Have you ever wondered why real organic products are hard to find in the market? Have you ever thought of the plight of farmers who work tirelessly to bring you the food you eat, but don’t get the money they deserve in doing so? Yes or no, to find answers to these questions, it’s important to have a few insights on the state of agri-marketing in India.
Agriculture contributes nearly 17-18% of India’s GDP and employs at least 50% of the Country’s total workforce. Yet, our farmers have been struggling over the years to get the best prices for their produce. While intermediaries make the most of this vast fortune, farmers have been struggling to market their products which results in them not reaching their customers directly and fetching the best rewards for their hard work.
Challenges are many, both for the farmers and the customers who struggle to find organic products at reasonable prices. Some of them include:
Overplus of intermediates
One of the main issues faced by the farmers and the consumers are the presence of too many intermediaries. Not only do they exploit the farmers by paying unfair prices to them, but they also charge the consumers higher prices and make the most out of someone else’s hard work. Commission agents, brokers – they come in different forms, all with the same intent.
The marketing sector for agricultural products lie largely unorganised. The lack of proper support like cooperative societies, government aid, direct physical markets etc. fences the farmers from finding the best customers. So they are left with no choice other than to sell to personally known intermediaries who do injustice to them by paying poor prices.
Poor transport facilities
Rural India is still deprived of basic transportation facilities that lets the farmers transport their products efficiently to customer centres. Poor roads and infrastructure facilities add to the misery, forcing the farmer to sell the products at cheap prices to people approaching them.
Lack of market awareness
The farmers of India are not well-versed with marketing. They have no idea as to how they can directly find their customers. Most of them are illiterate and fails to gather sufficient information from newspapers and thus they have no choice but to believe the information given by local intermediary businessmen and money lenders who take full advantage of their ignorance.
Deficiency of financial resources
Farmers not only have to deal with people trying to trick them, but also the poor financial conditions prevailing among the chunk of rural populace. Most farmers run on loans and the instalments come in as a harsh force for them to deal with. This forces them to sell their products as soon as possible, sometimes even before they ripen. This affects not just the farmer, but also the end consumer.
The good news now, is that things are changing. With technology foraying in to every sphere of social and economic activity, we now have the right channel for them to directly reach out to their customers. Online food marketplace is an innovative idea that makes this happen efficiently. FoodPulsar is a perfect example of this evolving trend. FoodPulsar is an online food selling app, concentrating on hyper-local marketing, that lets you find organic products without having to go around searching. All you need to do is install the app and you will start receiving notifications regarding locally grown organic produce in places close to you.
This online platform connects the farmers with the prospective consumer and helps them to sell their products to customers directly and earn the best prices possible for their yield. In turn, this also benefits the end customer because they have their favourite organic, locally produced products readily available on a daily basis, at prices much better than the market rates. A win-win situation for everyone, truly! So how about embracing an all-new organic revolution!