Under The Mango Tree

There was no “eureka moment” that catalyzed Under The Mango Tree.  Rather, combining the realities that prevail in rural India with the objective of diversifying livelihoods and improving rural incomes lead to Under The Mango Tree.During Vijaya’s work with rural farmers over the course of two decades, she helped them search out potential livelihood options, develop village-based business plans and gave them the confidence and training to organize themselves and explore micro-finance options for better business options. However, the biggest problem was finding sustainable and long-term markets that empowered, rather than exploited, these farmers.  Thus, Vijaya was determined to find a viable solution to markets that desired quality organic certified, all-natural products but had a limited and inconsistent chain of suppliers.
A key problem for a primary Indian producer is access to markets. The current value chain for agricultural commodities – from plough to the plate – is long and tenuous, with many intermediaries. Farm gate prices available to Indian farmers are often only 25% of the retail price. Finding remunerative markets is an acute problem for small farmers. Agriculture supports more than half of India’s population.

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