ORMAS (Odisha Rural Development and Marketing Society), under the Panchayati Raj and Drinking Water Department, has launched a joint initiative with Bharat Masala to create direct market access for farmers and ensure fair prices for their produce.
The program focuses on tomato procurement through Self-Help Groups (SHGs) and Farmer Producer Organizations (FPOs) in five districts—Ganjam, Cuttack, Angul, Jharsuguda, and Jagatsinghpur. By March 24, 2026, the initiative had collected 128.30 metric tons of tomatoes. Cuttack contributed 53 metric tons, Ganjam 33.80 metric tons, Angul 20 metric tons, Jharsuguda 18 metric tons, and Jagatsinghpur 3.50 metric tons. Bharat Masala purchased the entire stock directly from farmers.
Officials said the effort strengthens rural economies by providing assured marketing opportunities and reducing dependence on middlemen. Farmers benefit from transparent pricing and timely payments, while Bharat Masala gains access to fresh, locally sourced produce.
ORMAS emphasised that the collaboration demonstrates how institutional support can empower farmers and improve livelihoods. The initiative is expected to expand further, covering more districts and crops in the coming months.
