On the one hand, where farmers are considered one of the most significant contributors to the successful evolution of human society, on the other, it is also believed that they are one of the most ignored sections. Farmers grow and consumers buy. But conventionally, both these parties are connected by middlemen, who work as brokers or agents.
Over the years, the role of middlemen has been questioned by many, who emphasize the fact that farmers must get the right value of their produce and consumers should get to buy products at an affordable price.
Of course, uprooting something, which is so well-entrenched into the ecosystem is a challenge. It can take years to transform the objective into reality. Nevertheless, some people have already begun taking steps towards connecting farmers directly with consumers. Kashmir-based Efruitmandi is one such initiative. Let’s take a look at it.
What is Efruitmandi, and What is its Objective?
According to its website, Efruitmandi is the first of its kind seed-to-sale marketplace in Kashmir. The organization leverages technology and sustainable practices to help small and marginal growers connect to the market. The objective of Efruitmandi is to help farmers find a better demand for their farm produce. However, buyers also can access verified products, which in turn, proves to be a win-win situation for both parties.
The company interacts with experts for advice on quality production and marketing. In other words, Efruitmandi sources farm produce from farmers and delivers them to buyers directly.
Who is the Owner of Efruitmandi?
The owner of Efruitmandi is Ubair Shah. Ubair has held positions such as policy researcher with Jammu and Kashmir and director at a private agriculture product company. He has been appreciated for his work through awards such as Entrepreneurship World Cup 2019 India, wherein he participated in the Srinagar Regional Finals of Entrepreneurship World Cup India. Furthermore, he has also been honored with Startup India Jammu and Kashmir Yatra 2018 (Jammu and Kashmir Entrepreneurship Development Institute).
Recognitions of Efruitmandi
Efruitmandi has been applauded and awarded by many, ever since its inception. Some of them include:
- Recognized Startup by DPIIT
- Recognized by J&K Startup Policy
- Finalists in Entrepreneurship World Cup India 2019
- Incubated at Centre for Innovation, Incubation and Business Modelling (CIIBM). Supported by Alsisar Impact, Mumbai
Conclusion
Agriculture and allied occupations form a prominent part of the income of the residents of Jammu and Kashmir. However, despite the enormous size of the sector, farmers, which are at the nucleus of agriculture, are believed to be struggling with profits and their due share.
Amidst a situation like this, companies like Efruitmandi are trying to make a difference. They are trying to connect farmers and consumers directly through technology as a means.
Of course, a lot is yet to be achieved and done. But consistent efforts and persistence amidst challenges can have a positive impact in the near future, giving farmers the right share and consumers a reasonable price.
Sources –
https://in.linkedin.com/in/ubair-shah-15031824 https://efruitmandi.com/
