Vol. 7, Issue 5, Part D (2025)

Finger millet (Eleusine coracana), locally referred to as "mandua," is a highly nutritious and climate-resilient crop traditionally grown in the hilly terrains of Uttarakhand. Despite its recognized health benefits and increasing popularity among health-conscious consumers, the marketing framework for finger millet products especially flour remains fragmented and poorly organized in regions like Almora district. This study seeks to analyse the socio-economic conditions of finger millet cultivators, examine the existing marketing pathways, and explore the challenges and opportunities in the sale of finger millet flour within Almora. A stratified random sampling approach was adopted to select 100 respondents, and data collection was carried out through structured interviews and secondary sources. Analytical tools such as percentage analysis, price spread calculation, and the Garrett Ranking Method were utilized for a comprehensive evaluation. Findings indicate that most farmers engaged in millet cultivation are male, predominantly operating on small and marginal landholdings. Several marketing channels were identified, with intermediaries significantly reducing the producer’s share to 75.47% of the final consumer price. Key constraints include inadequate storage facilities, high transportation expenses, and market price volatility.
The study recommends strengthening physical infrastructure, expanding the role of Farmer Producer Organizations (FPOs), promoting direct marketing, and introducing supportive policy measures like Minimum Support Price (MSP) assurance, enhanced market access, and public awareness campaigns highlighting the nutritional benefits of millets. Although limited by sample size and geographic focus, the study underscores the potential of finger millet as a sustainable and profitable crop when supported by efficient marketing systems and targeted policy interventions.