Collection centers in villages will allow farmers to sell their produce directly through the app, without the need for price auctions or lengthy credit transactions with market buyers.

Online grocery platform Zepto has launched a farmer engagement app that will help farmers in partnership with the company to digitize their supply chains and increase the availability of fresh fruits and vegetables.

In addition to receiving payments, the Farmer app will help track crop cycles. Collection centers spread across villages will allow farmers to sell their products directly through the app without the need for price auctions or lengthy credit transactions with market buyers. Through the app, farmers can also choose a trade destination where the price of their produce is fully visible, the company said in a statement on Friday.

The app digitizes the entire process from sowing to selling, helping farmers selling on Zepto optimize supply and yield. More than 300 farmers in Maharashtra will participate in the initial rollout phase of the application.

This is a move in line with the growing demand for fruits and vegetables from express delivery services.

The demand for fruits and vegetables among our customers has grown exponentially. More than 50% of Zepto’s orders comprise fresh fruits and vegetables, making it one of our strongest categories. It is our deep relationship with the farmer community, and our ability to help them realize the best potential for their yields, that has made it possible for us to meet this soaring demand,” said Vinay Dhanani, Chief Operating Officer, Zepto.

Zepto also announced the launch of its Zepto Bloom which specialize in farmer engagement programs.

Zepto currently operates from the states of Maharashtra, Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Rajasthan, Haryana, and Uttar Pradesh where farmers source fresh produce. In 2023, the company plans to expand its network of farmers to Gujarat, Madhya Pradesh, Punjab, West Bengal, Himachal Pradesh, and Uttarakhand through the Zepto Bloom program.

Through this program and our app, we aim to build industry-best supply chain practices and ensure transparency in the process. By supporting the farmers with fair pricing, setting quality standards in seeds and crops, aiding the collection process, optimizing wastage and return, enabling tech know-how, and financing through partnerships with NBFCs, Zepto Bloom will help farmers grow stride for stride with quick commerce,” said Srinibas Swain, senior vice-president, and business head for the fresh category.