Digital Transformation in Promoting Millets (“Shri Anna”): A Study of Consumer Behaviour in Lucknow
DOI:
https://doi.org/10.64882/ijrt.v14.iS1.1007Keywords:
Digital Transformation, Millets (Shri Anna), Consumer Behaviour, Digital Marketing, Sustainable Food SystemsAbstract
Today, marketed as "Shri Anna," millets have become a key element of India's plan for sustainable agriculture, nutrition, and food security. The way millets are marketed, consumed, and promoted has changed significantly in recent years due to digital transformation, particularly in metropolitan areas (Wadhawan & R. K. A., 2020). In Lucknow, a significant metropolitan centre in Uttar Pradesh, this study investigates the impact of digital platforms on consumer awareness, attitudes, and purchasing behaviour regarding millets. Government initiatives like the International Year of Millets (2023), digital India campaigns, and the increasing usage of social media, e-commerce platforms, food applications, and online health influencers are all taken into consideration when conducting the research.
The study investigates how consumer understanding, trust, and acceptance of millet-based products are impacted by digital tools such as social media marketing, mobile applications, e-commerce websites, online commercials, and influencer-led content. Additionally, it examines how customer preferences are evolving due to factors including ease, exposure to digital information, lifestyle modifications, and health consciousness. Structured surveys and interviews with urban consumers in Lucknow to be used to gather primary data, supplemented by secondary data from reports, policy documents, and online media sources.
In addition to highlighting the increasing significance of digital communication in encouraging sustainable and healthful food choices, the results are anticipated to highlight issues like price sensitivity, misinformation, and the scarcity of millet-based goods. The study offers insights for policymakers, agri- entrepreneurs, digital marketers, and food companies to create more successful digital strategies for millets by concentrating on customer behaviour. All things considered, the study advances knowledge of how digital transformation might promote sustainable consumption, nutritional awareness, and the more general objectives of economic growth and food security in modern urban India.
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