The National Bank for Agriculture and Rural Development (NABARD) has rolled out a mobile ‘Rural Mart’ in Vriddhachalam, Cuddalore, aiming to give small and marginal farmers direct market access and higher earnings. The service merges farm‑gate procurement, value‑added product sales and agri‑input distribution into a single mobile unit.

मुख्य बिंदु (Key Takeaways)

  • Mobile Rural Mart connects farmers directly with consumers.
  • Combines farm‑gate procurement, value‑added sales, and input distribution.
  • Projected first‑year sales of ₹1.97 crore with net earnings of ₹12.6 lakh.

NABARD has officially inaugurated a mobile ‘Rural Mart’ in the town of Vriddhachalam, Cuddalore district, to improve market access and income for small and marginal farmers attached to a Farmer Producer Organisation (FPO). The van‑based model integrates farm‑gate procurement, on‑wheel retail of value‑added goods, and logistics support for processing units, creating a one‑stop solution for the rural supply chain.

Background and Objectives

Smallholders in India often receive a reduced share of the consumer price due to multiple intermediaries. NABARD’s initiative seeks to eliminate these middlemen by selling FPO‑produced items—such as cashews, pulses, millets and processed foods—directly at weekly haats, fairs, and village markets. This direct‑to‑consumer approach is expected to enhance price realization for farmers.

Operational Mechanics

The mobile mart will purchase produce at the farm gate, transport raw materials to cleaning, grading and processing units, and then move finished products to storage hubs and sales points. In addition, the van will distribute seeds, fertilizers, pesticides and farm tools on demand, cutting logistics delays and costs for FPO members.

Economic Impact

According to a senior official of the Department of Agriculture, the project is projected to generate annual sales of approximately ₹1.97 crore, with net earnings of about ₹12.6 lakh. By shortening supply chains, the mart is set to improve farmers’ margins and increase visibility for regionally produced commodities like cashews.

Governance and Monitoring

Ownership, operations and performance monitoring will remain with the FPO. Internal committees will oversee daily management, scheduling, procurement pricing and record‑keeping, ensuring transparency and accountability throughout the network.