96 FPOs did RS 159 cr business in 3 months via weekly webinar with buyers
In a remarkable display of digital empowerment and collective strength, 96 Farmer Producer Organizations (FPOs) across India have generated business worth ₹159 crore in just three months, thanks to a strategic initiative involving weekly webinars with institutional buyers. This digital-first approach has not only accelerated trade but also created new opportunities for smallholder farmers by bridging the gap between rural producers and urban markets.
A New Digital Avenue for Indian Farmers
For decades, small and marginal farmers in India have faced challenges in accessing markets directly. Traditional agricultural trade often involves middlemen, resulting in lower profit margins for the actual producers. To tackle this issue, the Ministry of Agriculture and allied organizations have been promoting the FPO model — collectives of farmers who pool resources, knowledge, and bargaining power to secure better prices and market access.
Taking this a step further, the recent initiative to conduct weekly webinars with institutional buyers has created a transparent and efficient digital marketplace. These webinars function as real-time platforms where FPOs showcase their available stock, discuss logistics, and negotiate directly with buyers such as retailers, exporters, and large food processors.
₹159 Crore in Just 90 Days
Over a span of three months, the combined turnover from these webinars has reached an impressive ₹159 crore. This includes the sale of diverse agricultural products such as cereals, pulses, spices, fruits, vegetables, and processed foods. Notably, this figure also highlights the increasing demand for quality produce directly sourced from FPOs, given their ability to ensure traceability and quality assurance.
Officials involved in the program say the numbers reflect a growing trust in the FPO model and the effectiveness of the digital webinar format. The weekly interactions help establish long-term business relationships and also build the capacity of FPO leaders to negotiate and manage bulk transactions.
Empowering Rural Producers
These webinars are more than just trading platforms — they serve as knowledge-sharing sessions where FPO representatives are coached on business presentation skills, quality control, and compliance requirements. In many ways, this initiative is empowering rural communities not just economically but also digitally and professionally.
One of the key benefits for FPOs has been the elimination of middlemen. By interacting directly with buyers, farmers are now able to secure higher margins for their produce. In some instances, FPOs have reported a 20–30% increase in earnings compared to previous selling methods.
Rita Devi, a farmer from Bihar associated with an FPO that deals in organic vegetables, shared her experience:
“Earlier, we were dependent on the local mandi and had no idea about pricing trends outside our region. Now, through these webinars, we talk directly to buyers in Delhi and Mumbai and get better prices. This is life-changing for us.”
Technology as a Game Changer
The success of this initiative is also a testament to the rising adoption of digital tools in Indian agriculture. With the proliferation of smartphones, internet connectivity in rural areas, and government-supported training programs, more FPOs are now able to leverage online platforms for trading, payments, and logistics coordination.
Moreover, the webinars often include live demonstrations, PowerPoint presentations by FPOs, and Q&A sessions with buyers. These are hosted on government-backed digital platforms or in collaboration with agri-tech partners. Support staff help FPOs prepare in advance, ensuring that even those with limited exposure to technology can participate effectively.
Boosting Farmer Incomes and Market Access
One of the core objectives behind promoting the FPO model is to enhance farmer incomes, in line with the government’s broader goal of doubling farmers’ income. By creating a direct sales channel and offering real-time demand-supply feedback, the webinar model strengthens the supply chain and reduces wastage.
Institutional buyers, too, are reaping the benefits. With growing concerns about traceability, sustainability, and quality standards, sourcing directly from FPOs allows them to ensure consistency and build long-term partnerships.
Rajiv Malhotra, a procurement manager at a Delhi-based retail chain, noted:
“Buying directly from FPOs not only improves transparency but also helps us plan better. We get fresh produce at competitive prices, and we know where it’s coming from.”
Challenges and the Road Ahead
While the progress is commendable, there are still hurdles to overcome. Many FPOs, especially in remote areas, lack the necessary infrastructure such as cold storage, transportation, or packaging units. In some cases, language barriers and limited digital literacy can slow down communication.
To address these gaps, various state governments and agencies are offering capacity-building programs, subsidies, and credit facilities. There is also a push to onboard more FPOs onto the national eNAM (electronic National Agriculture Market) and integrate them with private-sector agri-tech solutions.
The Ministry of Agriculture has also expressed plans to scale this webinar model nationwide, aiming to bring at least 10,000 FPOs under its umbrella in the coming years. Partnerships with banks, logistics companies, and online marketplaces are also being explored to build a robust ecosystem.
Conclusion
The ₹159 crore business milestone achieved by 96 FPOs through weekly webinars marks a significant step in transforming India’s agricultural landscape. It highlights the power of digital connectivity and collective bargaining in empowering farmers and streamlining supply chains. As this model gains traction, it holds the promise of creating a more equitable, efficient, and farmer-friendly market system.
