To use a clichéd word, value. Once again, whether a farmer will pay or not will depend on his perceived value. Companies which serve this segment will have to understand this clearly to make any kind of impact. Value cannot be vague, generic and superficial.
Vijay Pratap Singh Aditya, CEO, ekgaon in a recent interview with The National Abudhabi lead newspaper in Middle East.... spoke "Millions of migrant labourers who had no employment in the cities during the lockdown went back to their villages and have chosen to [engage in] agriculture again, which would mean production will further grow,” says Ekgaon’s Mr Aditya. That would mean supply could exceed demand, putting pressure on prices.