AP Launches Digi Raitu Bazar to Deliver Farm Produce in 15 Minutes

Amid the rapid growth of quick-commerce platforms such as Zepto, Blinkit and Swiggy Instamart, the Andhra Pradesh government has launched a digital marketplace, Digi Raitu Bazar, to connect farmers directly with consumers.

The platform aims to deliver locally sourced agricultural produce to buyers within 10 to 15 minutes — matching the speed of existing quick-commerce services — while cutting out intermediaries and channelling earnings directly to farmers.

“The objective is to digitally empower farmers by eliminating unnecessary intermediaries and creating a direct link between producers and consumers,” officials said.

The state expects the platform to offer fresh produce at competitive prices and strengthen income for farming households. “The objective is to ensure better price realisation for farmers and affordable fresh produce for consumers,” an official said.

Quick-commerce platforms have reshaped urban grocery buying habits, often at a premium price for the doorstep delivery of fruits and vegetables. Digi Raitu Bazar is positioned as an alternative — one that combines comparable delivery speeds with direct farm sourcing to keep prices lower.

Consumer response has been cautiously optimistic. “If this really delivers fresh vegetables at lower prices within 10 to 15 minutes, it will be very useful for daily shopping,” said Srinivas, a resident of Visakhapatnam.

However, others flagged concerns about execution. “Speed is important, but consistency and quality matter more. If both are maintained, people will definitely shift,” said Lakshmi Devi, a homemaker.

The initiative could transform Andhra Pradesh’s agricultural retail landscape if rolled out at scale with robust logistics and sustained farmer participation. Its long-term viability, however, will hinge on delivery infrastructure, supply-chain coordination and last-mile efficiency.