally, changing dietary preferences, poor processing infrastructure, and the perception of millets as a "poor man’s food" have contributed to declining consumption. This study explores key factors impacting millet production and marketing, emphasizing the need for integrated efforts across stakeholders; farmers, research institutions, policymakers, and market actors; to enhance millet’s reach and profitability. Technological advancements in seed development, mechanized processing, and value addition are identified as critical for improving product quality and market competitiveness. Furthermore, standardized quality parameters and integrating farmers with processors will elevate millet products in domestic and international markets. Networking, public-private partnerships (PPP), and digital platforms will strengthen supply chains, while consumer awareness campaigns help reposition millets as a premium, nutritious option. This research highlights the importance of integrated strategies, including policy support, financial incentives, and infrastructural development, to ensure the sustainability and profitability of the millet sector in India.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400045

DOI: 10.22004/ag.econ.400045

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