Market Research for Millet-based food awareness and consumption behaviour in India
An overview:
The food consultant (cum researcher) working with restaurants on menu innovation partnered with ThinkSurvey to explore consumer behaviour around millet-based food. She had two main objectives – first, to study the drivers that make people consume millet-based food frequently, and second, to study the barriers to why participants tried millet-based food but continued on their usual diet.
Our expert team started with qualitative research, and backed by thematic analysis, we uncovered what drives frequent millet consumption and what barriers prevent wider adoption. The findings were then translated into a structured national market survey, and the insights guided the creation of a dedicated millet-based menu for a client restaurant.
The Context: Why studying Millets and Millet-based food ideas Matters in India
India is the world’s 5th largest exporter of millets. Some of the most widely consumed varieties include Bajra (pearl millet), Ragi/Mandua (finger millet), Ramdana (amaranth), Kuttu (buckwheat), Sanwa (barnyard millet), Kangni/Kakum (foxtail millet), and Kodon (kodo millet). Often referred to as “coarse cereals,” millets are rich in protein, vitamins, and minerals, making them nutritionally superior to wheat and rice.
Recognizing this potential, the Government of India has been actively promoting millet-based food consumption. Yet, millets are still far from replacing wheat, rice, and pulses as the primary staples in Indian households. This research set out to uncover both the drivers encouraging millet adoption and the barriers slowing it down—capturing insights from diverse Indian households across age groups, genders, geographies, and food habits.
What the researcher was looking for:
Participants who are willing to share their food stories
A market research agency with pan-India presence
Expertise in framing questionnaires, analysis and present final outcomes
Cost-effective survey platform and yet authentic responses
Previous Challenges faced while conducting Market Research on Millet-based food in India
The researcher faced a common roadblock while conducting this food research in India. How do you reach hundreds of real Indian food enthusiasts across diverse backgrounds – and collect reliable, fast, and clean survey data?
During our initial conversations, the millet-based food consultant mentioned some of the challenges faced by restaurant entrepreneurs working in the same field:
- Limited reach
- Homogenous responses
- Low completion rates
- Concerns over data integrity
Traditional panels were either too expensive, lacked the granular Indian targeting needed, or involved complex onboarding processes.
That’s when the researcher discovered ThinkSurvey.
Stage 1: How ThinkSurvey hits the bulls-eye with Qualitative Research
No. of Participants: 50
Demographics: 18+ years, balanced geographical distribution across India
Methodology:
The researcher provided conversation starters designed to uncover genuine human stories and emotions for this millet-based food study. We used guiding questions to spark and sustain free-flowing conversations, and participants were invited to share their thoughts in writing – at their own time, place, and convenience. Our expert qualitative research approach ensured rich, thoughtful inputs and the highest quality data. ThinkSurvey delivered 50 in-depth open-ended responses in just 10 days from across India.
Stage 2: National Level Market Survey to Study Millet-based Food
No. of Participants: 1000+
Demographics Delivered: from 78 cities, balanced profession distribution across India
Methodology:
Backed by the insights uncovered from our Thematic Analysis done on the interview answers we received, our expert team highlighted key themes to be explored – awareness about millets and millet-based food items, health-conscious choices, positive environmental impact of millets cultivation on environment, emotions behind food choices, etc.
To commence data collection for expert market research on millet-based food, a broader national level study was conducted using close-ended survey-based questionnaire.
The respondent profile required:
- Active social media users
- Balanced representation of genders, age groups (18–55+), and cities
- Mix of education levels
Why the Researcher Chose ThinkSurvey for Data Collection
ThinkSurvey stood out for three reasons:
- India-specific participant pool – Spread across tier1, tier2 & tier 3 cities
- Rapid turnaround – High-quality responses delivered in under 20 days
- Rigorous research alignment – Used by multiple start-ups, SMEs, research scholars and faculties
Unlike generic survey platforms, ThinkSurvey enables entrepreneurs and researchers make their restaurant business plan a huge success in India, as it is built for Indian market research needs. The researcher appreciated the supportive onboarding, flexible targeting, and transparency in response quality.
