Leveraging technology, the Directorate of Horticulture Planning and Marketing is playing the role of a facilitator between the buyer and the growers of Walnut, Apple, Almond and Saffron. The service comes free of any charge. The growers used to suffer earlier due to the presence of middlemen. Direct marketing facilities have unburdened the growers and enabled them to find the right buyer and the right market price. Growers receive advance payments so there are no delays. They are not only getting a better price for their produce but also saving on the commission charged to them in the APMC yard. The online mode exists outside these APMCs.
L to R: Sameer Kochhar, Chairman, SKOCH Group; Mr. Mohd Akbar Wani, Secretary, Horticulture, Government of Jammu & Kashmir (UT)