Rural households’ preferences for nutri-cereals supplied through public distribution system: a discrete choice experiment

The Public Distribution System (PDS) is one of the largest safety net programmes in India, set up to provide subsidised grains to the poor population. This paper examines the rural households’ preferences of specific attributes of millets supplied through the PDS. To assess their stated preferences, a Discrete Choice Experiment was conducted in the Sonipat district of Haryana and Baghpat district of Uttar Pradesh in 2018. The sample included 100 respondents who hold BPL (below poverty line) ration card. In all, six attributes of millets, that is product type, form, price, quantity, frequency of supply, and substitution with existing products were identified and a D-efficient fractional factorial design was used to construct pairs of preferences over the existing foodgrains supply through PDS. Respondents’ preference for nutri-millets’ attributes was analysed using a mixed logit model. The results reveal sorghum as the most preferred choice, followed by pearl millet. The respondents expressed their strong preference for supply of nutri-millet flour at least once a month in addition to the existing provision of rice or wheat. Respondents are willing to pay Rs 6.57 more for sorghum and Rs 10.77 more for pearl- millet compared to other minor millets. The acceptance is higher if it is supplied as flour and the willingness to pay was Rs 5.83 more over the grain.