COVID19 Lockdown: Farmers’ Groups in Akola Earned Rs8.5 crore by Directly Selling Produce to Customers

Moneylife Digital Team 29 April 2020

Economy & Nation

During the lockdown caused by the corona virus (COVID19) pandemic, except essential service providers, everyone is staying at home. Seeing an opportunity in this, farmers in Akola district in Maharashtra used direct marketing to sell their produce to customers and earned almost Rs8.5 crore.

The farmers from Akola have worked out an inspiring model of direct marketing in which 69 farmer groups joined hands and sold crops worth Rs8.5 crore rupees directly to customers during the lockdown period, says a release from the Press Information Bureau (PIB).

One of the farmers from the Akola group says, “We have already sold 850 metric tonnes of crops including fruits and vegetables so far. In order to save time and effort, our groups also use methods like online payments and order-on-phone service”.

Under the guidance of the district agriculture department, the farmers have been selling fresh vegetables and fruits directly to the customers at reasonable prices through 93 direct selling outlets. These outlets are located in urban areas of Akola as well as, in nearby districts. Apart from these organised selling outlets, the farmers have put up small stalls at important spots in the area and are also providing door to door delivery.

Since the beginning of the lockdown period due to the outbreak of COVID-19, the department of agriculture, cooperation and farmers’ welfare in the central government has been taking several measures to facilitate farmers and farming activities at field level.

The lockdown coincides with the harvest season of the Rabi crops. The department has been making concerted efforts so that farmers do not face any difficulties in selling their produce. To assure better returns especially for perishable crops like fruits and vegetables, the department encourages farmers to engage in ‘direct marketing’. To promote the concept of direct marketing among farmers, the department assists farmers, group of farmers, farmer producer organisations and cooperatives in selling their produce to bulk buyers, big retailers and processors.

Mohan Wagh, project officer, agricultural technology management agency (ATMA) at Akola says “With the implementation of the model, we have ensured that the farmers do not suffer due to the lockdown and are able to sell their produce at a decent price. Our department issues identity cards and passes for the farmers and vehicles for the smooth management of the system.”

Mohan Wagh, Project Officer, ATMA Akola says, With the implementation of the model, we have ensured that farmers do not suffer due to #lockdown and are able to sell their produce at a decent price#IndiaFightsCorona @InfoAkola @AgriGoI

Details:https://t.co/W0TnGawVou pic.twitter.com/IVxsduslPh
— PIB in Maharashtra Ÿ‡Ÿ‡ #MaskYourself Ÿ˜ (@PIBMumbai) April 29, 2020

To prevent the spread of the COVID-19, the district agriculture department has advised farmers to use masks, sanitizers and practice social distancing on the farms and in the mandis.

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