Exploring innovations and overcoming challenges to enhance the adoption of millet-based food products in the market

By: Contributor(s): Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management 2023Description: 57 p. : ill. includes appendices and referencesSubject(s): DDC classification:
  • SP2023/3728 SP003728
Summary: Millets, a group of whole-grain cereals, have been fundamental components of meals in Asia and Africa for numerous years, providing a diverse range of essential nutrients, including protein, antioxidants, dietary fiber, iron, magnesium, and calcium. These nutrient-rich crops possess the capacity to combat significant health conditions such as diabetes, anemia, and cardiovascular diseases. Nevertheless, millet consumption has notably decreased, especially in India, due to multiple factors, including government policies favoring alternative cereals such as wheat and rice, changing dietary preferences, and obstacles to millet production and availability. However, a recent shift has occurred in how people view and utilize millets. This has led to increased demand for millet-based food products advertised as healthy options in worldwide marketplaces. This Research intends to explore the potential of millet-based goods in the Ahmedabad market, considering recent changes. The study will encompass market analysis, customer segmentation, and tactics to enhance product-market fit and establish the positioning of millet-based products among the intended consumers. The project aims to stimulate the slow growth of demand for novel millet-based goods in Ahmedabad by evaluating their scope and demand and implementing practical market formation phases. The year 2023 has been designated as the "International Year of Millet," which will enhance the prospects for millet-based products with added value.
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Student Project Vikram Sarabhai Library Reference Students Project SP2023/3728 (Browse shelf(Opens below)) e-Book - Digital Access SP003728

Submitted to : Prof. Poornima Verma

Submitted by: Kamlesh Kumar Sahu, Tripti Kumari, Mousumi Bhattacharjee

Millets, a group of whole-grain cereals, have been fundamental components of meals in Asia and Africa for numerous years, providing a diverse range of essential nutrients, including protein, antioxidants, dietary fiber, iron, magnesium, and calcium. These nutrient-rich crops possess the capacity to combat significant health conditions such as diabetes, anemia, and cardiovascular diseases. Nevertheless, millet consumption has notably decreased, especially in India, due to multiple factors, including government policies favoring alternative cereals such as wheat and rice, changing dietary preferences, and obstacles to millet production and availability. However, a recent shift has occurred in how people view and utilize millets. This has led to increased demand for millet-based food products advertised as healthy options in worldwide marketplaces. This Research intends to explore the potential of millet-based goods in the Ahmedabad market, considering recent changes. The study will encompass market analysis, customer segmentation, and tactics to enhance product-market fit and establish the positioning of millet-based products among the intended consumers. The project aims to stimulate the slow growth of demand for novel millet-based goods in Ahmedabad by evaluating their scope and demand and implementing practical market formation phases. The year 2023 has been designated as the "International Year of Millet," which will enhance the prospects for millet-based products with added value.

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