Partnerships for Innovation and Knowledge in Agriculture (PIKA)

Organized retail plays an increasingly important role in the sale of grains, fresh fruits, and vegetables in India.

This presents a significant growth opportunity for smallholder farmers (those who own less than one acre of land), who account for the majority of production in India. Local, regional, and global demand for rice and wheat could likewise be a boon to smallholder farmers in India. To take advantage of these opportunities, however, farmers must change how they market their produce.