Shillong, July 23: Meghalaya has achieved another significant milestone in expanding market access for its premium agricultural produce, with Meghalaya Pineapple now available on Swiggy Instamart in Bengaluru. The fruit is prominently listed as “Pineapple from Meghalaya”, strengthening the visibility, identity and brand recognition of one of the State’s most celebrated horticultural products.
The initiative has been facilitated through Jirang Organic Farmer Producer Company (FPC), which is supplying fresh pineapples to Bengaluru through air freight, ensuring consumers receive high-quality fruits while enabling farmers to access premium urban markets.
Through this market linkage, the Farmer Producer Company has successfully negotiated remunerative landing prices, resulting in significantly better farm-gate returns for pineapple growers. The pineapples are currently retailing at around ₹139 per fruit, demonstrating the value that can be created through organised aggregation, branding, efficient logistics and direct market access.
The availability of Meghalaya Pineapple on one of India’s leading quick-commerce platforms represents another important step in the Government’s efforts to establish sustainable and remunerative value chains for the State’s farmers. Consumers in Bengaluru can now conveniently purchase premium pineapples from Meghalaya while farmers benefit from a more reliable and rewarding marketing channel.
Over the past few years, the Government of Meghalaya has been consistently strengthening domestic and international market linkages for the State’s horticultural produce. Meghalaya pineapples have been successfully marketed through leading retail chains in Delhi, exported to the Middle East under strategic partnerships, and showcased at the annual Meghalaya Pineapple Festival, helping position the State as a source of premium-quality, naturally grown fruits. These initiatives have enabled better price realisation for farmers while expanding the reach of Meghalaya’s agricultural produce across new markets. (India Today NE)
The Government continues to focus on strengthening Farmer Producer Organisations (FPOs), improving post-harvest infrastructure, developing efficient logistics and creating strong market linkages for high-value crops. The successful onboarding of Meghalaya Pineapple on Swiggy Instamart is another example of these efforts translating into tangible benefits for farmers while enhancing the national presence of Meghalaya’s agricultural products.
The Government remains committed to building sustainable agricultural value chains that improve farmers’ incomes, strengthen producer institutions and establish Meghalaya as a leading source of premium horticultural produce in India and overseas.
