To reach out to farmer and agriculture marketplaces, the Andhra Pradesh government has launched a mobile app called e-Rythu.
The app will digitize agriculture marketplaces, payments, workflows, and provides farmers with an easy and secure way to buy, sell and receive payments for agricultural products through their mobile.
It aims to reach 10 lakh horticulture and agriculture farmers and over 300 farmer-producer organizations (FPOs) in the state. Besides helping farmers to connect with the right buyers for his produce, e-Rythu will also create a digital transaction history which allows farmers to receive formal credit from banks and other financial institutions.
According to Andhra Pradesh CM Chandrababu Naidu, the app will make horticulture markets more transparent for sellers, buyers, and other stakeholders, and pave the way for financial inclusion of millions of small and medium farmers.
e-Rythu is a comprehensive product and it will facilitate the growth of the agricultural sector in the state, he said.
The platform has been developed by Mastercard Labs.
The use of digital solutions can potentially transform the lives of millions of farmers in India by providing them financial access, transparency and inclusion, said Porush Singh, Division President, South Asia, Mastercard.
The project will kick off with one large buyer and four FPOs.