Mahindra Agri Solutions, a part of Mahindra & Mahindra Group, has formed a joint venture with Belgium-based Univeg (Greenyard Foods) to source fruits and vegetables directly from farmers and retail them on e-commerce platform w ww.shopping.merakisan.com.

The newly formed joint venture company Mahindra Univeg will own and operate the online platform MeraKisan.

Mahindra Agri Solutions will own 60 per cent in the joint venture company, while the rest would be held by Univeg.

Mahindra Univeg plans to cut out the intermediaries in the fruits and vegetables value chain business and sell them on the digital platform to benefit both the farmers and end consumers.

Prashanth Patil, majority stakeholder of MeraKisan, will be the CEO of the newly formed company.

Ashok Sharma, Managing Director, Mahindra Agri Solutions, said the company's investment in MeraKisan will enable the farmers and the consumers to connect digitally to create a win-win situation.

Prashanth Patil, CEO-Designate of MeraKisan, said the digital platform will ensure delivery of high quality fruits and vegetables at the door step of the consumer and become a trendsetter in creating value for farmers.

At present, Mahindra Agri Solutions retails pulses and edible oil in select states through its NuPro brand. It also sells fruits, vegetables and dairy products under Saboro brand.

Having grown over 11 fold in the last 5 years, Mahindra agri business has become one of India’s largest grape exporters and established ‘Farm to Fork’ presence across the agri value chain.

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