For the last three years, Rohan Ursal, a commission agent operating at Gultekdi wholesale market, has been exploring e-commerce platforms to reach his customers directly. Ursal, who is one of the largest wholesalers of Karnataka Hapus and other South Indian mangoes, said that during the season they sell around 15-20 dozen per day.
“We have repeat customers, and they fully appreciate this parallel system,” he said. Word of mouth, he said, was the only advertisement they rely on. Food delivery platforms like Swiggy, Zomato Dunzo or the ubiquitous auto-rickshaw, Ursal said, was their preferred mode of transport. Electric Motorcycle Adult
Other than the brick and mortar stalls and neighbourhood stalls, players like Ursal have been garnering customers via non-conventional methods. Food delivery platforms and auto rickshaws have become a boon for traders, some of whom have almost done away with the brick and mortar stall.
While traditional stalls and markets remain the main source of mangoes for consumers, these unconventional platforms have gained traction mostly post Covid. For consumers, it is the easiest way to order, and for the trader, it allows them to reach the consumer directly, jumping other players in the value chain. Ashish Velapure, director of Fresheez sells mangoes via online platforms and even on WhatsApp. Velapure said their company sources the fruit directly from Devgad taluka in Ratnagiri district and services orders they receive online. “Rates have come down this year and we are gaining traction,” he said. Unlike others, Velapure’s company has its own delivery set up. “For delivery within Pune, there is no charge, but if the order is from a far flung area we charge for delivery,” he said.
Given that the mango season is in full swing, the Maharashtra State Agricultural Marketing Board (MSAMB) also has plans to start their direct-to-consumer point of sale near the market yard. The board also has an online order facility from their website.
Tuk-Tuks Manufactures Thus, farmers are able to serve bulk consumers directly. Maharashtra FPC has also organised a mango festival wherein farmers can sell directly to consumers. On Sunday, the Karantaka Hapus had arrived at the Pune market retailing at Rs 400-500 per dozen. Ursal and other traders said the supply of mangoes is expected to increase in the days to come and prices, too, will drop.