Evaluating Digital Visibility of PMFME and ODOP: A Hashtag-Based Analysis of India’s Micro Food Processing Initiatives

India’s food processing sector plays a pivotal role in linking agriculture with industry and markets, contributing significantly to economic growth, employment generation, and value addition. Despite its vast potential, the sector faces persistent challenges such as post-harvest losses, inefficiencies in supply chains, and limited formalization of micro enterprises. In response, policy initiatives such as the PM Formalisation of Micro Food Processing Enterprises (PMFME) scheme and the One District One Product (ODOP) approach have been introduced to enhance value addition, promote rural entrepreneurship, and strengthen cluster-based development. This study adopts a social media content analysis approach to examine digital discourse surrounding these initiatives using hashtags #pmfme, #odop, #pmfmescheme, #pmfmeschemes, #mofpi, and #pmfmetelangana. Data were collected from publicly available social media posts and analyzed using thematic, frequency, and clustering techniques, along with engagement metrics to assess communication patterns and outreach effectiveness. The findings reveal that PMFME has achieved substantial implementation success, with over 4.8 lakh applications, strong credit disbursement efficiency, and widespread outreach. However, only about 14% of applications are aligned with the ODOP framework, indicating the need for stronger cluster integration. Content analysis shows that #odop dominates digital conversations (~72%), while scheme-specific hashtags exhibit relatively low visibility, highlighting gaps in awareness and communication consistency. The study higlights the importance of integrating policy implementation with strategic digital communication to enhance outreach and stakeholder engagement. Strengthening cluster-based approaches, improving hashtag standardization, and promoting localized digital strategies can enhance the effectiveness of such initiatives. Future efforts should focus on leveraging social media analytics for evidence-based policymaking and improving the visibility and impact of agri-food sector interventions.