ORMAS (Odisha Rural Development and Marketing Society), part of the Panchayati Raj and Drinking Water Department, has initiated a collaboration with Bharat Masala aimed at creating direct market access for farmers and ensuring they receive fair prices for their produce.
The program is focused on tomato procurement through Self-Help Groups (SHGs) and Farmer Producer Organizations (FPOs) across five districts: Ganjam, Cuttack, Angul, Jharsuguda, and Jagatsinghpur. By March 24, 2026, the initiative had successfully collected 128.30 metric tons of tomatoes. The contributions included 53 metric tons from Cuttack, 33.80 metric tons from Ganjam, 20 metric tons from Angul, 18 metric tons from Jharsuguda, and 3.50 metric tons from Jagatsinghpur. Bharat Masala purchased the entire stock directly from the farmers.
Officials noted that this effort bolsters rural economies by providing reliable marketing opportunities and diminishing reliance on middlemen. Farmers benefit from transparent pricing and timely payments, while Bharat Masala secures access to fresh, locally sourced produce.
ORMAS highlighted that this partnership illustrates how institutional support can empower farmers and enhance their livelihoods. The initiative is anticipated to expand, reaching more districts and crops in the upcoming months.
