Opportunities and challenges in food entrepreneurship: In-depth qualitative investigation of millet entrepreneurs

Shah, Priya; Dhir, Amandeep; Joshi, Rohit; Tripathy, Naliniprava

doi:10.1016/j.jbusres.2022.113372

Cited by 27 publications

(11 citation statements)

References 72 publications

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“…There has been a proliferation of novel food types, both indigenous and exotic, in the health food category [ 13 ]. Organic foods, foxnuts, exotic produce such as avocado, kiwi and quinoa, several novel varieties of rice such as brown rice, red rice, black rice and several others are being marketed today as superfoods [ 14 ].…”

Section: Introductionmentioning

confidence: 99%

“…This is evident from the fact that the year 2023 has been designated as the “International year of millets” [ 17 ]. Millets have piqued the interest of multiple stakeholders including consumers, farmers, food entrepreneurs, governments and policy makers because of the various benefits that they are endowed with [ 13 , 17 , 18 ]. Millets are rich in micronutrients, especially zinc, calcium, iron, magnesium, potassium, phosphorus, dietary fibre and critical vitamins such as thiamine, niacin, folic acid and riboflavin [ 19 ].…”

Section: Introductionmentioning

confidence: 99%

“…On the one hand there are social networks, while on the other hand, there are policy frameworks driving these changes [ 27 ]. Several dimensions within these broad drivers influence the changing food habits [ 13 ]. They are complex, multifaceted constructs that need to be measured to bridge this knowledge gap.…”

Section: Introductionmentioning

confidence: 99%

“…The qualitative part of this study provides a nuanced picture of the factors that influence people’s decision to switch to millets. For example, health, advertising and social media have been shown by previous studies to influence consumer choices [ 13 , 27 , 28 ]. However, the qualitative part of our study tells us what finer variables within the larger constructs of health, advertising and social media are responsible for these choices.…”

Section: Introductionmentioning

confidence: 99%

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Transitioning diets: a mixed methods study on factors affecting inclusion of millets in the urban population

Singh,

Vemireddy

2023

BMC Public Health

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Background The increasing health challenge in urban India has led to consumers to change their diet preferences by shifting away from staple cereals and making way for healthier foods such as nutri-cereals like millets and other diverse food groups. Taking the case of millets, this study seeks to uncover the exact drivers for this shift of consumers away from a traditional cereal dense diet to a nutritionally more diverse diet that includes nutri-cereal. We also look at deterrents that dissuade consumers from shifting to millets. Method We use primary data by surveying respondents through interviews and focused group discussions and online questionnaires. A total of 20 personal consumer interviews and 4 focus group discussions having 8–12 members each were conducted to arrive at the measures for the study. We use logistic regression and Structural Equation Modeling for data analysis. Responses were obtained across major metropolitan cities and tier 2 cities of India thus ensuring representation of geographical, cultural and diet diversity. 875 participants’ responses were analysed for results. Results Health reasons and social networks are the major drivers for shift to millets while lack of awareness, lack of easy availability, high prices, lack of branded products, family being averse to switching to millets and lack of attractive promotional cashbacks and discounts are major deterrents to trying out millets. Conclusions Diet focussed interventions are urgently needed to curb rising diet related non communicable diseases. Government policies aimed at greater production of millets, running awareness campaigns on mass media and private sector initiatives aimed at generating better value added market offerings could lead the way.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Transitioning diets: a mixed methods study on factors affecting inclusion of millets in the urban population

Singh,

Vemireddy

2023

BMC Public Health

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“…India boasts a diverse range of millet varieties, including pearl millets, sorghum, finger millet, foxtail, kodo, barnyard, proso, little millet, and pseudo millets like buckwheat and amaranths. Among these, pearl millet (bajra), sorghum (Jowar), and finger millet (Ragi) hold the predominant share in India's overall millet production [20].…”

Section: India Millets Productionmentioning

confidence: 99%

Revitalizing Millets for Nutritional Security & Fortifying Food and Uplifting Small and Marginal Farmers in India: A Review

Gupta,

Panigrahi,

Patle

et al. 2024

IJECC

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This comprehensive analysis explores the significance of millets as a solution for small and marginal farmers in India. The country faces substantial challenges in food and nutritional security, exacerbated by climate change, inequality, and inadequate infrastructure. Millets offer a promising solution, addressing malnutrition, ensuring food security, and demonstrating resilience to climate change. By diversifying cropping systems and promoting value addition, millets provide income-generating opportunities for farmers. However, challenges such as low productivity, limited awareness, insufficient value chain infrastructure, and market linkages hinder the widespread adoption of millets. Government initiatives, including the National Mission on Sustainable Agriculture and the National Food Security Mission, aim to support millet cultivation and production. Furthermore, policies promoting research and development, market access, and minimum support prices contribute to the growth of the millet sector. The nutritional benefits, climate resilience, and income opportunities associated with millets make them a valuable solution for small and marginal farmers. By investing in technology, infrastructure, and policy sup-port, India can harness the potential of millets to achieve sustainable agricultural practices, improve livelihoods, and ensure food and nutritional security.

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Production and cultivation dynamics of millets in India

Yadav,

Singh,

Kumari

et al. 2024

Crop Science

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Millets gained a great attention at the global level in 2023 which is celebrated as the “International Year of Millets” to create awareness to eventually promote consumption and production. An attempt is made here to understand the cultivation and production dynamics of millets as influenced by their demand and supply. We also assess challenges and emerging opportunities to make millets more productive, competitive, and relevant to future farming. Millets registered a 60% decline in area and a 200% rise in productivity, but production has remained the same during the last seven decades. The demand of millets decreased as food due to greater incentives (purchasing grain at a pre‐determined price) and policies (distribution of grains to the public at a subsidized rate) in favor of wheat and rice. Millets would play a greater role in future agriculture due to challenges posed by climate change, limited water supply, and reduced agro‐biodiversity. This would need a much greater intensity of investment in millet research and adequate support as extended to wheat and rice. Increased emphasis on their genetic improvement and agronomic management is required to develop cultivars, using new tools and technologies, with high production potential and adequate environmental adaptation to make millets competitive with other crops. Mainstreaming the nutritional traits in millet breeding is also critically important to develop high‐yielding cultivars with improved grain quality traits. Promoting millet consumption would remain the key issue for increasing their demand as food, feed, and industrial raw materials through policies and awareness programs. Strengthening of value chain will help in diversifying agri‐food production system and creating an ecosystem for millet promotion.

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Opportunities and challenges in food entrepreneurship: In-depth qualitative investigation of millet entrepreneurs

Cited by 27 publications

References 72 publications

Transitioning diets: a mixed methods study on factors affecting inclusion of millets in the urban population

Transitioning diets: a mixed methods study on factors affecting inclusion of millets in the urban population

Revitalizing Millets for Nutritional Security & Fortifying Food and Uplifting Small and Marginal Farmers in India: A Review

Production and cultivation dynamics of millets in India

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