1.Initiatives by national and international organisations
The United Nations has declared 2023 the International Year of Millets. The governments of many countries are also observing the International Year of Millets 2023 , along with the Food and Agricultural Organization (FAO), wherein awareness would be created and increase the production and consumption of millets.
2.Lack of resources to cultivate wheat and rice
The cultivation of wheat and rice is resource intensive and depends on the availability of labour, capital, energy and water. These are not available in abundance in South Asian countries. The lack of underground water, soil fertility, land availability and frequent storms further aggravate the issue. Millets can grow under extreme conditions and can compensate for the lack of production of wheat and rice.
3.Rising health awareness
Consumers are gaining awareness regarding the health benefits of millet, which is rich in resistant starch, B vitamins, iron and calcium. In addition, millets contain antioxidants, which are implicated in preventing and managing lifestyle-related disorders like obesity, diabetes and hypertension .
An increasing number of individuals suffer from gluten sensitivity, which causes coeliac disease. Millets are the best option for such people since they are gluten free. Millets can be consumed as cereals, bread, and pancakes.
4.The rise of E-Commerce
With an increase in the number of smartphone users, the avenues for e-commerce have been opened, and many industries can place their products with discounts that attract consumers. The food industries developing millet food products can also offer incentives for consumers, which acts as a factor for growth [1].
5.Innovations in Food product development
The food industry has become aware of the consumers’ inclination towards natural and organic products, and there have been studies on using millet as an ingredient to formulate various innovative millet based food products like millet based noodles, baked products, snacks, granola and muesli.