In rural India, micro and small enterprises have immense potential to drive local economies, create jobs, and reduce poverty. Yet, one of the biggest challenges they face is connecting their products and services to the right markets—at fair prices and in a sustainable manner.
At Dev Support, we believe that strong market linkages are not just about selling products—they’re about building sustainable systems that empower rural communities for the long term.
Here’s a strategic, data-driven approach to creating impactful market linkages for rural enterprises.
1. Leverage Digital Platforms for Real-Time Market Access
Access to timely, accurate market data can transform rural enterprise profitability.
- McKinsey reports that farmers using digital tools for real-time pricing and demand data have seen income gains of up to 50%.
- AgriStack, India’s national digital initiative, integrates weather, soil health, and price data—improving productivity by 25–30%.
Action point: Encourage rural entrepreneurs to use mobile-based platforms for market prices, demand trends, and logistics planning.
2. Aggregate Supply Through Farmer Producer Organizations (FPOs)
Collective strength enables small producers to bargain better and sell bigger.
Example: In Odisha, two FPOs aggregated 50 quintals of premium mangoes and exported them to Europe at ₹70/kg—securing fair rates for 25 small farmers without middlemen.
Action point: Strengthen and professionalize FPOs, cooperatives, and Self-Help Group (SHG) federations for bulk marketing and exports.
3. Use Cooperative and Local Marketing Structures
Models like HOPCOMS in Karnataka have shown how producer-owned structures can eliminate middlemen and retain value locally. With 12,000+ farmers supplying directly to retail outlets, HOPCOMS ensures fair pricing and steady demand.
Action point: Replicate and modernize cooperative marketing models with better packaging, branding, and logistics.
4. Deploy Tech-Savvy Aggregators
Innovations like Digital Green’s “Loop” app are empowering village entrepreneurs to coordinate aggregation, price discovery, and transport—cutting costs and increasing transparency.
Action point: Introduce tech-enabled agents who can act as “market facilitators” in rural clusters.
5. Tap Into Open Digital Networks like ONDC
The Open Network for Digital Commerce (ONDC) is unlocking e-commerce for rural producers:
- Over 4,000 FPOs are already selling 3,100+ products through ONDC.
- Odisha cooperatives generated ₹4 million in sales within months, targeting ₹10 million by 2024.
Action point: Train rural enterprises to onboard onto ONDC and other e-commerce networks for wider market access.
6. Pilot Community Markets and Direct Sales Initiatives
In Manipur, the Rural Roots Market empowers women SHG members to sell directly to consumers—boosting both income and confidence.
Action point: Facilitate local marketplaces and periodic “haats” that connect rural producers with urban consumers.
Strategic Roadmap for Building Market Linkages
| Step | Action |
|---|---|
| 1. Aggregate | Form/strengthen FPOs, cooperatives, SHG federations. |
| 2. Access Data | Train on platforms for pricing, weather, and buyer trends. |
| 3. Integrate Digital Networks | Onboard to ONDC and similar e-commerce systems. |
| 4. Invest in Infrastructure | Cold storage, grading, packaging, and transport hubs. |
| 5. Launch Direct Channels | Community markets, exhibitions, and buyer-seller meets. |
| 6. Collaborate & Scale | Partner with government, NGOs, banks, and tech firms. |
Why This Matters
Strong market linkages can:
- Boost rural incomes by 30–50%
- Reduce dependence on intermediaries
- Enable entry into national and international markets
- Build confidence and entrepreneurship skills—especially among women and youth
At Dev Support, our work in livelihood promotion, CSR strategy, and capacity building has shown that market linkage is not a final step—it’s an ongoing process that requires continuous capacity building, digital integration, and infrastructure investment.
Want to know how Dev Support can help your rural enterprise or CSR project build sustainable market linkages?
📩 Contact us today to explore partnerships.
