Sustainable Crop Marketing: An Analysis of Millet Products in Two States of India (Delhi-NCR and Chennai)

Marketing efficiency pertains to the effectiveness of promotional strategies in driving consumer adoption of millet-based products while optimizing resource allocation. Consumer behavior encompasses the attitudes, perceptions and purchasing decisions of individuals towards millet-based products. In this paper efforts are made towards understanding consumer behavior and marketing efficiency, driving the exploration of three objectives. Firstly, it examines the changing status of the millet economy on a global level and in India by providing insights into the evolving trends and dynamics shaping the market. Secondly, the study analyzes the factors influencing consumer attitude and preferences towards millets and millet-based products in Delhi NCR and Chennai, aiming to understand the drivers behind consumer behavior and preferences. Thirdly, it identifies strategies to improve consumer awareness and enhance marketing efficiency for millet-based products in these cities. The study identified a steady rise in millet exports from India after the declaration of the ‘IYOM 2023’ where the export value has increased from US $59 million to US $75 million between 2019–20 and 2022–23 fueled by increasing global demand for healthy and sustainable food options. Analysis of millet consumption patterns revealed an increase in domestic consumption, approximately by 10.59%, from 2012 to 2022. Addressing low awareness as a potential barrier to marketing efficiency, the study proposes recommendations aimed at bridging the gap and fostering greater adoption of millet-based products among consumers.