 But it's still hard to make people change. In the 80s, a campaign to encourage people to eat eggs for protein helped do that, says Mridula Ramesh. It has to start demand first, right? So that's why the whole egg campaign in the 80s. Some states in India have launched millet missions to create that demand. Orissa, Karnataka, all of them starting with their millet missions. Again, driving demand first and then getting farmers to change.