Jan - Mar 2024

Good Practices Spotlight

The case study highlights Vengalamudaiyal's journey as a resilient single mother and farmer in Appanenthal village, Ramanathapuram district. Facing challenges in marketing her produce due to third-party interventions, she found support through the Jeevidam group promoted by Dhan Foundation. Joining the Mudukulathur Kalanjia Jeevidam Farmers Producer Company Limited provided her with a reliable market and transparent procurement process, enabling fair pricing and eliminating third-party interventions. Vengalamudaiyal's success in selling her produce through the Farmer Producer Organization (FPO) resulted in financial benefits, enhancing her economically and inspiring confidence in sustainable farming practices for future generations.


Vengalamudaiyal’s story : Empowering Farmers through Ethical Marketing Practices

Name of the member : Vengalamudaiyal

Location : Appanenthal Village, Ramanathapuram District

Social Enterprise : Muthukulathur Vayalaga Jeevidam Farmers Producer Company Limited

Supported By : HDFC Parivartan

Primary Producer Group : Sree Kottaikarupanasamy Kalanjia Jeevidam

Introduction

In the heart of Appanenthal village, Ramanathapuram district, resides Vengalamudaiyal—a resilient single mother and farmer. With three acres of land, she cultivates paddy, chilli, and millet, striving to sustain her family after her husband's demise. A turning point occurred when she joined the Jeevidam group promoted by Dhan Foundation for her son's interest in organic farming.

Challenges and Transformation :

Before Jeevidam, Vengalamudaiyal faced hurdles in marketing her produce, with third-party interventions hindering fair pricing for her harvest. As a small farmer, reaching direct markets seemed implausible. However, joining Mudukulathur Kalanjia Jeevidam Farmers Producer Company Limited, she discovered a reliable market through the Farmer Producer Organization (FPO).

Procurement Success :

Vengalamudaiyal sold 21.5 bags of RNR paddy variety through the FPO at Rs. 1400/bag, compared to the local market rate of Rs. 1350/bag with an 8% commission. Additionally, she saved Rs. 40/bag in transport costs. The total advantage amounted to Rs. 4237, including Rs. 3397 from price advantage and Rs. 840 from reduced travel costs.

Transparency and Direct Marketing :

The procured paddy was processed into rice, directly benefiting FPO members. The transparent process helped farmers by eliminating third-party interventions and ensuring fair prices. Vengalamudaiyal expressed gratitude for the direct reach of her products to consumers.

Scope to the Next Generation :

Her son's interest in organic farming found renewed hope through Jeevidam. Witnessing their products reach consumers directly inspired confidence in pursuing sustainable farming practices.

Life Beyond Difficulties :

Vengalamudaiyal’s story proves the challenges faced by farmers working tirelessly under various weather conditions will not become vain. Every extra rupee earned through direct procurement became a blessing, providing much-needed financial relief.

Conclusion :

Through Jeevidam's transparent procurement process, Vengalamudaiyal and fellow farmers experienced a transformative journey. The FPO not only enhanced them economically but also instilled hope for future generations, emphasizing the significance of every hard-earned rupee in their lives. The success story of Mudukulathur FPO reflects the impact of small efforts in uplifting farming communities.


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