Shivaji Kurhe, a farmer, says, "When I sell directly, the profit margin is better. If I sell it in the market, I get a lower rate because the traders buy it cheap. Currently, the rate of turmeric is Rs 13,000 per quintal, that's Rs 130 per kg. But when I grind and sell it directly, the profit is more – I can sell it at Rs 300 per kg."
His turmeric has become particularly popular in Chhatrapati Sambhajinagar, where customers say they value its authenticity and colour.
Sandhya Wahmare, a customer, says, "Firstly, the turmeric is from Salem, it is authentic and it's available right at our doorstep. In its powdered form it is 100 per cent what the colour of turmeric should be. That is why we buy it in bulk for the whole year. I really liked the quality and that's why I bought it. Buying from the farmer ensures that we get desi and authentic turmeric, because the turmeric sold in the markets is adulterated."
With higher earnings for Kurhe and better quality for buyers, the model is proving mutually beneficial. His success is expected to motivate more farmers to explore direct-to-consumer sales in the future.