📄 Abstract
The restoration of millets in India is not only an agronomic development but also a political marketing change of sustainable agri-food systems. With Coimbatore District, Tamil Nadu as its main target, the current paper investigates the areas of millet production, marketing and consumption behaviour using an SDG-based analytical concept. Based on sustainable marketing theory, the Triple Bottom Line conceptualization, value chain and consumer behaviour models, the paper then conceptualizes a Production → Marketing → Consumption SDG Outcomes pathway, with marketing serving as the transmission mechanism of the most critical mechanism of translating environmental and nutritional benefits into specific quantifiable development outcomes. Historically marginalized in Green Revolution, militants are re-positioned as climate-resilient, low GI, and high-fiber functional foods in line with urban trends of healthy and green consumerism. The review show that policy support and Farmer-Producer Organisations (FPOs) have enhanced supply chains and market access, however, market penetration is highly reliant on health-based branding, positioning based on regional identity, experience promotion, Omni-channel distribution, consumer education, and product innovation. Although increased awareness has taken place, there remains an awareness-purchase gap because of price sensitivity, less convenient format and distribution availability. The paper suggests an SDG-compatible marketing model between sustainable production (SDGs 2, 12, 13), inclusive value chains (SDGs 8, 10), and responsible consumption and health outcomes (SDGs 3, 12), and how the millet revival can be used as a sustainability transition model and a competitive differentiation model in regional markets.
🏷️ Keywords
📚 How to Cite:
Kanimozhi T, Dr. U. Vani , MILLET REVIVAL IN SUSTAINABLE AGRI-FOOD SYSTEMS: A MARKETING PERSPECTIVE WITH SDG INTEGRATION -A CONCEPTUAL REVIEW WITH CONTEXTUAL REFERENCE TO COIMBATORE DISTRICT , Volume 14 , Issue 6, June 2026, EPRA International Journal of Agriculture and Rural Economic Research (ARER) , Pages: 48 - 52 , DOI: https://doi.org/10.36713/epra28555