APEDA Was Entrusted With The Task To Promote Indian Millets In International Market
There are about 6,000 different varieties of millets available worldwide. Millets can be grown in arid and semi-arid regions, unlike wheat, rice, and corn because they don’t require good soil or a lot of water to grow. More than a billion people around the world also rely on millet as a great source of protein and energy. Worldwide, Indonesia, Belgium, Japan, Germany, Mexico, Italy, the United States of America, the United Kingdom, Brazil, and the Netherlands are the top importers of millets.
Promotion Of Millet Exports
Anupriya Patel, a minister of state in the ministry of commerce and industry, recently responded to a parliamentary question by stating that the task of promoting Indian millets in the international market has been entrusted to the Agricultural & Processed Food Products Export Development Authority (APEDA). The Government has approved restructuring of APEDA in order to allow it to effectively pursue market access, offer commercial intelligence, promote quality and adherence to standards in agriculture exports, and handle Sanitary and Phytosanitary Measures (SPS) issues. Under the restructuring plan, the creation of 20 new positions has been approved. APEDA can also hire Subject Matter Experts in a variety of fields for a specific project and period of time thanks to the restructuring plan.
Steps Taken By APEDA
The following steps, inter-alia, are being taken to meet the export demand during International Year of Millets 2023:
- APEDA has released e-catalogues for 21 millet-producing Indian states as well as 30 major millet-importing nations. Information on each individual country profile, Indian millets and millet value-added basket, millet production scenario, India’s export of millets, international millets standards, and contact information for Indian exporters, startups, FPO’s, importers and missions in the country are all included in the e-catalogues.
- ii. APEDA has identified three knowledge partners: the Yes Bank, the Centre of Excellence on Millets at the University of Agriculture
Sciences in Bengaluru, and the Indian Institute of Millet Research (IIMR). These knowledge partners work together to develop the value chain for millets and to prepare content for the publication of millet promotion materials, as well as to identify participants for millet promotion events that will be organized by Indian Missions abroad.
- For the year 2023, APEDA has planned to promote Indian millets at international trade fairs and host B2B (business-to-business) meetings.
- A web portal dedicated to millet has also been launched. The portal provides details on millets, their health advantages, production and export statistics, a directory of millet exporters, and other pertinent data.
- APEDA has been running capacity-building programs all over the nation to promote the export of millet and millet-related goods. Startups based on millets are being encouraged for export promotion of value-added goods like noodles, pasta, breakfast cereal mix, biscuits, cookies, snacks, and other millet-based goods that fall under the Ready to Eat (RTE) and Ready to Serve (RTS) categories.
- The knowledge book “Superfood Millets: A US$2 Billion Export Opportunity for India” has been released by APEDA in collaboration with a knowledge partner. The potential millets exporters will benefit from this book.
- A virtual trade fair (VTF) e-platform tailored to millets has been developed. Through this platform, exhibitors showcasing millet-based products can engage with buyers and visitors from around the world.
- To encourage the consumption of millets and develop a specialized market for Indian millets around the world, APEDA has entered the brand-building of Indian millets under the name “Shree Anna”. At important locations, a variety of sampling and tasting campaigns are being organized. Innovative, all-encompassing campaigns, including social media and digital branding, are being used to promote millet and millet products.
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