Tomatoes continue to fly off ONDC platform; over 45,000 kg sold in a month
The Open Network for Digital Commerce (ONDC) has been making significant strides in addressing the issue of soaring tomato prices through its discounted sales platform. Within just one month of initiating the sale of tomatoes at reduced prices, the platform has managed to sell an impressive quantity of over 45,000 kilograms of tomatoes. This success highlights the growing demand and effectiveness of ONDC’s approach.
The initiative was launched in response to the escalating prices of tomatoes, which had become a concern for consumers. Recognizing the need to provide affordable produce to the public, ONDC began offering tomatoes at discounted rates. These discounted tomatoes are made available daily at 9 am through the platform, allowing consumers to access quality produce at lower prices.
According to ONDC Chief T Koshy, the response to the initiative has been overwhelmingly positive. The tomatoes put up for sale are snapped up by consumers within a matter of minutes, underscoring the popularity of the program. This rapid rate of purchase indicates that the initiative is meeting a significant need in the market and is resonating with consumers who are eager to secure their supply of affordable tomatoes.
The initial daily sales limit was set at 2,000 kilograms per day, in accordance with the guidelines provided by the National Cooperative Consumer Federation (NCCF). This limitation was designed to ensure a steady supply of discounted tomatoes while preventing a quick depletion of stocks. Even with this limit, the available stock would often sell out within a few hours, indicating the high demand for these discounted tomatoes.
However, what is particularly noteworthy is that within just one week of launching the initiative, ONDC experienced an impressive increase in sales. The rate at which the tomatoes were being sold became even more rapid, with customers purchasing the available stock within minutes of it being made available on the platform. This phenomenon demonstrates a remarkable surge in demand and points to the initiative’s remarkable success in attracting consumers seeking affordable tomato options.
Overall, the Open Network for Digital Commerce’s efforts to provide discounted tomatoes to consumers have proven to be a resounding success. The platform’s ability to quickly sell out its daily stock, along with the evident escalation in demand over a short period, underscores the effectiveness of this strategy in addressing the issue of rising tomato prices. As the initiative continues, it will likely play a crucial role in ensuring access to affordable produce for a broader segment of the population.
To ensure that the intended beneficiaries of the discounted tomato sales initiative are the consumers rather than wholesalers or bulk buyers, the Open Network for Digital Commerce (ONDC) has implemented measures to control the purchasing process. These measures aim to prevent individuals from buying tomatoes in bulk and profiting from the initiative at the expense of other consumers.
To achieve this goal, ONDC has implemented the following measures:
1. Purchase Limits: ONDC has put a cap on the quantity of tomatoes an individual can purchase in a single transaction. Specifically, a person with one identification (ID) is only allowed to buy a maximum of two kilograms of tomatoes. This restriction prevents any single buyer from acquiring an excessive amount of tomatoes, thus leaving enough stock for a larger number of consumers.
2. Monitoring and Enforcement: The platform likely employs monitoring mechanisms to track and enforce the purchase limits. This could involve using technology to track the unique identification associated with each transaction and ensuring that the limit is not exceeded. This prevents any attempts to manipulate the system by creating multiple IDs or exploiting loopholes.
3. Family Limitations: While ONDC acknowledges that some individuals might try to purchase from different IDs within their families, the platform intends to minimize such cases. By implementing stringent monitoring and verification processes, ONDC can detect and limit instances where a single family tries to bypass the purchase limit by using multiple IDs.
4. Bulk Purchase Prevention: The measures in place, including the purchase limit and monitoring, aim to prevent bulk purchasing of tomatoes. This is crucial for ensuring that the initiative benefits a broader spectrum of consumers, rather than a select few who might try to take advantage of the lower prices to amass large quantities for resale or other purposes.
The implementation of these measures demonstrates ONDC’s commitment to maintaining the integrity of the initiative and ensuring that it serves its intended purpose of providing affordable tomatoes to consumers. By preventing any single entity from monopolizing the purchase of discounted tomatoes, ONDC is creating a fair and equitable system that benefits a larger portion of the population while addressing concerns about potential misuse of the program for profit.
As of now, the Open Network for Digital Commerce (ONDC) has successfully facilitated the delivery of around 22,500 orders, totaling approximately 45,000 kilograms of tomatoes, in the Delhi-NCR (National Capital Region) area. This accomplishment highlights the platform’s effectiveness in providing a streamlined and convenient way for consumers to access affordable tomatoes.
The need for initiatives like ONDC’s discounted tomato sales became particularly apparent in the context of rising tomato prices. The National Cooperative Consumer Federation (NCCF) and the National Agricultural Cooperative Marketing Federation of India (NAFED) responded to the situation by initiating retail sales of tomatoes in the Delhi-NCR region starting from July 14. This step was taken in response to the unprecedented increase in tomato prices, which had surged to over Rs 250 per kilogram in various markets across the country.
The collaboration between NCCF and NAFED has led to the procurement of more than 15 lakh kilograms (1.5 million kilograms) of tomatoes to date. These procured tomatoes are being consistently made available to retail consumers in significant consumption centers across the country. These locations include:
1. Delhi-NCR: The National Capital Region, including Delhi and its neighboring regions, is one of the key areas where the initiative has been operational. The discounted tomatoes are contributing to providing affordable produce to the population in this metropolitan area.
2. Rajasthan: The cities of Jaipur and Kota in Rajasthan are among the places where these affordable tomatoes are being distributed. This is likely helping consumers in the state access tomatoes at reasonable prices.
3. Uttar Pradesh: The initiative has extended its reach to various cities in Uttar Pradesh, including Lucknow, Kanpur, Varanasi, and Prayagraj (Allahabad). These areas are major consumption centers and benefit from the availability of discounted tomatoes.
4. Bihar: The initiative’s impact is also being felt in Bihar, with cities like Patna, Muzaffarpur, Arrah, and Buxar benefiting from the initiative’s efforts to provide affordable tomatoes to consumers.
This wide distribution network showcases the scope of the initiative in addressing the issue of high tomato prices across different states and regions. By ensuring a consistent supply of affordable tomatoes, the collaboration between NCCF, NAFED, and platforms like ONDC is helping to stabilize prices and provide relief to consumers who have been facing the challenges of escalating food costs.
The collaboration between the Open Network for Digital Commerce (ONDC) and the National Cooperative Consumer Federation (NCCF) aims to extend the availability of affordable tomato prices through the online platform. However, the duration of this initiative’s operation on ONDC remains uncertain. ONDC Chief T Koshy explains that the continuation of the sale of tomatoes on ONDC depends on the NCCF’s decision and the government’s stance on the matter. ONDC’s role is primarily to facilitate the digital aspect of the program, providing a platform for consumers to access these discounted prices online.
Initially, NCCF and NAFED had established retail prices for tomatoes at Rs 90 per kilogram. However, as a response to the changing market conditions and the decline in tomato prices, these prices have been successively reduced over time:
1. Rs 90 per kg: The initial retail price set by NCCF and NAFED for tomatoes.
2. Rs 50 per kg (from August 15): In line with the decreasing tomato prices, the retail price for tomatoes was reduced to Rs 50 per kilogram starting from August 15. This adjustment aimed to reflect the changing market dynamics and provide further relief to consumers.
3. Rs 40 per kg (from August 20 onwards): Building on the previous reduction, the retail price for tomatoes was lowered even further to Rs 40 per kilogram, starting from August 20. This adjustment continued the efforts to provide affordable access to tomatoes for a wider population.
The progressive reduction in tomato prices demonstrates the responsiveness of the initiative to market conditions and the goal of ensuring that consumers can access this essential commodity without facing exorbitant costs. The collaboration between NCCF, NAFED, and now ONDC showcases a multifaceted approach to addressing the issue of high tomato prices, combining traditional retail methods with digital platforms to reach a broader consumer base.
The collaboration between the Open Network for Digital Commerce (ONDC) and the National Cooperative Consumer Federation (NCCF) focuses on making affordable tomato prices available online. However, the duration of this initiative’s operation on the ONDC platform remains uncertain. According to ONDC Chief T Koshy, the continuation of the sale of tomatoes through ONDC depends on the NCCF’s decision and the government’s stance on the matter. ONDC’s role primarily involves providing a digital platform for consumers to access these discounted prices online.
The timeline and duration of the discounted tomato sales initiative are tied to the decisions made by the NCCF and the government. While ONDC is involved in facilitating the digital aspect of the program, the decision to continue or discontinue the initiative rests with the NCCF, which is likely influenced by broader government policies and considerations.
Regarding the retail prices of tomatoes set by NCCF and NAFED:
1.Initial Price: The retail prices of tomatoes were initially set at Rs 90 per kilogram by NCCF and NAFED.
2. August 15 Price Reduction: As tomato prices in the market declined, the retail price for tomatoes was successively reduced to Rs 50 per kilogram starting from August 15. This reduction was a response to the changing market conditions and aimed to make tomatoes more affordable for consumers.
3. August 20 Price Reduction: Building on the previous price reduction, the retail price for tomatoes was further decreased to Rs 40 per kilogram starting from August 20. This adjustment continued the effort to provide accessible and cost-effective access to tomatoes for a larger segment of the population.
The stepwise reduction in tomato prices reflects the initiative’s adaptability to market dynamics and its commitment to ensuring that consumers are not burdened by excessively high prices for essential commodities. The collaboration between NCCF, NAFED, and ONDC illustrates a comprehensive approach to tackling the issue of soaring tomato prices by combining traditional retail methods with digital platforms to cater to a wider range of consumers. The ultimate decision about the initiative’s duration and continuation rests with the NCCF, guided by the government’s policy objectives.
