Ayekart, a prominent Food and Agri-FinTech integrated digital platform, is collaborating with CCL Products (India) Ltd., a well-known Instant Coffee Manufacturer, to drive impactful changes in the lives of indigenous tribal farmers residing in the scenic Araku Valley of Andhra Pradesh. This partnership marks a progression of Ayekart’s ongoing efforts in the region over the last few years. The primary objective of this collaboration is to uplift the coffee farming community by equipping them with necessary tools and resources, thereby enhancing their livelihoods.
Ayekart’s collaboration with these tribal farmers began in 2021 through the FPO – Visakha Manayam Farmer Producer Company Limited. Extensive training programs for the farmers focused on modern production and processing techniques were conducted. These programs included the utilization of baby pulpers, proper drying techniques on elevated platforms, accurate measurement of moisture levels, and digital weighing of produce.
The collaboration between Ayekart and Visakha Manayam Farmer Producer Company Limited has brought about a significant positive change in the lives of indigenous tribes in the Araku Valley. It has empowered these farmers with the knowledge and resources necessary to attain fair prices and enhance their livelihoods. As a direct outcome of these initiatives, around 1,000 farmers have witnessed increased income and an improved quality of life during the previous coffee season.
Ashutosh Singh, COO and Co-Founder of Ayekart remarked, “We are elated to have successfully conducted extensive GAP (Good Agricultural Practices) training, encouraged collective bargaining and value-addition initiatives with the local tribal farmers through Visakha Manayam Farmer Producer Company Limited. By equipping these farmers with modern techniques and resources, we are helping farmers achieve higher yields and are also improving their income and preserving their unique heritage. Moreover, our collaboration is a testament to our dedication to sustainable development and improving the livelihoods of those in need. We believe that together, we can make a meaningful and lasting impact in Araku, fostering a brighter future for the local communities.”
On the partnership with CCI, Mr Singh further added, “We are excited to partner with CCL in our shared commitment to uplift the tribal farming communities in Araku. The collaboration between Ayekart and CCL stands as a testament to the transformative power of partnership and innovation in improving the lives of small-scale farmers.”
The Araku Valley is celebrated for its cultivation of Arabica Parchment and cherry coffee, which serves as the main source of income for the indigenous tribes living in the area. Despite the region’s fertile lands, dedication to organic farming methods, and the exceptional quality of its coffee, the farmers have faced persistent challenges in securing fair pricing and economic stability. Their vulnerability has often been exploited by intermediaries and local traders, resulting in minimal income to sustain their families.
Praveen Jaipuriar, CEO of CCL Products (India) Ltd., expressed, “At CCL, we believe that businesses are responsible for uplifting the communities. Our collaboration with Ayekart in Araku Valley reflects our commitment to sustainable development, and we are proud to contribute to empowering these dedicated tribal farmers.”
Boasting a three-decade legacy, CCL Products (India) Ltd stands as one of the world’s premier and most refined instant coffee manufacturers. The company has adeptly constructed a business founded on principles of integrity, unwavering commitment, a customer-centric approach, and a steadfast dedication to maintaining the industry’s utmost standards.
The upcoming coffee season, expected to commence in November, is set to begin a bit earlier than usual this year. To show support for the farmers and mark this occasion, Ayekart and CCL have distributed tarpaulins and baby pulpers. These crucial resources, provided generously by CCL as part of their CSR activity and other ongoing initiatives, aim to assist the farming community.
Ayekart stands as India’s pioneering integrated supply chain finance platform, dedicated to catering to the requirements of the food and agri value chain. It empowers conventional businesses with both technological and financial support, all while preserving and amplifying trust within their ecosystem through the provision of efficiency and convenience. The platform is in harmony with the government’s vision to bring about transformative change in the MSME and Retail sectors by “Empowering Traditional Businesses,” thus fostering transparency and credibility throughout the entire ecosystem.
In acknowledgment of its leadership and innovative contributions in the Banking, Financial Services, and Insurance domains, Ayekart has earned the prestigious title of “Best BFSI Brand 2023” from The Economic Times.
