The Andhra Pradesh government has introduced a new digital initiative, Digi Rythu Bazaar, aimed at strengthening the connection between farmers and consumers while ensuring access to fresh vegetables and fruits. The pilot project has been launched at MVP Colony Raju Bazaar in Visakhapatnam and is expected to serve as a model for future expansion across the state.
Digi Rythu Bazaar functions as a digital farmers market that links cultivators selling produce in physical Rythu Bazaars directly with customers through an online platform. The key objective of the initiative is to remove intermediaries from the supply chain, allowing farmers to fix prices for their produce and receive fair returns. Consumers, in turn, benefit from fresh produce at government regulated rates without additional charges.
Under the pilot phase, customers living within a five kilometre radius of the selected Rythu Bazaar are eligible for free doorstep delivery. Orders are currently being accepted through digital communication channels, with a dedicated government app under development to streamline the process. Officials said the app will be upgraded further to improve user experience and order management.
Farmers participating in the scheme have welcomed the initiative, noting that it provides direct access to consumers and reduces dependency on private digital platforms. Delivery personnel and customers have also expressed satisfaction, stating that the quality and freshness of vegetables and fruits are better compared to those sold through commercial online marketplaces.
The government has clarified that produce is sold strictly at Rythu Bazaar prices, with no additional delivery charges during the pilot phase. While doorstep delivery is currently free, officials indicated that a nominal fee may be considered in the future if the project expands and operational costs increase.
The digital marketplace has been developed with the support of a private software company. Authorities have assured that information on available produce and daily prices will be updated regularly to maintain transparency. The initiative also aims to save time for consumers by reducing the need to visit crowded markets, while ensuring timely delivery of essential food items.
Officials believe Digi Rythu Bazaar will help strengthen the agricultural marketing system by combining physical markets with digital access. If the pilot proves successful, the government plans to extend the initiative to more Rythu Bazaars across Andhra Pradesh. The project aligns with the state’s broader efforts to promote digital governance, farmer welfare, and consumer convenience.
