Pragati Gokhale has worked tirelessly to set up the portal for the upliftment of farmers
Marketmirchi.com has received the ChangeMaker Award for its initiative to create free direct market linkages for farmers, FPOs and self-help groups. Pragati Gokhale, an advisor at the Rajiv Gandhi Science and Technology Commission and a National Resource Person in the Union Ministry of Rural Development, said that the movement has been instrumental in effectively providing an online market to rural entrepreneurs, farmers, artisans, self-help groups, farmers’ producer organisations and other rural stakeholders.
Gokhale is a gold medalist, a software expert who created MarketMirchi.com using her computer knowledge with ease. It is an indigenous, multilingual web portal covering all rural-agricultural products for digital marketing of rural products, agricultural products, rural services and rural employment.
Developed in new progressive web technology, the portal is best suited for rural areas as it does not require download and has all the features of App. Importantly, it sends a link to buyers as soon as your ad is posted, so rural sellers and buyers can contact each other directly for free. Since there is no business model like eCommerce or Trade India, all sellers and buyers can contact each other for free.
Hindi videos have been created to train on how to post advertisements as well as to interact and deal with buyers by making effective use of MarketMirchi.com. Gokhale has created a network of people from all walks of life working in rural agricultural organisations across the country through whom these videos are disseminated to farmers, artisans, women in self-help groups.
