A farmers' market organised by the University of Agricultural Sciences, Bengaluru, has demonstrated the growing potential of direct connections between agricultural producers and urban consumers.

The Raitha Santhe at the GKVK campus attracted more than 25,000 visitors, bringing farmers and self-help groups together with consumers looking for fresh, organic and value-added agricultural products.

A total of 92 farmers and SHGs participated, collectively generating around ₹22.5 lakh in sales. Products on display included certified organic produce, microgreens, sprouted horse gram beverages and value-added millet products.

The initiative is designed to reduce the distance between producers and consumers by allowing farmers to sell directly rather than depending entirely on intermediaries. This can provide producers with greater market visibility while giving consumers opportunities to interact directly with those producing their food.

For millet producers and small food businesses, such markets can provide an important platform to introduce urban consumers to processed and value-added millet foods rather than relying only on sales of raw grain.

Bengaluru and its surrounding agricultural region also have a strong connection with millets. Government information identifies ragi as a major crop in Bengaluru Rural district, while programmes under the Nutri-Cereals mission cover ragi, jowar, bajra and several small millets.

Raitha Santhe therefore offers an example of how farmer-to-consumer markets can complement cultivation initiatives by creating opportunities for farmers, SHGs and agripreneurs to showcase millet-based products directly to consumers.