Srinivasan M

Srinivasan M

Green Tea Leaves - Market Linkage

After losing his job in the private sector due to the pandemic, Srinivasan returned home to Hulical, a village in the Nilgiris district of Tamil Nadu. Having turned 30 that year, Srinivasan wanted a stable source of income free of the fear of corporate layoffs.After being certified as an agri-entrepreneur by NIAM* and AEGF†, he sensed an opportunity in the value chain for green tea leaves. The smallholder farmers (SHFs) in his area were selling their leaves to private agents, earning paltry sums between frequent price changes. Moreover, problems with weighing, standardization and travelling long distances for sales meant decreasing profits.Srinivasan worked on establishing market linkages. He started by collecting and directly supplying 1500-2000 kilograms of green tea leaves from 80 smallholders to the tea factories in the Nilgiris district. By bypassing the brokers, he offered the SHFs better prices and built a good rapport with them. He organised meetings between the tea factory officials and his clients, with the former guiding the latter on how to improve their plucking techniques. Today, Srinivasan is managing a large network of leaf growers and helping them improve their yields and profits.*National Institute of Agricultural Marketing †Agri-Entrepreneur Growth Foundation

State : Tamil Nadu

Gender : Male

Sector : Agriculture & Forestry

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Refered by

AEGF