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Institute of Agri-Business Management, S.V. Agricultural College, ANGRAU, Tirupati-517 502.
The year 2023 has been declared the International Year of Millets by the United Nations. Millets are small-seeded grains
grown as cereal crops, known for their health-promoting components such as protein, carbohydrates, dietary fibre, vitamins, minerals, antioxidants and phytochemicals. This study aims to understand the consumption patterns of millets and millet- based products in Kurnool district, Andhra Pradesh and identify the factors influencing their consumption. Additionally, it seeks to explore the strategies employed by marketing agencies to promote millets in the region. Two-thirds of percentage of were men (66.67%), while one-third were women (33.33%). Highest education level: Intermediate (29.86%), Secondary education (22.92%), Illiterate (9.72%). Millet consumers with a tradition of millet consumption in the family: 38.89%. Millets was consumed on a daily basis by 48.61%, twice a week by 17.37% and once a week by 15.27%. The preferred time for millet consumption among the high-income group is as follows: Lunch 50% during lunch, 31.25% during breakfast and 18.75% during dinner. Highest consumed millet- Sorghum, followed by Ragi, Korra, and Bajra. Factor influencing millet consumption the most-Health benefits. Health benefits, tradition and medical recommendations significantly influenced millet consumption, while social media played a pivotal role in marketing millet-based products.
KEYWORDS: Millets, Millet based products, consumption.