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E-MIRCHA Project aids chilli producers in growing and marketing

Andhra Pradesh is one of the major producers of chilli, and producers have been helped by the E-MIRCHA Project, a collaboration between the State Government, Digital Green, and the Bill and Melinda Gates Foundation which aims to increase the quality and quantity of chillies in the region with the help of digital technology.

The project has made informational videos and digital advisory channels on cultivation methods which will help farmers get advice from experts through interactive voice records and Whatsapp chat boards. These videos are also beamed through Rythu Bharosa Kendras to reach a wider audience, according to

The initiative also has started a pilot project under which 10 quality testing laboratories in select areas in four districts have been set up. While tests conducted in these labs usually cost between Rs.6,000 and 10,000 in other places, here they are available for farmers at a nominal price of Rs.400 as comprehensive testing kits based on artificial intelligence are used.

So far, more than 3,200 farmers have got their produce tested in the last season. The quality certificate issued by the lab helps the farmers to get better prices in the market.

To market and sell their produce, the project has tied up with Kalgudi, AgNEXT, Spices Board, GS1, Krishitantra, and ITC-eCHOUPAL to provide an online e-commerce platform to the farmers.

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