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Module 8: Collective Marketing & Supply Chain – Systems-Level Improvement in Village Economies

Earlier, farmers sold their produce individually, often at mandis, where middlemen dictated prices. This weakened bargaining power and raised costs.

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Through Krishi Mitra, we

  • Formed groups of 7–12 farmers to pool harvests.
     

  • Linked them directly with wholesalers and local retailers.
     

  • Used Agmarknet + WhatsApp groups to track daily rates before selling.
     

  • Reduced transport costs through shared logistics.

Numerical Impact (examples)

  • Castor: Price improved from ₹48/kg → ₹55/kg (~15% more).
     

  • Cumin: Transport cost reduced ₹3/kg → ₹1.2/kg.
     

  • Onion & Okra: Faster bulk sales opened new retail markets.

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Village
Farmers in Groups
Crops Sold (with Intercrops/Rotations)
Extra Income from Better Prices
Savings from Reduced Transport
Palasar
265
Pearl Millet + Pigeonpea + Cotton
₹4.4 lakhs
₹1.1 lakhs
Dhinoj
415
Cumin + Cotton + Chickpea + Vegetables
₹5.5 lakhs
₹1.4 lakhs
Lanva
280
Castor + Udad + Cotton + Vegetables
₹5.5 lakhs
₹1.4 lakhs
Chanasma
590
Millets + Moong + Vegetables + Pulses
₹7.5 lakhs
₹1.9 lakhs
Deloli
340
Castor + Cotton + Moong + Vegetables
₹4.9 lakhs
₹1.2 lakhs

Total Collective Gain (5 villages, 2024–25): ~₹34.8 lakhs​

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Per-Farmer Benefit

  • Total Farmers in Groups: ~1,890
     

  • Average Gain per Farmer (2024–25): ~₹11,500–14,000 per season

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Farmer's Voice

“Earlier, I had to take my onions to the mandi, wait the whole day, and still get whatever price the middleman gave. Now, through our Krishi Mitra group, we sell directly in bulk. I earned almost ₹15,000 more this season, and trucks come straight to our village. For the first time, I feel we are selling on our terms.”
— Rameshbhai Patel, Farmer from Dhinoj

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