Business · Companies · 3 hrs ago
Flipkart expands farmer links to improve fresh produce supply
Flipkart is building closer links with farmers to supply fresh produce through its Minutes quick-commerce service in India.
It works with 25 farmer producer organizations and more than 7,000 farmers, and says about 90% of its fruits and vegetables in Pune come directly from farmers and partners.
Better demand planning is meant to cut waste by helping farmers and suppliers match the amount and type of produce grown to what customers are likely to buy.
Fresh produce can offer strong margins, but it is perishable and maintaining consistent quality is difficult.
Flipkart uses collection centres to sort, check and pack produce, and aims to receive it within 60 to 90 minutes of harvest.
The company is also considering more premium offerings and private labels, including organic produce.
The effort comes as quick-commerce platforms compete for growth, and Flipkart had an 11% share of the market by order volume in September, behind Blinkit, Zepto and Swiggy Instamart.
Flipkart is deepening links with farmers and farmer producer organizations to improve fresh-produce supply on its quick-commerce platform Minutes.
The company says local sourcing and better demand planning can help reduce wastage and strengthen its supply chain.
Flipkart works with 25 farmer producer organizations and more than 7,000 farmers directly across India.
In Pune, around 90% of Minutes’ fruit and vegetable procurement comes directly from farmers and farmer partners, according to Flipkart.
The company is also exploring premium offerings and private labels, while analysts point to wastage and consistent quality as challenges.
- Who
- Flipkart, through its Minutes quick-commerce platform, and its farmer and farmer producer organization partners.
- What
- Flipkart is expanding farmer links and investing in sourcing infrastructure and demand planning for fresh produce.
- When
- The article was published on 2 November 2026.
- Where
- Across India; in Pune, around 90% of Minutes’ fruit and vegetable procurement comes directly from farmers and farmer partners.
- Why
- To reduce wastage and strengthen its fresh-produce supply chain.
This story does not have two clearly opposing sides.
This story does not have a timeline yet.
- Farmer producer organizations
- 25
- Direct farmer links
- More than 7,000 farmers across India
- Pune procurement
- Around 90% of Minutes’ fruit and vegetable procurement comes directly from farmers and farmer partners
- Collection centres
- Around 37 exclusive centres across the country
- Harvest-to-receipt target
- 60–90 minutes
What people are saying
Our focus is on being closer to agricultural production centres so that we can source the freshest produce
We share demand projections and planning requirements with our partners who work closely with farmers to ensure they have better visibility into market demand, including the quantities and pack sizes of vegetables required. We can make this happen even without exclusive partners
There is a massive opportunity in the category, but the key is to manage wastage and ensure consistent quality
We have been working with farmers for the last two years to help improve the quality of their produce and reduce wastage. There is still a long way to go in minimising wastage and improving produce quality across the supply chain, particularly in a year when the country has seen drought conditions