Sustainable Marketing Mix Strategies of Millets

Abstract

Millets are popular for their nutritional benefits. It provides extra benefits like antioxidant, anti-diabetic, anti-tumorigenic, and antibacterial materials. Consuming millet boosts immunity, detoxifies the body, reduces cancer risk, increases energy, strengthens the brain and muscles, and improves respiratory immunity. Compared to processed grains, millets are more nutrient-dense. Millets contribute to a well-balanced diet and play a significant role in sustainable nutrition. Lack of awareness about the nutritional content of existing dietary patterns and unwillingness to adapt eating habits are two major contributors to poor production and consumption. Millets are no longer extensively grown, and as a result, there are barely any of them on the market. Since 2003, several studies have been performed to assess the millet's increasing demand. This study's objective is to compile marketing mix strategies from those studies and then provide an intelligent perspective on such strategies.