MeraKisan is a digital platform linking Indian farmers and customers

MeraKisan is a digital platform linking Indian farmers and customers

Mahindra Univeg, a 60:40 joint venture between India's Mahindra Agri Solutions and Belgium-based produce giant Greenyard Foods, is acquiring a minority stake in produce distributor MeraKisan. 

Announcing the move, Mahindra Univeg said MeraKisan operates a unique model that sources fruit, vegetables and other produce direct from Indian farmers and sells to customers via digital platform www.shopping.merakisan.com.

Prashanth Patil, part of MeraKisan's founding family, will remain majority shareholder. He will also serve as chief executive of the group. 

"This coming together is significant as we share a common goal of impacting the lives of the Indian farmer. Leveraging our digital platform, MeraKisan will ensure delivery of high-quality fruits and vegetables at the doorstep of the consumer. I am sure that this initiative will be a trendsetter in creating value for the Indian farming community," Patil said. 

Ashok Sharma, MD and CEO of Mahindra Agri Solutions added: "Given our 'rise' philosophy of driving positive change, we at Mahindra Agri are always working towards impacting the lives of farmers. Our investment in MeraKisan will enable the farmers and the consumers to connect digitally and create a win-win."