Direct marketing to de-congest farm produce from mandis during lockdown

NEW DELHI, 26 April 2020: With a view to decongest farm produce from mandis across the country, Indian agriculture & farmers welfare minister, Narendra Singh Tomar has asked the state governments to allow direct marketing of farm produce to bulk buyers/big retailers/processors etc.

This step was taken to help facilitate farmers/group of farmers/Cooperatives/ Farmer Producer Organisations (FPOs), etc to sell the produce without insisting for licensing procedures and facilitate the farmers in timely marketing of farm produce.

The agriculture ministry in an advisory to the States said, “To promote direct marketing without insisting for licensing procedures and facilitate the farmers in timely marketing of farm produce.”

The ministry also introduced two modules under National Agriculture Market (e-NAM) to decongest wholesale markets & to boost the supply chain.

FPO module

FPOs can directly trade with e-NAM portal. They can upload produce details from collection centers with picture/quality parameter and avail the bidding facility without physically reaching to the mandis.

Warehouse based trading module

Farmers can sell their produce from Warehousing Development and Regulatory Authority (WDRA) registered warehouses notified as deemed market, and do not physically bring the produce to the nearest mandis.

Impact of direct marketing 

Rajasthan has issued more than 1,100 direct marketing licences to processors during lockdown period wherein farmers have already started selling directly to the processors.  Out of more than 550 PACS declared as market-yards in rural areas, 150 PACS have become functional for direct marketing and village traders are performing trade transactions successfully. 

Due to market fee waiver in Tamil Nadu, it was observed that traders have preferred to buy the produce from farmers from their farm gate/ villages.

In Uttar Pradesh direct linkages have been established by FPOs with farmers and traders thereby supplying their produce to consumers in cities which saved wastages and directly benefitted the farmers. Further, the State has facilitated in establishing linkages with FPOs and Zomato Food Delivery App thereby ensuring smooth distribution of veggies to consumers.

As per the report received from the States, the Direct Marketing has facilitated the famers groups, FPOs, Cooperatives and all the stakeholders in effective and timely marketing of farm produce.

Adoption of direct marketing by various states

• Karnataka exempted Cooperative Institutions and FPOs in the State for engaging in wholesale trade of agricultural produce outside the market yards;
• Tamil Nadu exempted market fee on all notified agricultural produce;
• Uttar Pradesh allowed trading in e-NAM platform from  farm  gate  and promoted  issuance of unified licence to processors  for direct purchase from farmers and  also allowed FPOs to undertake procurement operations of wheat;
• Rajasthan allowed direct marketing by traders, processors  and  FPOs. In addition to that, Primary Agriculture Credit Societies (PACS)/ Large Area Multi-purpose Cooperative Societies (LAMPS) in Rajasthan have been declared as deemed markets.
• Apart from Individuals, firms, and processing units, Madhya Pradesh  has allowed to set up private purchase centres outside the market–yard to purchase directly from farmers with an application fee of Rs. 500/- only.
• Himachal Pradesh, Uttarakhand and Gujarat have also allowed direct marketing without requirement of any licence.
• Uttarakhand has declared Warehouse/Cold storage and Processing plants as sub-mandis.
• Uttar Pradesh Government has recently relaxed the rules and norms for declaring warehouses/ cold storages as Market-yards.  

Image credit: so.city