During the Corona crisis, the Government of India is promoting direct marketing among farmers. Under this, the government is striving for farmers’ convenience and better returns. Along with this, states have also been requested by the Central Government to facilitate ‘Direct Marketing’ to farmers/farmer groups / FPOs / cooperatives to facilitate them to sell their produce to bulk buyers / big retailers/processors, etc. give rise to.

However, many states have also promoted ‘direct marketing’. These states include states like Karnataka, Tamil Nadu, Uttar Pradesh, Rajasthan, Madhya Pradesh, Himachal Pradesh, Uttarakhand, and Gujarat.

During the lockdown, many states have seen good effects of ‘direct marketing’. During the lockdown in Rajasthan, more than 1,100 direct marketing licenses were granted, which made it easier for farmers to sell their produce.

In Tamil Nadu, market fees were waived under this, due to which traders bought produce from farmers from their fields. At the same time, FPO along with farmers and traders in Uttar Pradesh are supplying the products to the consumers of the cities. This is providing savings and direct benefits in wastage of farmers.

Source: Krishak Jagat

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