Bengaluru: The new online marketing system introduced in Karnataka has become a big hit with the Centre recommending the system to other states.
After winning accolades for its transparency and simplification of licensing procedures, Karnataka’s Unified Market Platform (UMP), through which the farmers go online to sell their produce has inspired many other states in the country.

The neighbouring state, Andhra Pradesh has already come forward to adopt the online system.

R. Manoj, additional secretary, cooperation department and managing director of the Rashtriya e-Marketing Service (ReMS) speaking about the online system said, “The success of this new online marketing system has created ripples and will revolutionise the agricultural sector in the country,  greatly benefiting poor farmers and other stakeholders in agricultural markets.”

Explaining further, Manoj hopes to have all APMCs doing online marketing in a year. “Due to this new system farmers are even being paid online after selling their produce in APMC yards. Not only do the 1.4 million farmers, who  have registered for it, receive confirmation of the transaction through SMSes, but their bank accounts too have been integrated for online transfer of money. We have helped Andhra Pradesh adopt the UMP model and today 10 of its major markets are using it to transact business. Other states like Orissa, Rajasthan, TN, Gujarat, and Uttar Pradesh are also interested in replicating the Karnataka model,” he said.

Manoj has succeeded in integrating 103 of the 157 Agricultural Produce Marketing Committees (APMC) through UMP in the state.

ReMS have been promoting the idea of “My produce and my price,” along with training farmers through elected members of APMCs in using the online marketing system for their produce. The government intends to train at least 200 farmers in each village to go online.