Factors Influencing Millet Consumption in Odisha: An Empirical Review from Consumer Perspective

Millets, a group of small-seeded annual grasses, are primarily grown as grain crops in arid regions on marginal land.The original purpose of millet, an ancient grain that is currently grown in 131 countries, was for human consumption.For approximate 60 crore people in Asia and Africa, millet is a staple food.The only crop that can potentially address issues with food, fuel, malnutrition, health, and climate change in the future is millet.Nutri cereals, also known as millet, are an excellent source of nutrients.Millets are incredible in terms of nutrition and health benefits.Millets have been shown in a recent study to reduce the risk of heart disease.Millets help people lose the body weight.the unique characteristics of millets, like the abundance of fibre these contain.The consumption of millet in Odisha offers a significant opportunity to improve nutrition and promote sustainable agriculture.Through the enhancement of awareness, the improvement of accessibility, and the celebration of traditional culinary practices, millets can significantly contribute to the health and well-being of the populace.In this paper factors were identified that influence the consumer purchase decision-making on buying millets in Odisha i.e. nutritional value (87.63%), doctor recommendations (78.88%), availability of RTE (Ready to Eat) & RTC (Ready to Cook) millet foods (69.12%), quality of foods or varieties of millets (49.74%) and Govt.initiatives (25.68%).By understanding these identified factors, stakeholders in Odisha can better design the strategies to reintegrate millets into local diets, ultimately contributing to the health and well-being of communities in Odisha.