Optimizing ragi product distribution channels: A case study of empowering women and local communities in Dang district

The study explores how women in Dang district market millet (Ragi) products to improve their livelihoods. Millets are vital foods in this tribal area, offering great nutrition like other cereals. These women in South Gujarat’s Dang district make various Ragi products—like cookies, papad, fryums, and chakris. Dang was selected for this study due to higher production of minor millets and millet products. 10 retailers, 10 wholesalers, 5 FPOs, and 5 self-help groups from Dang district were purposively selected to make it 30 respondents in total. Different marketing channels were identified: Channel-I (producer to retailer to consumer), Channel-II (producer to wholesaler to retailer to consumer), and Channel-III (producer/FPO/SHGs to consumer). In marketing of Ragi papad, cookies, fryums, and chakris, Channel-II had the highest marketing costs. Channel-III had the minimum cost and less price spread compared to Channel-I and Channel-II. This shows that direct marketing from producers or groups to consumers has potential benefits over involving middlemen in terms of cost and price variations.