Background

The livelihood of small and marginal farmers in India has, over the years, become increasingly precarious. As per the Agricultural Census of 2015-16, 86% of the population of farmers in India are small and marginal farmers. However, regardless of their overwhelming number, their produce very often does not fetch even reasonable prices. This dire situation was particularly exaggerated during the COVID-19 pandemic, which broke supply chains and reduced market access, forcing farmers to sell their crops at extremely low prices. This is reflective of the longstanding issue of unequal market access which renders farmers vulnerable to exploitation and cycles of poverty. 

Local and organic farming, though sustainable and environmentally conscious, is often outpaced by large-scale industrial agriculture. Farmers who practice the former often face additional burdens in the form of unaware consumers, who prefer to buy cheaper alternatives that are convenient and mass-produced. This gap between the local producers and city consumers is severely detrimental to farmers’ incomes and also reduces the consumption of fresh and nutrient-rich food that would otherwise encourage healthier lifestyles and sustainable living.

Look for Local was created to address this urgent issue. The project connects small farmers with urban consumers through a range of initiatives in an effort to empower farmers to earn fair prices for their produce. An added aim is to make consumers aware of the issue while providing them with the opportunity to consume ethically and consciously. As such, the project is modeled along with awareness, partnership and sales.