Understanding the potential for adoption of high-iron varieties of pearl millet in Maharashtra, India: what explains their popularity?

Pearl millet is one of the most important food staples of poorer populations in the drylands of India. To better understand the potential market for high-iron, pearl millet hybrids, we explored factors associated with growing pearl millet, and those that influence whether farmers grow major (popular) hybrids, as compared with minor cultivars in the State of Maharashtra. We tested the relationships among cultivar choice, seed source, and information sources. The data confirm that pearl millet is more likely to be grown by poorer households in drier, drought-prone areas. Scheduled castes are more likely to grow popular hybrids, and less likely to grow minor cultivars, but are no less likely to acquire seed from commercial vendors than less privileged people. Farmers who ascribe more importance to consumption attributes are more likely to grow minor than popular hybrids. De facto, popular pearl millet varieties are likely to reach less privileged farmers. To attain adoption potential, popular hybrids could be targeted for iron enrichment, and commercial marketing strategies should be pursued with diversified public and private sector partnerships.