Sorghum and pearl millet are staple crops grown for subsistence in tropical countries. Less than 5% of annual production is commercially processed due to low productivity, high costs, and lack of processor awareness. Efforts to promote commercialization face challenges. Rural populations have low incomes and awareness. Marketing strategies must address awareness, acceptability, and availability of biofortified staple crops through opinion leaders, demonstrations, education, and ensuring hybrid varieties with higher nutrients are available at affordable prices through expanded distribution networks. The private sector aims to commercialize these crops but rural consumers are diverse with challenges around poverty, infrastructure, and health.

1. Marketing And Delivery Of Staple Crops
With An Invisible Micronutrients : Private Sector
Views
Ashish Wele
President (Business Head)
Nirmal Seed Pvt. Ltd. India

2. Sorghum and pearl millet are primarily grown as
subsistence food crops in Tropical and Subtropical
countries. Less than 5% of annual production is
commercially processed by industry.
The main constraints to the commercialization of these
crops are
a) Low levels of productivity compared to commercial
grain substitutes,
b) High grain assembly and marketing costs,
c) High processing costs, and
d) The lack of awareness of commercial food and feed
processors regarding these crops.
Efforts to promote the commercialization of sorghum and
pearl millet face an essential conundrum.

3. In the tropical and subtropical countries near about
70% population is in rural area.
Nearly 12 million children under the age of five (over
4 million of them in sub-Saharan Africa alone) die
annually; malnutrition is a culprit in 55 per cent of
these deaths.
Anaemia due to Iron deficiency is a major
contributing factor in over 20 per cent of post-birth
maternal deaths in Africa and Asia.
(From Africa Recovery, Vol.11#3 (February 1998), page 3)
 350 million in india suffer from nutrient deficiencies
 50 per cent Indian women suffer from anaemia.

4. Rural Market : Extremely diverse market
Villages
 Size
 Population
 Spread
 Income
 Literacy Level
 Awareness Level
 Languages
Media creating an impact creating awareness levels.

5. Problems in Rural Market :
Low per capita income
Low disposable income
Inadequate fixed income (Daily wages)
Majority depends on agricultural income
 Acute dependence on mansoon
 Consumption linked to harvest
Infrastructure problems
Low awareness
Communication difficult & expensive

6. Factors that influence rural behaviour
Stimuli Inputs to many senses
Products
Package
Commercials
Brand image
References
Information about the products
Perception
Exposure
Interpretation
Attitude
Consumer belief
Consumer feelings

7. Myths about Rural Marketing
It is homogenous mass
Individual decide about purchases
Disposable income is low
 It is heterogenous mass, many languages,
state variations, literacy.
 Decision making process is collective – It
is influenced by decider, ability of
individual all be different so marketing
must brand message at several levels
 Population below poverty line varies
disposable income is high

8. Challenges & Strategies for Nutritional Staple Crops
Awareness
Acceptability
Availability

9. Challenges & Strategies for Bio fortified Staple Crops
Awareness :
Less exposure to the World, low literacy rate
a) Opinion leaders play key role
b) Promotional methods
i) Personal interface
ii) Using culture touch
iii) Events : Folk entertainment, Magic show etc
iv) Display tools : Large screens, animations,
documentary, road shows, mobile vans, exhibitions
v) At Chaupals, Mandi, Travel, places of worship
c) Branding : e.g. Nirma Washing Powder, Colgate
Toothpaste etc.
d) Media habits : Fond of music, TV, Radio, Video Films

10. Rural Media
NON TRADITIONAL TRADITIONAL
TV Cable Networks Puppet Shows
Satellite Channel Folk Theatre
Radio Demonstration
Print Haats & Mela
Cinema Theatre Wall Paintings
Word of Mouth Post Card & Posters
Video on Wheels Booklets, Calender

11. Chaupal Meeting
Folk Show

12. Challenges & Strategies for Bio fortified Staple Crops
Acceptability :
 Reference group : Health workers, Doctors,
Teachers
 Social indicators
 Organoleptic tests
 Demonstrations
 Education
 Induce trials

13. Challenges & Strategies for Bio fortified Staple Crops
Availability :
 Research on hybrids/ varieties having higher
nutritive value (targeted 77 ug/g iron content)
with higher yield
 Seed production through public and private
sector, NGO’s
 Cooperative farmer’s seed production
 Distributors, Dealers and PD’s chain
 Retail outlets
 Affordable price
 Quantity

14. NIRMAL MARKETING-THE NETWORK
Company has the track record of Marketing, all over
India, since last 17 years.
Nirmal Group of Companies have successfully
launched, varieties of Quality Seeds, in the Market,
under the today’s the most trusted brand name of
Nirmal Seeds.
Regional Offices & Depots
1) Mumbai
2) Delhi
3) Lucknow
4) Jaipur
5) Indore
6) Kolkatta
7) Bhubaneshwar
8) Patna
9) Guwahati
10) Hyderabad
11) Banglore
12) Ahemadabad

15. 0
5000
10000
15000
20000
Qty (q)
2004-
2005
2005-
2006
2006-
2007
2007-
2008
2008-
2009
2009-
2010
Years
Hy. Bajra Growth over the years
2004-2005
2005-2006
2006-2007
2007-2008
2008-2009
2009-2010
Nirmal Hybrid Pearl Millet Growth over the
years

16. Nirmal : Business in African Countries