 In the last few decades, per capita consumption of millets in India dropped by 83% in rural and 77% in urban areas. There's a big need to make millets cool again. If you look at the Indian government's website, you can see them trying to do just that, inviting millet submissions like a proposal for a millet startup, asking people to share their millet's magic recipe, a millet's comic, or compose catchy songs on millets.