SFAC Launches Millets Giveaway, a Special Marketing Campaign to Promote Direct Purchase from FPOs

In celebration of the International Year of Millets 2023, India is heavily promoting millet production and consumption through a variety of means. This helps to support the country's small and marginal farmers.

According to Dr Maninder Kaur Dwivedi, Managing Director, Small Farmers’ Agri-Business Consortium, Union Ministry of Agriculture and Farmers Welfare, encouraged citizens to purchase directly from FPOs selling millets through ONDC's My Store, the Connected marketplace built in India for Indian sellers. The Giveaway campaign primarily benefits three areas:

• Inspires the general public to purchase directly from FPO farmers. Buyers receive pure and authentic produce, and their purchases help to support the livelihoods of small and marginal farmers.

• Buyers can see how simple it is to use the ONDC's My Store platform.

• With the International Year of Millets 2023 focusing on millets, the campaign encourages more people to consume millets.

Speaking about Hulsoor Mahila Kisan Millets Producer Company Limited, founded on March 2, 2021, Dr Kaur said, "it is involved in crop cultivation, horticulture, and providing support and services to farmers."

The FPO has proven to be advantageous to farmers. It has resulted in a long-term change in the lifestyle of Karnataka's Hulsoor block farmers.

Farmers used to cultivate traditional varieties of various crops using conventional farming methods prior to joining the FPO. It added millet as a new crop to these farmers' crop portfolios. FPO recently opened its own input shop, where members can save money on high-quality seeds, fertilizer, and other inputs.

Farmers can also rent farm machinery from the FPO's custom hiring centre. Average crop productivity has increased by 30-50% as a result of demonstrated crop cultivation techniques and good agricultural practises to FPO farmers.