The initiative seeks to create a direct market link between mango farmers in Maharashtra's Ratnagiri and urban consumers, helping eliminate middlemen and ensuring better returns for growers
The initiative seeks to create a direct market link between mango farmers in Maharashtra's Ratnagiri and urban consumers. PIC/ INDIA POST
India Post’s Mumbai Region on Monday launched a special initiative to deliver Geographical Indication-tagged (GI-tagged) Ratnagiri Alphonso mangoes directly to households across the city.
Direct market link for farmers
The initiative seeks to create a direct market link between mango farmers in Maharashtra's Ratnagiri and urban consumers, helping eliminate middlemen and ensuring better returns for growers.
It also aims to support small-scale sellers and agro-entrepreneurs by expanding their access to metropolitan markets.
Seamless ordering and doorstep delivery
Leveraging its extensive logistics network, India Post is facilitating seamless ordering through QR codes and WhatsApp, along with the convenience of cash-on-delivery (COD), enabling even small producers to participate without significant investment in infrastructure or marketing.
Supporting rural livelihoods
Postmaster General, India Post Mumbai Region, Kaiya Arora, said the initiative is designed to strengthen the connection between local farmers and city consumers while ensuring fair pricing and fresh produce.
“This initiative leverages India Post’s vast network to connect Ratnagiri mango farmers with Mumbaikars. Doorstep delivery of GI-tagged mangoes supports rural economies while ensuring farmers receive a higher share of the final price,” she said.
Next-day delivery now possible as India Post rolls out its ‘24 Speed Post’ in Mumbai, Delhi and 4 other cities
Earlier in March, the Department of Posts launched a new premium express delivery service, ‘24 Speed Post’, offering guaranteed next-day delivery for urgent consignments across six major cities.
According to news reports, the service was inaugurated by Union Minister for Communications Jyotiraditya M. Scindia and Minister of State Chandra Sekhar Pemmasani at Rang Bhawan Auditorium, Akashwani Bhawan in New Delhi.
In the first phase, the service will be available in Delhi, Mumbai, Chennai, Kolkata, Bengaluru and Hyderabad, as per the reports.
Alongside this, the department has also introduced a ‘48 Speed Post’ option, ensuring a D plus 2 (two-day) delivery timeline through dedicated processing and priority air transmission.
According to the India Post, the upgraded services come with features such as OTP-based secure delivery, end-to-end tracking with SMS alerts, and a Buy Now Pay Later (BNPL) facility for business users.
Bulk customers will benefit from free pickup, API integration and centralised billing, making the service more efficient for e-commerce and corporate clients.
The department has also announced a money-back guarantee in case of delivery delays, aiming to strengthen its premium express delivery services.
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