Indian growers establish direct links with consumers

With the country under lockdown, farmers have struggled to market their produce, and many have even had to destroy their crops. In this bleak scenario, some fruit growers in and around Bengaluru are trying to make the best of the situation. So, thwarted by the lockdown but aided by modern technology, fruit growers in Bengaluru reach out to city residents in apartment complexes and gated societies to sell their produce

Summer is when Indians relish fruits — musk melon, pineapple, watermelon, grape, and, of course, mango. But with traditional fruit markets closed because of restrictions imposed following the spread of the novel coronavirus, farmers are thinking up innovative ways to get their produce to the customers. And they are relying on technology — social media and e-commerce systems — to directly reach customers in apartment complexes and residential colonies, especially in Bengaluru.

WhatsApp and other social messaging platforms are a godsend. Mango-loving Bengalureans spread the word to their contacts and friends about the availability of the fruit. Facebook is another key asset — the residents are using the site to share the contact details of farmers desperately trying to sell their crop. There are localised WhatsApp and FB groups for ‘farmers’ markets’ in the city.


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