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The goal of the present study is to examine the degree of knowledge amongst Indian women about millet grain and its nutritional advantages. Millet is regarded to be five times more nutritious than rice and wheat. Despite the fact that millet contributes to 10% of India's food grain basket and has an annual production of 18 million tonnes, it is not consumed in the same proportion as mainstream cereals (that is rice and wheat). As a result, the study's primary objective is to determine the level of awareness and consumption pattern of millet amongst Indian women regarding millet grains.

The research was carried out in the city of Bengaluru in the state of Karnataka, India. For the purpose of study, a sample of 855 female respondents was approached using a non-probability sampling technique known as convenience sampling. The data were gathered through the use of a self-administered structured questionnaire.

According to the findings of the study, the vast majority of respondents consume millet for preserving overall health. Building self and family immunity is the most important factor with 4.11 mean scores and low standard deviation of 0.985. The results reveal that 80.6% of women in the study are aware of millet but only 62.7% of women are consuming millet. The motivating factors and demotivating factors leading to consumption and non-consumption behaviour, respectively have also been identified. The study also reveals that demographic factors such as age, qualification and income have a direct influence on millet consumption.

The scope of research can be extended to explore the impact of millet consumption on long term health benefits of millet amongst the target respondents. Further, the study can be extended to explore the consumption pattern of millet among different target audience in various parts of India. The media interventions in creating awareness of millet consumption benefits need to be studied for increasing the consumption of millet.

Companies involved in producing Fast Moving Consumer Goods (FMCG) products can be encouraged to produce millet based foods like cereals, biscuits, ready to eat foods etc. Workshops can be organized to raise awareness on how the millet can replace traditional grains in the cooking process.

Policy measures may include millet being promoted through technology dissemination, creating awareness about advantages of millet and including millet in the Public Distribution System (PDS). It is also important to promote the cultivation, maintenance and processing of the local variety of millet with competent marketing strategies so as to increase their cultivation comparable to the cash crops. Farmers should be educated on the importance of cultivation of minor millet.

The fast-paced lifestyle of urban Indians has a direct impact on their dietary preferences. The World Health Organization (WHO) recommends that people have a nutritionally balanced diet and engage in regular physical activity to reduce health risks. In India, as a result of women's increased participation in the workforce, women are forced to manage many tasks and obligations, which has detrimental effects on their health. The poor nutritional status of modern-day workers is attributed to a lack of education, lack of awareness and a general disregard for health-related concerns. There is a need to investigate if Indian women are aware of the nutritional benefits of millet grains that are higher in protein.

Biofortification of staple crops is a promising strategy to alleviate micronutrient deficiencies in rural populations of the developing world. The possibility to sell biofortified crops at “a good market price” plays a vital role for the acceptance by smallholder farmers. This study is therefore focused on non-farming consumers' willingness to pay (WTP) for biofortified crops.

Specifically, we elicited non-farming consumers' WTP a premium for the improved iron content (+30% iron) in a 1kg finger millet bag using a 2nd price Vickrey auction with six auction rounds and one health- and one process-related information treatment. Due to multiple bids per subject, premiums were analyzed using a linear mixed-effects model, controlling for market feedback and auction round.

Despite more than half of the respondents being skeptical toward new crop varieties, the acceptance rate was very high (98% with a WTP above zero). The average premium amounted to 27% and could be significantly increased with the provision of health-related information. In contrast, information about the breeding method was ineffective. The WTP was significantly higher for higher income and lower for higher age, education and skepticism toward new crop varieties and increased with increasing rounds.

Our results suggest that non-farming consumers are willing to pay “a good market price” for iron-biofortified finger millet. Our analysis also confirms the importance of health-related information for raising consumers' WTP. This information supports the further development and introduction of biofortified crops to alleviate micronutrient malnutrition.

This study adds to the still limited literature on consumers' WTP for iron-biofortified crops in India, focusing on non-farming consumers to assess the price such crops can achieve on the market.

The learning outcomes of this paper is as follows: to showcase how a futuristic mission and planned branding initiatives can help start-up social enterprise to create a successful brand; to explain how a comprehensive understanding of the target group and innovative products/services and channel strategies help GoBhaarati position itself as an upcoming not for profit social enterprise; to argue how proper brand mission and branding can help even a small startup to create a brand identity in a fiercely competitive fragmented market dominated by big players; the constraints GoBhaarati faced in constituting and aligning distribution channel. These impulsions can have legal, environmental and or managerial foundations.

GoBhaarati Agro Industries and Private Limited (GoBhaarati) operated as a nonprofit social enterprise in the Health and Wellness Industry, providing natural indigenous traditional Indian products such as millets, honey, turmeric, jaggery, rock salt and serving millet-based snacks to consumers. At the epicenter of Gobhaarati's branding strategy was its health and wellness positioning. The company's mission was to increase the positive perception of millets and to convince consumers that there was intrinsic value in a product's origin and production processes. Iriventi aimed to achieve a turnover of at least ten crores by 2025, but the company's sales and financial resources were limited. With this clouding in mind, Iriventi could not decide whether to let GoBhaarati stay niche in business or to expand it organically.

Graduate and executive management education students can use the case. The case may also be used to focus on entrepreneurship and distribution management for start-up social enterprises.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The provision of fair and remunerative prices to farmers through government intervention is one of the key debates to address the farmers' distress in India. This article identifies how different marketing channels are responsible for higher price realization over the officially announced minimum support price (MSP).

The study uses the NSSO-SAS, 2012–13 and NSSO-SAS, 2018–19 for Aggregate level data and Unit Level Data on the Situation Assessment Survey of Farmers' households. It uses logit regression to determine the factors responsible for better price realization.

Our major findings indicate that two factors importantly determine better price realization than MSP. Firstly, government agencies provide better prices for crops covered by MSP, such as paddy, wheat and cotton. However, the probability of receiving higher prices increases for some crops if the farmers belong to the upper land size classes and upper social category. Secondly, jowar, bajra, maize and ragi, other important crops that don't benefit from government agencies, may require higher levels of procurement at the state level.

The present study only analyzes selected major crops. Distance is an important factor in choosing a marketing channel that is not incorporated due to unavailability in NSS Data.

The study is based on the latest original empirical evidence and sheds light on the variation in price realization in different agricultural marketing channels in India.

Malnutrition remains a big public health issue especially in developing countries. The purpose of this paper is to analyze factors that influence consumption of nutrient-rich foods among children aged 6–59 months and women of reproductive age (15–49 years) in the urban informal settlements of Nairobi, Kenya, and Kampala, Uganda. This study uses multicomposite soft porridge as an example of a nutritious product.

A cross-sectional survey was conducted with 574 households from urban informal settlements in Kampala and Nairobi. A systematic random sampling approach was used to select respondents, and interviews were conducted on their sociodemographics, porridge consumption and purchase behavior. Probit regression models were used for the analysis.

Results indicate that households with access to nutrition information are more likely to consume porridge with diversified ingredients, compared to households without nutrition information. Additionally, consumption of fortified porridge flour has a lower probability of consuming porridge flour with diversified ingredients.

The evidence echoes the need for increased dissemination of nutrition information, which will trigger willingness to pay and consumption of nutritious foods. Further, it underpins the need for processor-level interventions to avail these foods at affordable prices for the benefit of low-income consumers.

This is among the first papers assessing factors that influence consumption of nutritious and diversified soft porridge by children aged 6–59 months and women aged 15–49 in the informal settlements of East Africa.

The purpose of this study is to examine the effect of calcium-rich ingredients such as sesame, skimmed milk powder, moringa leaves, cumin seeds and finger millet on flour, dough and breads with the objective of developing bread with higher calcium content and to investigate whether it maintains quality traits that guarantee its acceptability by consumers by testing textural, scanning electron microscopy and nutritional and sensorial parameters.

Refined flour was fortified with skimmed milk powder (SMP), sesame, moringa leaves and cumin (T1), SMP, sesame and malted finger millet (T2) and SMP and sesame (T3). Refined flour dough and breads served as control (C). The physicochemical, textural, scanning electron microscopy, nutritional and sensory parameters of flour, dough and breads were evaluated.

Significantly (p < 0.01) higher stickiness values of dough were obtained by refined flour dough-C (50.3 N); refined flour dough fortified with SMP and sesame - T3 (42.2 N); Refined flour dough fortified with sesame, SMP and malted finger millet -T2 (38.4 N); and refined flour dough fortified with sesame, SMP, moringa leaves and cumin -T1 (33.5 N). Oven spring in breads was 1.4 in C and decreased significantly (p < 0.01) to T3-1.0, T1-0.9 and T2-0.8. Chewiness values of T3 (4.1) was similar to C bread, whereas T1 and T2 showed significantly (p < 0.01) lower values. Scanning electron microscopy images of bread microstructure showed fortification of bread resulted in intermittent but more prominent gluten structure in test breads than control. The highest calcium content was observed in T1 (268 mg/100 g), followed by T2 (231 mg/100 g) and T3 (211 mg/100 g). The incorporation of dried moringa leaves and cumin seeds enhanced the appearance, aroma, taste and flavor of T1.

The study shows that texturally and sensorially acceptable nutritious breads can be produced through natural fortification. Nutrients from naturally fortified foods are better absorbed and assimilated by the body. Calcium-fortified breads, each with its own distinctive taste and texture, showed high values in the sensory evaluation test.

The incorporation of calcium and protein-rich ingredients such as SMP, moringa leaves, cumin, malted finger millet and sesame would yield calcium enriched breads superior to the commonly consumed plain refined wheat flour bread with respect to textural, nutritional, functional and sensory attributes and have high potential to alleviate calcium deficiency in vulnerable groups.

The purpose of this paper is to assess indigenous climate governance through climate change and variability discourse by a rural Zimbabwean community. In Zimbabwe, climate governance has largely been presented from a political angle as indicated in the current climate governance structure. Apparently, the structure does not directly involve rural communities who at the same time suffer the most from the effects of climate change. Hence, the study intends to demonstrate that the manner in which humans perceive climate change influences their responses and actions vis-à-vis climate governance.

This qualitative study used 20 participants from a rural community in Zimbabwe. Their experiences were used as lances through which indigenous climate governance could be envisioned and executed. In-depth interviews were used to collect data and thematic content analysis was used to analyse data.

The study found that climate change perceptions and observations of weather conditions informs the community’s decisions on how to adapt to the impacts of climate change vis-à-vis indigenous knowledge systems (IKS) climate governance. The study also proposed a paradigm shift from a Western-oriented climate governance structure that currently exists in Zimbabwe to an indigenous model through a proposed IKS governance structure. This was considered significant because of the fact that it closely accommodates the community based on their lifestyle.

The study proposes a paradigm shift from a Western-oriented climate governance structure that currently exist in Zimbabwe to an indigenous model through a proposed IKS governance structure. This is arrived at by assessing climate change perceptions, narratives and experiences by community members. This is of particular importance because a few scholars have explored climate governance via IKS.

Millets are ancient grains, following wheat, that have been a fundamental source of human sustenance. These are nutrient-rich small-seeded grains that have gained prominence and admiration globally due to their super resilience in diverse climates and significant nutritional benefits. As millets are renowned for their nutritional richness, the demand for millet-based products increases. Hence, this paper aims in identifying the growing need for innovative processing techniques that not only preserve their nutritional content but also extend their shelf life.

In traditional times, heat was the only means of cooking and processing of the foods, but the amount of damage they used to cause to the sensorial and nutritional properties was huge. Millets’ sensitivity toward heat poses a challenge, as their composition is susceptible to disruption during various heat treatments and manufacturing processes. To cater to this drawback while ensuring the prolonged shelf life and nutrient preservation, various innovative approaches such as cold plasma, infrared technology and high hydrostatic pressure (HPP) processing are being widely used. These new methodologies aim on inactivating the microorganisms that have been developed within the food, providing the unprocessed, raw and natural form of nutrients in food products.

Among these approaches, nonthermal technology has emerged as a key player that prioritizes brief treatment periods and avoids the use of high temperatures. Nonthermal techniques (cold plasma, infrared radiation, HPP processing, ultra-sonication and pulsed electric field) facilitate the conservation of millet’s nutritional integrity by minimizing the degradation of heat-sensitive nutrients like vitamins and antioxidants. Acknowledging the potential applications and processing efficiency of nonthermal techniques, the food industry has embarked on substantial investments in this technology. The present study provides an in-depth exploration of the array of nonthermal technologies used in the food industry and their effects on the physical and chemical composition of diverse millet varieties.

Nonthermal techniques, compared to conventional thermal methods, are environmentally sound processes that contribute to energy conservation. However, these conveniences are accompanied by challenges, and this review not only elucidates these challenges but also focuses on the future implications of nonthermal techniques.

The purpose of this study was to develop functional emu meat nuggets incorporated with finger millet flour (FMF) with high fibre content and improved oxidative stability.

FMF was incorporated at 4, 6 and 8 per cent levels with replacement of emu meat in nuggets formulation and on the basis of various physico-chemical, instrumental colour and sensory parameters, 6 per cent FMF was selected as optimum. The functional emu meat nuggets incorporated with optimum level of FMF as well as control were aerobically packaged in low density polyethylene (LDPE) bags and stored for 21 days at refrigeration (4 ± 1°C) and evaluated for oxidative stability, microbiological quality and sensory attributes at regular interval of 7 days.

The fat content showed significant (p < 0.05) decrease, whereas the crude fibre content increased significantly (p < 0.05) with the increasing levels of incorporation. The sensory scores for all the attributes in 6 per cent FMF-incorporated product were higher than control. During entire storage studies, the thiobarbituric acid reactive substances (TBARS), free fatty acid and peroxide value followed an increasing trend for control as well as treatment product; however, treatment showed a significantly (p < 0.05) lower value than control throughout the storage period. Standard plate count increased significantly (p < 0.05) for control and treatment product, but the counts were lower than the prescribed limits even on 21st day of storage.

The developed products will have functional value by increasing the calcium and dietary fibre content by utilizing the minor cereals. This will be highly beneficial to both the agriculture and meat industry.

The research findings demonstrated the use of FMF in the development of calcium- and fibre-enriched emu meat nuggets with improved oxidative stability.

The purpose of this paper is to develop easily reconstitutable nutrient dense mixes using natural food ingredients for enteral feeding, in developing countries. Three mixes were prepared using various combinations of malted wheat, sorghum, finger millet, pearl millet, green gram, linseed and sesame seeds and/or whey proteins and analyzed for nutrient composition and selected quality parameters. It was found that when reconstituted as tube feeds they compared well with the guidelines given by the American Gastroenterological Association. The mixes were not analyzed for all the nutrients and not tested on patients. Opines that they would provide nutritional support at relatively lower cost compared with commercial formulations for varied clinical conditions. Simple indigenous technologies using natural ingredients were employed for formulating the mixes. These mixes would be beneficial for enteral feeding in developing countries in lieu of commercial formulations, which tend to be expensive.