International Journal of Current Microbiology and Applied Sciences (IJCMAS)
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Original Research Articles                      Volume : 6, Issue:11, November, 2017

PRINT ISSN : 2319-7692
Online ISSN : 2319-7706
Issues : 12 per year
Publisher : Excellent Publishers
Email : /
Editor-in-chief: Dr.M.Prakash
Index Copernicus ICV 2018: 95.39
NAAS RATING 2020: 5.38

Int.J.Curr.Microbiol.App.Sci.2017.6(11): 3167-3171

Small Millets - Food for the Poor or Elite? - An Online Market Study in Coimbatore City of Tamil Nadu, India
V. Kavitha1*, G. Sindumathi2 and K. Chandran1
1Department of Agricultural Economics
2Department of Food Science and Nutrition, Tamil Nadu Agricultural University, Madurai, Tamil Nadu, India
*Corresponding author

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.

Keywords: Small millets, Price, Online stores.

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How to cite this article:

Kavitha, V., G. Sindumathi and Chandran, K. 2017. Small Millets - Food for the Poor or Elite? - An Online Market Study in Coimbatore City of Tamil Nadu, India.Int.J.Curr.Microbiol.App.Sci. 6(11): 3167-3171. doi:
Copyright: This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike license.