Vol. 12, Issue 8 (2023)

Author(s):
Humera Afreen, Dr. P Radhika, Dr. Dayakar Rao and Dr. Srinivasa Chary

Abstract:
Millets play a crucial role in the global food and nutrition sector. They are stable food crop for small farmers, and they can adapt to a variety of soil types. Millets have unique characteristics, such as rapid maturation, which allows them to be used in intensive cropping systems. They can be stored for a long time and provide nourishment during a dry season or crop failure. The millet startups play a vital role in the millets value chain by taking them close to consumers. For the study, convenience sampling method will be used to select the sample. Thirty millet startups in Hyderabad will be selected as sample to collect primary data. The data will be analyzed using descriptive statistics and the results will be interpreted using tables. Majority of the millet startups had less than three members in their marketing team composition (63.33%). Furthermore, nearly half of the startups (46.67%) strengthened the marketing team by hiring highly skilled employees. Differentiating the products based on their core product (53.33%) features was the strategy adopted among most millet startups. Competitive pricing (53.33%) was adopted by over half of the startups as their pricing strategy.