Table 2.

Summary of measures of deterrents for millet consumption

Reasons for not consuming millets	Description
Not much awareness about their health benefits	Not enough awareness about millets and their nutritional value
Not easily available	Not readily available in places where they are not traditionally consumed.
Existing forms are not very palatable	People look for tasty food options
Looking for organic products	Organic edible products are known to be free of chemical residues and are hence deemed healthier.
Looking for branded products	Health conscious consumers are more particular about the product attributes and brand for them is an important product attribute because it confers a feeling of trust and satisfaction.
Price point is quite high	Millets are sold at a higher price point at places where usually the urban affluent class goes to shop, namely supermarkets and online stores.
No lucrative cashbacks/discounts/free gifts	In the absence of incentives like discounts, free gifts and cashbacks, people do not want to risk trials.
I’d rather prefer quinoa and newer exotic healthy options.	Products like quinoa, teff and chia seeds are marketed as exotic products and find buyers.
Family members do not prefer consuming millets.	Since different people in the same family have different food preferences, it becomes difficult and time consuming to prepare different dishes.
Inadequate cooking skills	People who do not come from traditionally millet eating families express their inability to cook them properly.