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The Problem: Are farmers paid fairly?
Most small and marginal farmers in India do not receive the prices they deserve. While policy discussions often talk about a benchmark of C2+50% (a fair price covering full costs plus profit), the reality on the ground is very different. The majority of farmers—especially those with small landholdings—are unable to access government procurement systems and are forced to sell in local markets at prices often 10–30% below MSP, and far below the recommended C2+50% level. In many cases, farmers are compelled to sell immediately after harvest due to cash needs and lack of storage, sometimes even at prices that do not fully cover their costs. Janata Bazar is built to change this imbalance. By sourcing directly from farmers and reducing layers of middlemen, we aim to ensure that producers receive fairer, more stable prices while customers benefit from fresh, affordable produce.
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