Odisha Millets Mission
Shree Anna Abhiyan (Odisha Millets Mission) is a Government of Odisha flagship programme serving 243,256 tribal farmers across 30 districts with millet cultivation support, decentralized processing infrastructure, MSP-based procurement via TDCCOL, and the Millet Shakti WSHG-run consumer enterprise network.
- Company typePrivate
- Founded2017
- HeadquartersBhubaneswar, India
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Odisha Millets Mission does
Shree Anna Abhiyan (Odisha Millets Mission) is a flagship agricultural programme of the Department of Agriculture and Farmers Empowerment, Government of Odisha, launched in 2017 to revive millets in farms and on plates across the tribal areas of the state. The programme serves 243,256 farmers across 30 districts, 177 blocks, 2,884 gram panchayats, and 14,841 villages as of March 2024, and is implemented through a participatory framework involving the state government, NCDS (policy and research), WASSAN (Programme Secretariat and field coordination), Mission Shakti, FPOs, WSHGs, and CBOs. Core programme pillars include the Millets Procurement Automation System (M-PAS) for farmer registration and 72-hour DBT payment processing, decentralized processing and farm infrastructure (321 Custom Hiring Centres, 262 Community-Managed Seed Centres, 1,704 pulverizers, 953 threshers), and Millet Shakti consumer enterprises (15 Cafes, 8 Outlets, 403 Tiffin Centres, 6 Millet on Wheels, 4,057 WSHG enterprises).
The programme operates a tech-enabled stack including M-PAS for procurement automation, System of Millet Intensification (SMI) agronomic packages, participatory varietal trials for landrace conservation, and Odisha's first-of-its-kind standard specifications for minor millet processing machinery. Procurement is routed through TDCCOL at minimum support price, while distribution flows through PDS, ICDS (including the first Ragi laddu inclusion via District Mineral Foundation), and MDM channels, with consumer-facing retail via the Millet Shakti network in towns such as Bhubaneswar, Cuttack, Sambalpur, and Rourkela.
The business model is a publicly funded state government programme with an approved budget of Rs 2,808.39 crore for FY2021-22 to FY2026-27, of which Rs 2,162.08 crore is allocated for ragi procurement through TDCCOL, Rs 204.76 crore for PDS distribution, Rs 130.41 crore for productivity improvement, and Rs 36.74 crore for processing enterprise support. There is no commercial pricing model; value transfer occurs through subsidies, DBT incentives to farmers, grant support to WSHG/FPO enterprises, and inclusion in government nutrition programs. The programme has been endorsed by UN-IFAD, UN-FAO, and Cambridge University, and the Government of India has asked all states to adopt the Shree Anna Abhiyan model.
Odisha Millets Mission firmographics
Firmographics- Name
- Odisha Millets Mission
- Legal name
- Shree Anna Abhiyan (Special Programme for Promotion of Millets in Tribal Areas of Odisha)
- Website
- https://milletsodisha.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shree Anna Abhiyan (Odisha Millets Mission) is a Government of Odisha flagship programme serving 243,256 tribal farmers across 30 districts with millet cultivation support, decentralized processing infrastructure, MSP-based procurement via TDCCOL, and the Millet Shakti WSHG-run consumer enterprise network.
- Ownership category
- akta.pro rank
Odisha Millets Mission industry classification
Industry- Product category
- Agricultural Development Programs
- NAICS
- Support Activities for Crop Production (11511)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Integrated Pest Management (IPM) Advisory (AFACABAE)
Keywords
Where Odisha Millets Mission is headquartered
LocationHeadquarters
- HQ city
- Bhubaneswar
- HQ country
- India
- HQ region
- Asia
Offices4 records
Markets served
Odisha Millets Mission business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Government Funding and Program Budget: The Odisha Millets Mission is a government-funded program with an approved budget of Rs 2808.39 crore (FY2021-22 to FY2026-27). Major budget allocations include procurement of ragi through TDCCOL (Rs 2162.08 crore), distribution under PDS (Rs 204.76 crore), improving productivity (Rs 130.41 crore), and support to enterprises on processing and value addition (Rs 36.74 crore). The program provides direct incentive to farmers through DBT.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
Odisha Millets Mission product offering
Product offeringCore offering
Odisha Millets Mission (Shree Anna Abhiyan) is a flagship Government of Odisha program that promotes millet cultivation, procurement, processing, and consumption across tribal districts. It builds an end-to-end millet value chain spanning farm-level production support, decentralized processing infrastructure, government nutrition schemes (PDS, ICDS, MDM), and branded consumer touchpoints such as Millet Shakti cafes, outlets and mobile units.
Product overview
Odisha Millets Mission (Shree Anna Abhiyan) is a flagship government program that operates as an integrated platform combining multiple products and services. The core program encompasses farmer support, procurement automation (M-PAS), and decentralized processing infrastructure. The Millet Shakti sub-brand extends the platform with WSHG-operated consumer-facing enterprises including 15 Millet Shakti Cafes, 8 Millet Shakti Outlets, 6 Millet Shakti on Wheels units, 403 Tiffin Centres, and 1 Millet Thela. Supporting infrastructure includes Processing Units, Custom Hiring Centres, Community-Managed Seed Centres, and THR Units for ICDS. The platform also offers recipe resources and millet-based food products. Together, these products create an end-to-end ecosystem from farm to consumer, with the M-PAS system handling procurement and the Millet Shakti network enabling market access and consumption promotion.
Differentiator
Problem solved
Functional benefit
Brands
- Millet Shakti: A collaborative initiative between Shree Anna Abhiyan and Mission Shakti, aimed at promoting millet entrepreneurship, awareness campaigns, and consumption of millets through women self-help groups (WSHGs) in Odisha.
Quantifiable outcome
- 243,256 farmers covered across 30 districts and 14,841 villages
- +5 more outcomes
Companies that use Odisha Millets Mission
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Odisha Millets Mission technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Odisha Millets Mission partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- WASSAN (Watershed Support Services and Activities Network)coreWASSAN serves as the Programme Secretariat for Shree Anna Abhiyan. It provides design support, bridges field-level gaps, and handles capacity building, support to departmental agencies, and coordination activities.
- NCDS (National Centre for Defence Studies)coreNCDS provides real-time policy recommendations and manages national/international partnerships including TIGR2ESS (RCUK), Pace (US), CFTRI, and IIMR. Also handles research documentation and policy development costs.
- Cambridge UniversityflagshipCambridge University partnered with Shree Anna Abhiyan to explore the possibility of designing OMM as an alternative to the Green Revolution framework.
- UN-FAOcoreUN-FAO has supported the framework of Shree Anna Abhiyan as suitable for taking up agro-ecological initiatives.
- UN-IFADcoreUN-IFAD has supported the framework of Shree Anna Abhiyan as suitable for taking up agro-ecological initiatives.
- Mission ShakticoreCollaboration with Mission Shakti (women's empowerment initiative) for Millet Shakti program. Women SHGs run enterprises including cafes, outlets, tiffin centres, and processing units.
- TDCCOL (Tribal Development Co-operative Corporation of Odisha Ltd.)coreTDCCOL handles procurement of ragi at minimum support price. Budget of Rs 2162.08 crore allocated for procurement operations.
- Hotel & Restaurant Association of OdishaminorCollaboration for regional millet recipe training and inclusion of millets in hotel/restaurant menus. Chefs trained on millet-based recipes.
- Department of Tourism, OdishaminorCollaboration for setting up Millet Shakti stalls at tourism events and promoting millets in eco-retreats and tourist destinations.
- FPOs (Farmer Producer Organizations)coreFPOs organized one per block for long-term sustainability and delivery of services. Support budget of Rs 39.81 crore for promotion and strengthening of FPOs.
Scale indicators14 records
Recent moves8 records
Expansion highlights6 records
Odisha Millets Mission competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Odisha Millets Mission social profiles
Digital presenceOdisha Millets Mission financial estimates
Financial estimateRevenue estimate
Valuation estimate
Odisha Millets Mission leadership team
Management profileNumber of profiles
Profiles4 records
Odisha Millets Mission funding detail
Funding detailFunding overview
Funding rounds
Investors
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Odisha Millets Mission M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Odisha Millets Mission
What does Odisha Millets Mission do?
Odisha Millets Mission (Shree Anna Abhiyan) is a flagship Government of Odisha program that promotes millet cultivation, procurement, processing, and consumption across tribal districts. It builds an end-to-end millet value chain spanning farm-level production support, decentralized processing infrastructure, government nutrition schemes (PDS, ICDS, MDM), and branded consumer touchpoints such as Millet Shakti cafes, outlets and mobile units.
Is Odisha Millets Mission a public or private company?
Odisha Millets Mission is a private company. It is classified as state government owned and is currently operating.
When was Odisha Millets Mission founded?
Odisha Millets Mission was founded in 2017. It employs 11 to 50 people.
Where is Odisha Millets Mission based?
Odisha Millets Mission is headquartered in Bhubaneswar, India, in the Asia region.
How does Odisha Millets Mission make money?
One revenue line is on record: government Funding and Program Budget.
Does Odisha Millets Mission have an API?
No public API is recorded for Odisha Millets Mission.
What industry is Odisha Millets Mission in?
Odisha Millets Mission's product category is Agricultural Development Programs. Its primary akta.pro industry code is AFACABAE, Integrated Pest Management (IPM) Advisory. Its NAICS code is 11511 and its SIC code is 700.