Mumbai, 28th August 2023: The Flipkart Foundation, under the Flipkart Group, has partnered with TechnoServe, a non-profit economic development organization, to launch a programme that aims to empower Farmer Producer Organizations (FPOs) and create sustainable opportunities for farming communities. This initiative will support FPOs to enhance their business output through improved marketing, branding, and packaging. The project is set to be executed over 12 months in Maharashtra and Andhra Pradesh.
The programme will include training for eight FPOs in Maharashtra and four FPOs in Andhra Pradesh. With over 7,000 direct and indirect beneficiaries, 50% of whom will be women from farming households, the programme aims to bring about a positive transformation in the livelihoods of farmers across the two states.
Training Workshops
Specialized training workshops will equip key FPO members with the skills to create and manage brand assets, design effective marketing strategies, and enhance visibility. There will also be workshops to provide insights into packaging design and solutions, optimize shelf-life extension, ensure food safety, support business growth, and minimize environmental impact. Post-training support by marketing experts will include follow-up sessions with FPO Boards of Directors and lead farmers to address implementation challenges.
Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, said, "Cultivating prosperity and enabling the empowerment of farmer communities is a key facet of the Flipkart Foundation's commitment to creating a positive social impact. By training and strengthening FPOs, we aim to equip farmers in Maharashtra and Andhra Pradesh with the knowledge and tools they need to thrive and, in turn, bolster the agricultural ecosystem in the two states. Together, we endeavour to sow the seeds of sustainable growth, foster a brighter future for farmers and elevate livelihoods in these regions."
Krishnan Hariharan, Senior Practice Lead, TechnoServe India, commented, "In our experience in the agricultural sector, we have found that farmers face multiple challenges due to lack of access to information or marketing skills and are unable to capture commensurate value for their produce. Supporting FPOs to develop marketing, branding and packaging strategies can result in improved sales, prevention of quality and quantity losses, and advancements in environmental sustainability."
Flipkart recognizes the immense potential of empowering farmers with knowledge and marketing skills. By strengthening the FPO framework and providing training in marketing and branding, the project aims to enhance their income potential and empower women in agriculture.
In the past year, Flipkart Foundation has worked with underserved communities across nine states: Andhra Pradesh, Assam, Haryana, Maharashtra, Karnataka, Telangana, Uttarakhand, Uttar Pradesh, and West Bengal, to serve and empower underprivileged sections of society in various sectors.
About the Flipkart Group
The Flipkart Group is one of India's leading digital commerce entities and includes group companies Flipkart, Myntra, Flipkart Wholesale, Flipkart Health+, and Cleartrip. Flipkart has a registered customer base of more than 450 million, offers over 150 million products across 80+ categories , and has over 11 lakh sellers on the platform. Flipkart is known for pioneering services such as Cash on Delivery, No Cost EMI, and easy returns.
About the Partner Organization: TechnoServe
TechnoServe in India has 12+ years of experience working with Smallholder Farmers (SHFs). They work with over 60,000 smallholder farmers across more than 15 value chains and have successfully transformed FPOs into viable business entities.
