Amazon is running a pilot project in Pune where the US e-commerce company is for the first time sourcing fresh produce directly from the farmers as part its farm-to-fork initiatives.
Amazon Retail India (ARIPL), the wholly-owned food retailing venture of the US giant, is working with dozens of farmers in the region and the company has created a cold chain hub in the vicinity to supply fresh produce to sell online through its Amazon Fresh and Amazon Pantry, two sources familiar with development, said.
Amazon plans to expand this programme to other parts of the country once the project is successful, one of them said. Amazon purchases its stock of fruits and vegetables from aggregators in various mandis.
“We are engaging with farmers and government bodies to develop a sustainable farm-to-fork model by investing in tech,” an Amazon spokesperson said in an email.