To provide relief to consumers amidst the sharp rise in tomato prices, the National Cooperative Consumers Federation of India Ltd (NCCF), the government's agricultural marketing company, has taken a proactive step by commencing the sale of tomatoes at a subsidized rate through the Open Network for Digital Commerce (ONDC).
As of Monday, consumers in the Delhi National Capital Region (NCR) can purchase tomatoes at the affordable price of Rs 70 per kilogram through the ONDC platform. This strategic partnership between NCCF and ONDC aims to revolutionize the current digital commerce model, allowing buyers and sellers to interact and transact across various platforms seamlessly.
Anice Joseph Chandra, the Managing Director of NCCF, mentioned that they had collaborated with ONDC for the sale of tomatoes in Delhi NCR. She emphasized that their main objective was to ensure that consumers had easy access to tomatoes at a reasonable price.
To place their orders, consumers can use the buyers' apps listed on ONDC, which include popular platforms such as Paytm, Magicpin, Mystore, and Pincode. The process is user-friendly, enabling customers to order tomatoes at the subsidized rate without any hassle. However, there is a limit of 2 kilograms per order to ensure fair distribution among consumers.
A notable advantage of this initiative is the doorstep delivery service provided at no additional cost to the consumers. This added convenience sets it apart from existing e-commerce companies that are currently charging around Rs 170-180 per kilogram for doorstep delivery of tomatoes.
The rise in tomato prices has been a concerning issue nationwide, affecting both urban and rural areas alike. In some key cities, tomato prices have surged as high as Rs 150-200 per kilogram. Acknowledging the severity of the situation, the central government directed its marketing agencies, NAFED and NCCF, to take action.
Last Wednesday, the government issued a directive to sell tomatoes at Rs 70 per kilogram instead of the earlier price of Rs 80 per kilogram. This decision was made in a bid to ease the financial burden on consumers and ensure a steady supply of tomatoes.
Notably, the tomatoes procured by NCCF and the National Agricultural Cooperative Marketing Federation of India (NAFED) were initially retailed at Rs 90 per kilogram. However, in an attempt to curb rising prices, it was reduced to Rs 80 per kilogram from July 16, 2023, and further brought down to Rs 70 per kilogram, effective immediately.
To meet the increased demand, NCCF and NAFED have undertaken the procurement of tomatoes from mandis in Andhra Pradesh, Karnataka, and Maharashtra. The surplus tomatoes will be made available in major consumption centers where retail prices have recorded the maximum increase over the past month.
The government attributed the hike in tomato prices to the challenges posed by the monsoon season, which affected distribution and led to increased transit losses.
