An Export Promotion Forum (EPF) has been specially established to promote millets in the international market through sharing of knowledge and opportunities
Millets have been traditionally grown in India and can help in food security and strengthening of agriculture systems particularly in the background of climate change. India is focusing on drawing the world’s attention on millets. Under the aegis of Ministry of Commerce and Industry, the Agricultural and Processed Food Products Export Development Authority (APEDA) is responsible for promotion of export of millets.
APEDA is also involved in capacity building, raising awareness about millets. To build on the niche portfolio, APEDA is building knowledge sharing platforms called buyer seller meets (BSMs) internationally and also involving states via state millet mission programmes. To enhance the consumption of millets, even the government offices are being asked to inculcate millet snacks in trainings, meetings and canteens. Not just this, vending machines have also been put up in various buildings of ministries.
International fairs have been seen as tremendous tools in bringing various stakeholders in a single umbrella where trade of resources may create further room for cooperation. Examples of such initiatives could be seen in fairs held in US, Germany and South Korea. The Global Millets (Shree Anna) Conference was held on 18th to 22nd March 2023 at New Delhi also witnessed a good response from young college and school students , passionate about seeing value added innovative millet products, showcased in the event held in March, this year .
APEDA has been providing handholding support to exporters under a number of schemes like the infrastructure development, quality development and market development. The government is also establishing partnerships with start-ups, research institution, Indian foreign missions, retailers and academics to facilitate India’s image as a global player of millets.
A global marketing campaign has also been launched to show India’s forte in the arena of millets. E- catalogues covering 30 importing countries and 21 millet producing states has also been made. A virtual trade fair (VTF), wherein millets exporters and importers globally can strike business deals 24X7, 365 days has also been formed.
An Export Promotion Forum (EPF) has specially been established to promote millets in the international market- it is a platform for sharing of knowledge, opportunities, collaboration for promoting millets globally. To raise awareness, a portal specifically focused on dissemination of knowledge related to millets its health benefits, production, export scenario and exporters details have been duly curated.
At the behest of government of India, the year 2023, has been declared as the International Year of Millets, by the United Nations. The central government, the state governments and embassies have been making action plans for year long promotional focus on millets. Some states like Assam, Bihar, Chhattisgarh, Karnataka, Madhya Pradesh, Maharashtra, Odisha, Rajasthan, Tamil Nadu, Uttarakhand and Uttar Pradesh have come up with State Millet Missions.
Public private partnership maybe a viable option to ensure quality production of grains. APEDA has ventured with various global institutions such as the Lulu group, a renowned hypermarket, for spreading its presence across the Middle East in recent times.
Looking at future risks, the government is initiating multiple campaigns to further spread awareness and grab its chance to be a global leader.