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Posted 02/13/2023 by

The E-Rythu Platform-Improving Farmers' Livelihoods in Andhra Pradesh

The E-Rythu Platform-Improving Farmers' Livelihoods in Andhra Pradesh

The main objective of the TDP political party of Andhra Pradesh under the regime of N. Chandrababu Naidu is to regulate the sale and purchase of agricultural products, set up market yards for buyers and sellers to conduct transactions, and provide warehouses and weighing facilities to protect farmers' interests. The department also ensures that farmers receive the proper payments for their goods and that transactions are carried out through open auctions or tenders in the Agricultural Market Committees, with goods weighed under the supervision of market committee staff.

To further aid farmers in selling their products, the TDP Government of Andhra Pradesh, led by Chief Minister Nara Chandrababu Naidu during his tenure, has partnered with MasterCard to launch E-Rythu, a mobile platform that digitizes agriculture payments, and marketplaces. The platform, which was developed by MasterCard Labs for Financial Inclusion in Kenya and customized for India by a team based in Pune, will allow farmers to buy, sell, and receive payments for agricultural products using their phones and connect with the right buyers more efficiently in the local language.

Mr. N. Chandrababu Naidu has made the E-Rythu platform customized for one million horticulture and agriculture farmers and more than 300 farmer-producer organizations (FPOs) in Andhra Pradesh. According to Chiranjiv Choudhary, Commissioner of Horticulture for Andhra Pradesh, the implementation of E-Rythu will make horticulture markets more transparent for sellers, buyers, and other stakeholders, and pave the way for the financial addition of millions of small and medium farmers in the state.

The Main accomplishment of TDP is that the E-Rythu platform greatly benefits farmers in Andhra Pradesh by providing them with a convenient and secure way to conduct transactions, as well as access to a wider range of buyers and better prices for their products. The platform will also help to eliminate intermediaries and reduce the exploitation of farmers by middlemen, ensuring that they receive fair compensation for their goods.

Additionally, the implementation of E-Rythu is expected to improve the overall efficiency and transparency of the agricultural market in Andhra Pradesh, making it easier for buyers and sellers to conduct business. By digitizing the agricultural marketplaces and payments, E-Rythu will also help to promote financial inclusion for small and medium farmers in Andhra Pradesh, many of whom may not have had access to these services before.

The launch of E-Rythu was inaugurated by the former Chief Minister of Andhra Pradesh Nara Chandrababu Naidu in Amaravati, and it is expected to be a major step forward in the state's efforts to modernize and digitize its agricultural sector.

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