Consumer perceptions and supply chain dynamics of millets in the western undulating agroclimatic zone of Odisha, India

Research on the effects of supply chain constraints on product availability, perceived quality, convenience, and repeat purchasing in Odisha’s western undulating agroclimatic zone is limited. Therefore, a multistage sampling design was employed to study the production and marketing of finger millet in Kalahandi district, Odisha. Three major millet-growing blocks, i.e., Lanjigarh, M. Rampur and Narla, were purposively selected, with three villages randomly chosen from each. From every village, ten growers were surveyed (n = 90), stratified by farm size. Additional data were collected from farmers, processors, distributors, retailers, millet cafés and agricultural produce market committee (APMC)s through focus group discussions and key informant interviews to examine supply chains and consumer behaviour. Among 60 consumers surveyed, the majority were male (71.67 %) and 53.33 % in the middle age group (31-50 years). Most respondents were married (80 %), lived in nuclear families (73.33 %) and engaged in agriculture (61.67 %). Health benefits emerged as the primary factor influencing purchase decisions (Garretts’mean score 41.79), followed by social media influence, relatives’ suggestions and doctors’ advice. Analysis of supply chains revealed two input channels and three marketing channels, with channel I (formal) preferred for finger millet due to assured minimum support price (MSP). The implementation of the Odisha millet mission (2017) strengthened community-based organisations (CBOs) like farmer producer organizations (FPOs), farmer producer companies (FPCs), farmers’ associations (FAs) involvement. Community based organisations (CBO) satisfaction was highest for market information (94.44 %) and technical skill promotion (92.22 %), but low for credit linkage (6.67 %) and transportation support (4.44 %). Overall, the findings indicate that finger millet marketing is dominated by formal channels, while consumer choices are driven by nutritional awareness, social influence and affordability.