Bhubaneswar: A couple of years ago, residents here used to look up to ‘Udyan Fresh’ outlets for fresh vegetables which were available at prices generally lower than the market rates. Even during crisis times, be it cyclone or potato shortage, these outlets always stood people in good stead. But, now, these outlets have lost their glory and are on the verge of closure. Nevertheless, efforts are on to revive them.
In September 2013, the Horticulture Department set up the air-conditioned outlets in Bhubaneswar and Cuttack in public-private partnership mode. Surendra Agritech Private Ltd was roped in to run them. Sixteen ‘Udyan Fresh’ outlets were opened –14 in Bhubaneswar and two in Cuttack.
Being free from all the market area cacophony, these A-C kiosks had managed to win the hearts of people within a few days of their opening because customers used to get fresh vegetables at lower prices from these outlets. ‘Udyan Fresh’ was able to sell fresh vegetables a bit cheap only because it would procure them directly from the farmers from areas on the outskirts of Bhubaneswar and other parts of the state, eliminating the middle men. The farmers too used to get a fair price for their produce.
According to sources, Surendra Agritech spent about `20 lakh on each kiosk; `15 lakh on each collection centre; and `7 crore in setting up a cold storage at Trisulia, which was subsidised by the state government. For transporting vegetables and fruits from the farmers, 10 vehicles were pressed into service. Above all, these establishments gave not just direct employment to 150 people but also engaged twice as many people indirectly.
Once the then deputy chairman of Planning Commission Montek Singh Ahluwalia had visited one of these kiosks and heaped praise on the initiative, saying other states should follow the Orissa example. At that time it was decided to set up such kiosks in other part of the state as well.
When ‘Udyan Fresh’ was at its peak of popularity, it registered a record `70 lakh per month sale and a target of achieving `1 crore was also set.
The factor responsible for getting ‘Udyan Fresh’ high earnings is said to be its online record maintenance. From online sources, one could easily know the stock of vegetables at a kiosk, quantity of vegetables sold and their price, quantity of vegetables purchased and their prices.
However, due to various reasons like lack of availability of fresh vegetables and their higher-than-market prices, sales at these kiosks had started falling, resulting in low customer foot fall, and finally leading to closure of most of these kiosks. Their number has come down to just three or four in Bhubaneswar whereas there is none in Cuttack. When contacted, Chairman, Surendra Agritech Private Ltd, Pradipta Mohanty said steps are soon to be taken to revive the chain of outlets. Several rounds of discussion with the Horticulture Department are going on, he added.
An official in the department said efforts are on to bring the outlets onto the track. Possibly, Surendra Agritech Private Ltd may retain some kiosks and some may be given to suitable farmer groups. In this regard, government-level meetings are also being conducted, he added.
However, city people are always looking for such online or offline kiosks for fresh vegetables. In the absence of Udyan Fresh, a number of online vegetable suppliers are cashing in on the demand.
Pradeep Pattanayak, OP
