Kerala launches digital platform to track farmer payments across 2,000 Onam markets

Keralam's Agriculture department will track farmer payments and market performance through a new digital platform that went live at 2,000 special Onam markets inaugurated across the state on Saturday.

The integrated system enables direct benefit transfer of dues into farmers' bank accounts and monitors every stage of the supply chain—from procurement to final retail sales. Special Secretary (Agriculture) T.V. Subhash launched the digital mechanism at the formal inauguration ceremony led by Agriculture Minister T. Siddique.

Markets graded for efficiency

The department has introduced a three-tier grading system—'A,' 'B,' and 'C'—to rank the special markets based on sales turnover and marketing efficiency, a move designed to foster healthy competition and improve performance across outlets this festival season.

Farmers supplying to these markets receive 10% above prevailing open-market rates for their vegetables and fruits, while consumers purchase the same produce at a 30% discount. The digital platform allows the department to eliminate payment delays by transferring money directly to farmers' bank accounts.

2,000 outlets operational

Krishi Bhavans—the department's field offices—are operating 1,074 of the markets, while the Horticulture Products Development Corporation (Horticorp) runs 766 and the Vegetable and Fruit Promotion Council Keralam (VFPCK) manages the remaining 160 outlets. The state government allocated ₹10.74 crore this year under its market intervention support scheme to fund the special markets and stabilise vegetable and fruit prices during the Onam festival.

The department said the digital system provides end-to-end visibility of operations, helping officials respond quickly to supply or pricing issues.

Source: The Hindu