ABOUT THE BOOK

This book contributes to sustainable agriculture an rural transformation discourse. it offers an evidence-based analysis of millet cultivation and consumption in Uttarakhand, linking traditional practices with contemporary market dynamics.

By emphasizing millets as "nutri-cereals," the book highlights their potential to address food security, climate change, and sustainable agriculture, aligning with broader sustainability and development objectives. The text critically examines the millet value chain, identifying botilenacks like weak market linkages, inadequate infrastructure, pricing ineffciencies, and limited farmer awareness. It nproposes a strategic roadmap for strengthing supply chains, promoting value-added products, and enhancing market access and consumer awarness. The book's market-oriented, stakeholder-inclusive approach adds depth to the analysis. Overall, It is academically rigorous and socially pertinent, making it essen􀆟al for researchers, policymakers, and practioners dedicated to advancing sustainable agriculture.

ABOUT THE AUTHOR

Dr. Shivam Rai is an acomplished academic and researcher in marketing area, currently serving as an faculty member at the Indian Institute of managemnet Kashipur. Dr. Rai holds a doctorate degree from Indian Institute of Technology Rorkee. Dr. Rai industry insights significantly enrich his research and accademic approach and spans areas such as marketing, consmer psychology, digital innovation and sustainable consumption.