12R®️
12R®️ is a supplier of on-demand Fruits and Vegetables. It’s existence is devoted to building a long lasting trust and confidence in the food system through an accessible platform to ensure our stake on the transparency in the origin, journey and quality of food. Our presence not only will strengthen ‘Democratising’ Food marketplaces but also Personalisation of Food, Innovation in the field of agriculture and Relationship with farmers.
MISSION: To become the largest fruits and vegetables, grocery supply chain company.
BACKGROUND
By 2020, the food grain requirement in India to feed its 1.3 billion souls will be 343 million metric tons. Rising prices of fossil fuels attracting farmers to grow cash crops (e.g. Jatropha) for bio fuel rather food crops; reducing production of food grains India's retail opportunity; changing demographics in terms of young population; rising standards of living & increasing disposable incomes of the middle class and rising internet penetration is a strong stimulant for on demand doorstep delivery of services.
70% of rural population dependent on agriculture, 17 % contribution to GDP; 46.5 crores employed (2.8 crores formal sector,43.7 crores in agriculture )
There are 2 ways to meet India’s food grain requirement
- Either by Increasing the land under agriculture which is next to impossible , Or, by
- Scientific methods of agriculture. But, Increasing prices of commodities such as fertilizers; two digit inflation; a mere 2% growth in the sector are strong factors to force farmers leave agriculture
Why 12R®️?
The ground reality of the vegetable producers in India is a sad reflection of poverty and powerlessness experienced by the majority of the country’s workforce. How do we build modern cities if we cannot plan for the businesses that actually make up the marketplace? Because as a nation we have not made it a priority of helping the farmers a lodestar to guide the actions of all citizens and every government. By recognising every farmer at every stage of the production (including sorting, grading and packing) process as integral to the Agribusiness industry and the economy, we can begin to build equitable, democratic and participatory systems that are key to eliminating the gap that currently exists which is mostly cemented by the nexus of middlemen. In any case, with the fast increase in international trade and huge investments by transnationals the involvement of the state has gradually reduced and their involvement has reduced in terms of providing intervention support. Decision making is at such a global level which is beyond the reach of people’s organisations. For the farmers to survive in a global economy, they need to collaborate across all sorts of borders.