National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692 Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
Small millets are the ideal food group for all the people irrespective of age. Nowadays awareness about the nutritive richness and therapeutic property of small millets, increased the domestic demand for consumption. While from production side, short-duration nature, drought resistance, fodder usage and higher price add up the advantage and encouraged the farmers in growing small millets. In marketing of small millets, each player in the market played a different marketing strategy. Online marketing is one among such marketing strategy, currently developing at a faster rate in India. Improportionate demand and supply leads to price hike and made small millets, once seen as food for the poor to food for the elite group. This study aims at listing out the prices of small millets and its various value added products in online grocery stores operated in Coimbatore city of Tamil Nadu. The study results showed that price of small millets were devastatingly high in online markets and hence it suggested that government should come forward in small millet promotion schemes in order to bring this nutri rich cereals to the access of every Indian.
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