It was known on Tuesday that the worldwide famous, Amazon Retail had entered Gujarat and launched a collection centre in a town in the Sabarkantha district, named Prantij. The goal of this new move is to provide empowerment to the farmers of Gujarat while delivering quality to the customers.
Rajesh Prasad, category leader, Amazon Retail India, shared that the farmers of Gujarat were progressive and with this decision Amazon sought to introduce them to the digital economy. Furthermore, the expansion of the collection centre will aid in supplying fresh and optimum quality produce to the customers. Hence, they are excited for the new launch that goes with their aim to supply locally as much as possible.
Amazon is upgrading its infrastructure and supply-chain network, as it aims to and has already begun working with thousands of farmers and FPOs , that is Farmer Producer Organisations. They have registered with above 120 farmers who have agreed to sell their produce at the collection centre.
Amazon said that the collection centre will be the focal point for efficient payments, transparent pricing along with guidance on farming.
Besides the one in Prantij, Amazon Fresh already has other centres in India,four in Maharashtra, one each in Haryana, Rajasthan, and Himachal Pradesh. The centre in Prantij has a temperature controlled supply chain infrastructure for the locally produced fruits and vegetables.
Amazon optimizes the best of technology, as after procuring the produce from the farmers, there are machines to inspect the quality and monitor it, at different stages.
Deputy Director of horticulture of the Gujarat government showed their support by saying that the department of Horticulture will help bring organic farmers to the collection centre.
Amazon is finding success in the single store named Fresh, which has already expanded to 20 cities.
But, it is not that Amazon is without competition in the grocery and food market, as Reliance’s Jio mart, TataGroup and Flipkart continue to do well in the same segment which is expected to become a $790 billion market by 2024 from the $603 billion market it was in 2019.
The demand grows as smaller towns and cities warm up to the idea of E-Grocery.