Andhra Pradesh launches ‘Digi Rythu Bazaar’ project in Visakhapatnam for farm-to-fork delivery of fresh vegetables & fruits

Andhra Pradesh government launched a pilot initiative titled ‘Digi Rythu Bazaar’ at the MVP Rythu Bazaar in Visakhapatnam, for the first time introducing a government-backed digital platform for (farm-to-fork) doorstep delivery of fresh vegetables and fruits sourced directly from farmers.

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Details of the project

The state's Marketing Department has launched a pilot project, which is now operational within a five-kilometre radius of the MVP Rythu Bazaar. Offering home delivery services like private grocery platforms, prices are kept fixed at Rythu Bazaar rates.

How it work? 

Orders can be placed through the website, digirythubazaarap.com, which lists a variety of vegetables and fruits brought every day by farmers to the Rythu Bazaar. 

• After an order is placed, 

• The produce is sent directly to the customer's residence. 

• Presently, the service provides free home delivery, with Cash on Delivery as the payment option available.

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Leadership behind the project

As Ramchand Nallanthighal, Vice President, Human Resources at Machint Solutions Ltd., associated with the execution of the project, told The New Indian Express, "The initiative is aimed at consumers getting farm-fresh produce at their doorstep without necessarily having to visit a physical market." 

He said all categories of fruits and vegetables available at the Rythu Bazaar have platforms for selling on it.

Ramchand explained that the pilot of Digi Rythu Bazaar has been taken up under the leadership of Chief Minister Nara Chandrababu Naidu in an effort to link access of farmers to more favorable markets, thereby bringing in ease and convenience to urban consumers. 

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Aim of this pilot project

The move aims at establishing a direct linkage between farmers and the end consumers through digital infrastructure.

Future plans

While the model has been implemented, the state government is set to expand it further over the next few months in Visakhapatnam city and then rollout throughout other districts in a phased manner. A dedicated mobile application and digital payment gateway are also in the pipeline for launch very soon.

According to the officials, the initiative aims at integrating technology into conventional agriculture markets, cementing farmer participation, and offering consumers easier access to fresh produce on a regulated government platform.

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