Agriculture World

Mango Farmers Go Online to Reach Consumers

Kunal Mazumdar
Kunal Mazumdar

Mango season has begun and farmers have been facing problems in marketing their produce. There is of course some relaxation in the lockdown but extension of lockdown in the country is forcing farmers to find alternate ways for selling.

Online Sales through State Marketing Board Platforms

State governments have come to rescue the farmers by providing online platforms for direct selling of mangoes. Karnataka State Mango Development and Marketing Corporation Limited (KSMDMCL) have started a portal (https://karsirimangoes.karnataka.gov.in/) for helping farmers to sell mangoes. The state agency has roped in India Post to deliver mangoes to customer’s doorstep.

Department of Horticulture, Government of Telangana in collaboration with Telangana State Horticulture Development Corporation Limited have started a web portal named T-Fresh (https://tfresh.org/) to supply fresh fruits and vegetables to the consumers of twin cities of Hyderabad at their doorstep.

Maharashtra State Agriculture Marketing Board (MSAMB) has also come up with an online platform to connect farmers and end-users for direct delivery. Kokan Bhumi Pratisthan along with Government of Maharashtra, Maharashtra State Agricultural Marketing Board and Agriculture Department are also taking efforts to bring alphonso mango from farm to consumer’s doorstep. Kokan Bhumi Pratisthan has started transporting the alphonso mangoes from Konkan to certain parts of cities like Mumbai, Thane, Vasai, Pune and Pimpri.

Using Whatsapp for Direct Selling

Some farmers are using Whatsapp to sell mangoes directly to customers. Farmers are getting better remuneration due to the elimination of middle men and customers are also getting mangoes at a cheaper price. According to one of the Konkani farmer who is directly selling mangoes to high end societies in Mumbai, he has sold one box having four dozen mangoes at Rs. 1500. Last year he sold the same boxes for Rs 700 to wholesaler traders at the agriculture produce market (APMC) in Vashi and they were again sold at Rs 2000 to Rs 2500 to consumers. Thus directly selling to consumers is a win-win situation for both the farmer and the consumer.

Online Food Delivery Apps 

Many progressive farmers and wholesalers are also partnering with food delivery apps for direct selling of mangoes. Due to lockdown demand has declined and farmers are looking out for alternate marketing channels.

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