SMS the farmer with your order

With vegetable prices going up the roof, the only solution is to directly source from the root aka the farmers. Direct marketing of vegetables is becoming a popular option as it ensures best prices to the farmers as well as consumers.

Over 300 farmers from the Mulashi region near Pune fall under the ‘Abhinav Farmer’s Club.’ As a part of the club, these farmers take orders for fresh vegetables, fruits and grains which can be booked via email, SMS and phone in Mumbai and Pune. The young and enterprising farmers hire women for around Rs.150 a day, organize them into groups for attractive packaging of organic vegetables. These vegetables are then sent to markets such as Metro Cash and Carry, Reliance Fresh and D-Mart. These organized retailers are directly sourcing fresh vegetables from farmers as per the state government’s cap on the selling price. There are also farmer vehicles that distribute the produce to pre-booked consumers.

Now, hopefully, with the state government planning to link the farmer to consumer direct marketing centres in all urban cities; the price we pay for everyday necessities will hopefully reduce and more importantly, the farmer gets a higher price.