Shillong, Jul 23: Meghalaya’s famed pineapples have made their quick-commerce debut, with the fruit now listed as “Pineapple from Meghalaya” on Swiggy Instamart in Bengaluru.
The listing, facilitated by Jirang Organic Farmer Producer Company (FPC), marks a new market channel for the state’s growers, moving produce by air freight directly to urban consumers.
Currently retailing at around Rs 139 per fruit on the platform, the pineapples are being sourced through organised aggregation by the FPC. The direct linkage has helped farmers negotiate better landing prices and secure significantly higher farm-gate returns compared to traditional mandi sales, a government press release stated today.
“This is about branding, logistics and giving farmers access to premium markets,” the release said. “When a Meghalaya pineapple is sold by name in Bengaluru, it builds identity and value for our produce.”
Over the last few years, Meghalaya pineapples have already entered retail chains in Delhi, been exported to the Middle East and featured at the annual Meghalaya Pineapple Festival.
For Bengaluru consumers, it means 10-minute delivery of a GI-tagged fruit known for its sweetness and low acidity. Although not native to the Eastern Hemisphere, the fruit is proving to be a boon for farmers of Jirang and surrounding areas. And quick commerce means a more reliable buyer and less dependence on middlemen.
The state government said it will continue strengthening Farmer Producer Organisations, post-harvest infrastructure and cold-chain logistics to replicate the model for other high-value crops.
