Millets have gained a lot of attention due to their nutritional, health, and environmental benefits; despite this, consumer adoption of millet-based convenience foods remains relatively low. Understanding the factors influencing consumers’ food choices is essential for promoting the consumption of millets. In this study, we studied the role of consumer values and consumer attitude in millet food choice behavior towards instant millet products. The study also explores the mediating role of consumer attitude and the relationship between consumption value and millet food choice. Data were collected from 349 consumers in Bangalore, India, using a structured questionnaire through a convenience sampling technique, with KMO sampling adequacy (0.944) and Bartlett’s sphericity test (p = 0.000). Data analysis was done using SPSS and AMOS, exploratory factor analysis, confirmatory factor analysis, structural equation modelling, and mediation analysis. The results show that consumer values significantly influence millet instant food choice and consumer attitude. Consumer attitude also has a significant influence on millet instant food choice. Further, mediation analysis shows that consumer attitude partially mediates the relationship between consumer values and millet instant food choice. The results suggest that consumers’ values helps to develop a positive attitude towards millet instant food products. The study provides useful implications for marketers and millet food producers in promoting nutritious and convenient millet-based food products