Who actually buys chia seed and how do I find a buyer before sowing?

Chia buyers are mostly health food brands, nutraceutical and supplement companies, exporters, and some packaged food makers. This is a contract driven market, not an open mandi market, so there is no daily price board for chia at your local mandi. The right approach is to find the buyer before you sow. Talk to processors and exporters dealing in superfoods, work through an FPO that already supplies them, and get a written purchase agreement on quantity, quality and price. Without that linkage you are exposed, because the buyers are few and they set the terms. Many farmers were burned by sowing first on a verbal promise from a seed seller. Buyer first, seed second.