The Flipkart Foundation, part of Flipkart Group, has partnered with TechnoServe, a non-profit, to launch a program aiming to empower Farmer Producer Organizations (FPOs) and create sustainable opportunities for agricultural communities. This initiative will enhance FPOs' business outcomes through improved marketing, branding, and packaging. The project will last 12 months, covering Maharashtra and Andhra Pradesh, and training eight FPOs in Maharashtra and four in Andhra Pradesh. The program targets over 7,000 people, half of them women from farming households, with the goal of positively transforming the lives of farmers in these states.
The project involves tailored training workshops for key FPO members to develop branding skills, effective marketing strategies, and improved visibility. Workshops will also cover packaging design, shelf-life extension, food safety, business growth, and environmental impact reduction. Ongoing support from marketing experts, including sessions with FPO Boards of Directors and leading farmers, will provide strategic guidance and problem-solving. Rajneesh Kumar, Chief Corporate Affairs Officer of Flipkart Group, emphasized that the collaboration with TechnoServe reflects Flipkart Foundation's commitment to empowering farmer communities for positive social change. The partnership aims to equip Maharashtra and Andhra Pradesh farmers with knowledge and tools, promoting agricultural growth, sustainable practices, and improved livelihoods.
Krishnan Hariharan, Senior Practice Lead at TechnoServe India, highlighted that farmers face challenges due to a lack of information and marketing skills, leading to lower profits. Farmer Producer Organizations (FPOs) help farmers collaborate, but their business models often need improvement. Helping FPOs develop marketing, branding, and packaging strategies can enhance sales, reduce losses, and support sustainability.
Flipkart, an Indian e-commerce company, recognizes the value of educating farmers. Through the Flipkart Foundation, they aim to strengthen FPOs by providing marketing and branding guidance. This project intends to increase farmers' income and empower women in agriculture. By enhancing FPOs, the initiative aims to uplift smallholder farmers and bring prosperity to rural communities.
In the last year, the Flipkart Foundation partnered with marginalized communities in multiple Indian states, including Andhra Pradesh, Assam, Haryana, Maharashtra, Karnataka, Telangana, Uttarakhand, Uttar Pradesh, and West Bengal. Their focus has been on assisting unskilled and underprivileged groups across different sectors, aiming for broad outreach and lasting positive impact.
About the Flipkart Group:
The Flipkart Group is a major player in India's digital commerce scene, comprising Flipkart, Myntra, Flipkart Wholesale, Flipkart Health+, and Cleartrip. Founded in 2007, Flipkart has been instrumental in involving numerous sellers and small businesses in India's digital commerce revolution. With over 450 million registered customers, their online marketplace offers over 150 million products across 80+ categories. The platform hosts 1.1 million sellers, including those on Shopsy. Flipkart's focus on technological innovation aims to empower Indians, create jobs, and support entrepreneurs and MSMEs. It's known for customer-centric features like Cash on Delivery, No Cost EMI, and easy returns, making online shopping more accessible and affordable for many.
About the Partner Organization – TechnoServe:
TechnoServe in India has a 12-year history of working with Smallholder Farmers (SHFs) in different types of value chains. They are currently partnering with over 60,000 smallholders across more than 15 value chains in various Indian states. Their efforts have successfully turned Farmer Producer Organizations (FPOs) into viable businesses, leading to long-term economic gains for farmers. They completed a four-year project supported by Walmart, collaborating with 30,000 Small Holder Farmers in Uttar Pradesh and Andhra Pradesh.
