Hey Himanshu Tiwari - I hope the below answers your question.

The resurgence of millets (Shree Anna) in Uttar Pradesh is not just a government-led initiative; it's being significantly powered by a growing wave of private-sector partnerships and investments. Recognizing the immense consumer shift towards healthier foods and the government's strong push, businesses are actively entering the millet value chain. Here’s a breakdown of the key developments:

1. Backward Integration: Setting Up Processing Units

A major challenge with millets is their post-harvest processing (dehusking, cleaning, sorting, grading). Private companies are investing heavily to solve this, creating the essential infrastructure needed to bring millet products to the market.

• Large Agro-Processing Companies: Major Indian FMCG and agro-processing players are setting up or dedicating lines within their existing UP facilities for millet processing. This includes installing modern machinery like optical sorters and dehullers to ensure a consistent, high-quality supply of millet grains and flour for both their own brands and B2B sales.
• Start-ups and SMEs: A new wave of agri-startups and smaller enterprises is emerging. They are establishing dedicated millet processing units, often closer to production clusters in regions like Bundelkhand and Mirzapur. These units focus on creating value-added products directly from the farm gate, improving farmer realizations.

2. Market Access: Retail Tie-ups and Branding

Getting millet-based products onto shelves is crucial. This is happening through strategic partnerships across the retail spectrum.

• Modern Retail & E-commerce: Large supermarket chains like Reliance Fresh, Big Bazaar, and D-Mart are increasingly dedicating shelf space to millet products. They are partnering with brands that offer millet-based snacks, flours (like jowar, bajra, ragi atta), ready-to-cook mixes (millet dosa, idli mix), and even millet grains.
• Direct-to-Consumer (D2C) Brands: Numerous D2C brands have emerged, selling directly through their own websites and online marketplaces like Amazon and Flipkart. These brands often focus on premium, organic, or innovative millet products like millet cookies, noodles, breakfast cereals, and protein bars, effectively creating a new market niche.
• Food Service Industry: Restaurants, cafes, and hotel chains are partnering with suppliers to introduce millet items on their menus. This includes everything from millet khichdi and rotis to millet-based biryanis and desserts, making it trendy and accessible to urban consumers.

3. The Catalyst: PLI Scheme for Millet Products

The Government of India's Production Linked Incentive (PLI) Scheme for the Food Processing Industry has been a massive catalyst. While not exclusive to UP, numerous companies based in or supplying from UP are availing its benefits for millet products.

The scheme provides financial incentives for:

• Sales and Branding: Companies get an incentive on their incremental sales of ready-to-cook/ready-to-eat millet products, including those made from nutri-cereals. This makes investment in branding and marketing these products more viable.
• Capacity Expansion: It encourages manufacturers to set up new plants or expand existing capacity for producing millet-based goods, as the incentive is directly linked to achieving higher production and sales targets.

This PLI scheme effectively de-risks the initial investment for private players, making the millet business proposition far more attractive.

4. Beyond Processing: Holistic Partnerships

The partnerships extend beyond just making and selling products:

• Farmer Producer Organizations (FPOs): Private companies are entering into off-take agreements with FPOs promoted by the government. This ensures a consistent supply of raw material for the company and a guaranteed market for farmers, creating a sustainable ecosystem.
• Input and Technology Companies: Partnerships are forming with companies that provide high-yielding millet seeds, organic fertilizers, and farm-level technology to improve the quality and yield of the raw produce right from the beginning.

In summary, the private sector in UP is building a comprehensive ecosystem for millets. From building processing units to forging retail alliances and leveraging government schemes like the PLI, businesses are betting big on Shree Anna. This synergy between government vision and private enterprise is crucial for making Uttar Pradesh a major hub for millet production, processing, and consumption.

As of October 2023, Uttar Pradesh (UP) has been actively promoting private-sector partnerships and investments across various sectors, including millet processing, retail, and manufacturing. Some notable developments include:

Summary: UP is witnessing a growing trend of private-sector engagement in millet processing and marketing, driven by government incentives like the PLI scheme, retail partnerships, and infrastructure development. These collaborations aim to promote millet as a healthy, regional crop, boost rural livelihoods, and create a robust value chain.