Meghalaya’s premium pineapples have entered the quick-commerce market in Bengaluru, marking a significant step in expanding the state’s agricultural produce to urban consumers through online grocery delivery platforms.
The pineapples are being sourced directly from the Jirang Organic Farmer Producer Company and air-freighted to Bengaluru. The Meghalaya government said the initiative is aimed at improving market access for farmers while enabling them to secure better prices for their produce. The fruit is recognised for its high Brix value, distinctive sweetness and aroma.
Officials said the initiative forms part of the state’s broader strategy to establish direct market linkages for farmers and reduce dependence on conventional supply chains.
The latest development follows the successful conclusion of the fourth Meghalaya Pineapple Festival at Dilli Haat in New Delhi, where approximately 30 metric tonnes of fresh pineapples were sold over three days, according to the state government.
To further strengthen market access, the Meghalaya government has signed memorandums of understanding with Flipkart and NCDEX e Markets Limited (NeML) to promote the state’s agricultural produce through digital and institutional platforms.
Officials said the partnerships are expected to create sustainable marketing opportunities for farmers while strengthening the value chain for Meghalaya’s niche agricultural products.
