For the first time in Andhra Pradesh, the state government’s Marketing Department has launched a digital pilot initiative named Digi Rythu Bazaar at the MVP Rythu Bazaar in Visakhapatnam. The project enables home delivery of fresh vegetables and fruits brought directly by farmers to the Rythu Bazaar, marking a significant step in modernising traditional public markets.
The initiative is aimed at providing consumers with the convenience of doorstep delivery while preserving the affordability and quality associated with Rythu Bazaars. Officials stated that the project has been designed to compete with private delivery applications by offering similar services without additional costs.
Direct Farmer-to-Consumer Delivery Model
Under the Digi Rythu Bazaar system, customers can place orders for vegetables and fruits available at the MVP Rythu Bazaar, which are sourced directly from local farmers. Once an order is placed, the produce is delivered straight to the customer’s home, ensuring freshness and minimal handling.
The service currently operates within a five-kilometre radius of the MVP Rythu Bazaar, allowing for timely delivery and efficient logistics. Authorities confirmed that delivery is provided free of cost, and prices remain the same as those fixed at the Rythu Bazaar.
Affordable Pricing and Free Delivery
Officials emphasised that one of the key objectives of Digi Rythu Bazaar is to ensure affordability for consumers. By maintaining Rythu Bazaar prices and eliminating delivery charges, the initiative seeks to offer a cost-effective alternative to private grocery delivery platforms.
The model also addresses common consumer concerns related to price fluctuations and quality in online grocery services, providing regulated pricing and assured freshness.
Support for Local Farmers
Beyond consumer convenience, Digi Rythu Bazaar is positioned as a farmer-centric initiative. By facilitating direct sales, the project reduces dependence on intermediaries and helps farmers secure fair prices for their produce. This direct market access is expected to improve farmer incomes and reduce post-harvest losses.
Officials noted that the initiative strengthens the original objective of Rythu Bazaars, which were established to protect both farmers and consumers from market volatility.
Plans for Expansion Across the State
The Marketing Department has announced plans to expand the Digi Rythu Bazaar model across other Rythu Bazaars in Visakhapatnam in the coming months. Following the evaluation of the pilot phase, the initiative is expected to be rolled out in other urban centres and eventually across Andhra Pradesh.
Authorities stated that the expansion would depend on operational efficiency, demand response, and logistical feasibility.
A Step Towards Digital Public Service Delivery
The launch of Digi Rythu Bazaar reflects the state government’s broader push towards digital governance and citizen-centric service delivery. By integrating technology with traditional markets, the initiative aims to balance modernization with inclusivity.
If successful, Digi Rythu Bazaar could serve as a replicable model for other states seeking to enhance farmer welfare while meeting urban consumer needs through public infrastructure.
