Adani Agri-Fresh Revolutionizes Apple Trading with India's First Digital Mandi

In a groundbreaking move for the horticulture sector, Adani Agri-Fresh has unveiled India's inaugural digital apple marketplace in Bithal, near Rampur, about 120 km from Shimla. The initiative is designed to directly benefit apple growers in Himachal Pradesh, currently in its pilot phase.

Farmers, like Mahinder Pal, who has been affiliated with Adani Agri since 2006, expressed enthusiasm for the platform, citing transparency and direct sales as substantial benefits. "This digital market aids small farmers by eliminating grading rejections and enabling direct online payment," Pal mentioned.

The platform allows farmers to partake in transparent auctions, sidestep middlemen, and secure assured payments. Apples are graded, packed, and marketed under Adani's brand, ensuring consistent quality and enhanced bargaining power for growers.

Vocal support was also provided by Harichand Roch, an elderly progressive farmer, who highlighted that the initiative provides necessary bargaining power. Farmers now have the discretion to sell or store their produce, bolstering their empowerment.

Roch additionally advocated for the establishment of tissue culture labs to foster premium planting materials. He emphasized that adopting tissue culture can elevate local apple cultivation to international standards and open access to global markets, much like Reliance's approach with mangoes in Jamnagar.

Gopal Singh Thakur, another local farmer, recounted that the digital marketplace idea originated during discussions with Adani officials. The new platform promises to keep farmers informed about market prices and assure quality using Adani's systems, with payment assurance within a short timeframe.

This pioneering model is also forecasted to enhance business for traders. Private trader Girish Anand expressed optimism, noting the flexibility of bidding from any location and the model's potential for broader application.

Manish Agarwal, Business Head at Adani Agri Fresh Ltd., emphasized transparency as the driving motivation. He highlighted that traditional mandis lacked transparency, whereas this digital system enhances operations from grading to auction, reducing manual processes.

The initiative includes a mobile application through which buyers can digitally view their purchases, with comprehensive features such as pressure-tested and color-graded apples, eliminating hidden costs.

Himachal Pradesh is home to significant apple cultivation, with the state producing nearly 5.5 lakh metric tons of apples annually. With the digital mandi's pilot success in Bithal, Adani Agri-Fresh aims to expand this model across apple-producing areas within Himachal.

(With inputs from agencies.)