Resource type:
Blogs/news/opinion
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This study examines factors influencing the shift towards millet consumption among urban consumers in India. Health benefits and social influence are primary drivers, while barriers include limited availability, high prices, and lack of consumer awareness. The findings advocate for policy interventions and marketing strategies that raise awareness about millets as a nutritious, sustainable alternative to traditional staples like rice and wheat, aiming to increase millet adoption in urban diets.