Millet marketing and value chain revolution is required for the revival of millets in India, as these chain inefficiencies are hampering large-scale consumption of millets as well as other components of the value chain, viz., primary processing, storage, and transportation. Given the increasing prevalence of lifestyle diseases, health problems, and increased awareness of fitness and health, urban consumers are turning to millets and millet-based products. Therefore, it is imperative to comprehend consumer perceptions and motivations regarding millet consumption. Influencers that matter include their social network and the next generation of social media. Individuals can access a greater amount of information with only a single button click nowadays. This paper aims to reveal unique preferences, taste, convenience, or price points compared to the national trends, limitations of millet-based products, bottlenecks, strengths, inefficiencies, opportunities for optimization, and unique distribution channels specific to the Delhi market. The paper focuses on filling this gap in knowledge by analysing the various parameters in consumer and retail segments. Overall, it will contribute to a deeper understanding and shed new light on the intricacies of the city’s millet-based product market. It will show how products, consumer behaviour, and market linkages all interact within the Delhi context. This information is valuable for producers, retailers, and anyone with a stake in growing the market for millet products in Delhi. Appropriate market tactics are required to create demand for value addition at the farm gate and for more startups operating in the same industry. Therefore, a practical and long-lasting value chain model is required to increase production and consumption. Components of a value chain include farmers, community and self-help groups, food processors, R&D institutions, nutritional evaluation and quality check, and consumers, which need to be organized and monitored at each level and at various scales.