The concept of
group marketing was developed with focus on empowering and facilitating the farmers
to take more effective decisions for marketing of their produce. The concept of
group marketing thereby provides SHG farmers better access to markets and therefore
a greater share in the consumer’s rupee. Under group marketing, 10-15 Self
Help Groups (SHGs), numbering about 250-300 farmers, come together under the banner
of Swasarya Karshaka Samithi (SKS) and trade their produce collectively. This
helps the farmers to have a good volume thereby being in a better position to
negotiate with the wholesalers in order to 'optimise their returns'. Large volumes
induce traders to buy from the Swasarya Karshaka Samithis. This helps them to
reduce transportation expenses and save time. Weighing is done by farmers and
is transparent and accurate. The loading/unloading of produce is done by the farmers
themselves ensuring careful handling of the produce. Prompt payment within the
prescribed period is guaranteed as there is a collective effort in recovery from
among debtor traders. The SKS thus facilitates trading between farmers and traders
and improves their bargaining power through better access with markets and traders.
The major highlights of Swasraya Karshaka Samithis are:
Production centre oriented marketing system
A market fully owned and managed by farmers
Well trained management committee
Market information and management support from VFPCK
Transparent accounting system and regular auditing
Better bargaining power for farmers.
Reduced size of marketing chain.
Infrastructural Supports from VFPCK
VFPCK facilitates the farmers to establish, manage and develop these Samithis.
Well defined milestones are used to assess the performance of a Karshaka Samithi
in a participatory manner. In order to achieve satisfactory levels of growth,
each and every proposal for a new Samithi is strictly evaluated. Master Farmers
are facilitated systematically. Adequate and timely training is ensured for the
Marketing Master Farmer committee members
One Platform balance,
One set of account books.
Date of initiating bulking point
(After up gradation)
10 plastic chairs
Secretary’s salary (for 1 year)
After the first audit
Depending on fund availability and performance land and
building is made available to SKS.
At present 278 VFPCK Swasraya Karshaka Samithis are functioning in across Kerala.
About 100158 MT of produce worth Rs.386.69 crores were traded by these SKS during
the financial year 2016-17 and the construction of as many as 117 permanent buildings
for Samithis have already been completed and the construction of 3 more buildings
are fast progressing. Find your nearest market: