Bengaluru: Consumers in Bengaluru can now order premium pineapples sourced directly from Meghalaya through Swiggy Instamart, providing farmers from the northeastern state with improved access to one of India’s largest urban retail markets.
The initiative connects growers from the Jirang Organic Farmer Producer Company with consumers in Bengaluru through a faster supply chain. Officials said the move is expected to improve farmers’ incomes while ensuring that fresh produce reaches customers quickly through air transportation.
Airlifted to Bengaluru to ensure freshness
The pineapples are being transported by air from Meghalaya to Bengaluru to preserve their freshness and quality during transit.
On the Swiggy Instamart platform, the fruit is listed as “Pineapple (From Meghalaya)”, clearly identifying its place of origin and helping distinguish it from pineapples sourced from other regions of the country.
Officials said branding the produce by origin is part of a broader effort to promote Meghalaya’s agricultural products and increase their visibility among consumers.
Better market access for farmers
The initiative aims to strengthen market access for farmers by connecting them directly with urban consumers through digital retail platforms.
By reducing the time taken to transport the fruit and eliminating multiple intermediaries, the programme is expected to help growers secure better prices for their produce while ensuring customers receive fresh pineapples.
Officials said improved logistics and wider market reach could encourage more farmer-producer organisations in Meghalaya to explore similar opportunities in the future.
Success follows Meghalaya Pineapple Festival
The online launch comes shortly after the successful conclusion of the 4th Meghalaya Pineapple Festival held at Dilli Haat in New Delhi.
According to officials, nearly 30 metric tonnes of pineapples were sold during the three-day festival, reflecting the growing demand for Meghalaya’s premium fruit outside the northeastern region.
The strong response has encouraged the state government to further expand marketing channels for its agricultural products.
Expanding digital marketing channels
The Meghalaya government has been actively working to improve market connectivity for farmers by collaborating with leading e-commerce and agricultural trading platforms.
As part of this strategy, the state has already entered into partnerships with Flipkart and NCDEX e Markets Limited to create better marketing opportunities for farmer-producer organisations.
Officials believe that digital commerce platforms can significantly enhance the visibility of Meghalaya’s agricultural produce while opening up new markets across the country.
Strengthening opportunities for local growers
The latest partnership with Swiggy Instamart is expected to further strengthen Meghalaya’s efforts to promote its farm produce in major Indian cities.
Officials said initiatives such as these not only help consumers access high-quality regional produce but also create sustainable income opportunities for local farmers by expanding their customer base beyond traditional markets.
The programme is also expected to encourage greater recognition of Meghalaya’s premium horticultural products and support the long-term growth of farmer-producer organisations in the state.
