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SEWA Lilotri: Transforming Markets and Mindsets Since 1999

Screenshot 2024-09-11 122542

In 1999, amidst the bustling APMC Mandi (Agricultural Produce Market Committee) in Jamalpur, Gujarat, 120 shops thrived, yet only one was run by women—Shop No. 40. This shop, a modest but determined venture by SEWA marked the beginning of SEWA Lilotri. 

APMC Jamalpur, Ahmedabad
Male dominated Fruit and Vegetable Mandi in Jamalpur, Gujarat.

The traditional market chain starting with farmers followed by the two middlemen  – the traders and the brokers and then finally the vendors—often left women farmers with meager earnings, while middlemen took a significant share. Women farmers and vendors coming from nearby districts had to shoulder travel costs and also endure financial exploitation by these brokers. 

SEWA recognized the urgent need to remove middlemen from the equation. They purchased Shop No. 40 in the Jamalpur Mandi, creating the only women-run shop among 120 male-dominated ones. The objective was clear: empower rural women vegetable producers and vendors by providing a direct link to the market, ensuring they received fair prices for their produce.

Over two decades, SEWA Lilotri became a safe and fair hub for these women. By eliminating intermediaries, this shop enhanced the income of both growers and vendors. Shop No. 40 saw a surge in fair and transparent transactions, benefiting not just individual farmers, but entire communities. Dina ben, associated with SEWA Lilotri since 20 plus years – recalls an old tradition practiced at the Mandi in the late 1990s called Hath Paddhati.

Hathh Padhhati: From the Archives
Vendors use discreet hand signals to convey fruit and vegetable rates in the market.

Hath Paddhati (A hand based transaction) was a discreet communication method used by the traders and brokers to decide a price for the produce. This tradition involved using hand signals, such as raising a single finger to represent a 100-rupee note, to convey the rates, covering the hands of the negotiators. This tradition didn’t stop the women of SEWA Lilotri as they went ahead to do their sales – competing shoulder to shoulder with other shops at the APMC.

However, the arrival of COVID-19 posed new challenges. As markets shut down and face-to-face interactions shrunk, SEWA Lilotri had to rethink its strategy.

2019 also saw a lot of digital interventions taking place. SEWA Cooperative Federation recognised the rising demand for online purchases, particularly among working women who needed the convenience of door-to-door delivery. SEWA Lilotri, in its new phase, entered as a  WhatsApp-based quick commerce platform that began delivering fresh fruits and vegetables directly to consumers. 

SEWA Lilotri is a Whatsapp based quick commerce platform.
SEWA Lilotri is a Whatsapp based quick commerce platform.

With a sales figure hitting ₹6 lakh in the first quarter of this year alone, SEWA Lilotri has proven itself to be much more than just a delivery service. As Pujaben, Manager at SEWA Saamarth, explains, the platform’s success “lies in its core values: best quality, best rates, and on-time delivery.” Through simple digital interventions, SEWA Lilotri is carving out it’s own space in a market dominated by big players like Big Basket, Blink-It, and others. It not only puts more money into the hands of informal women workers but also ensures efficient delivery of quality produce to its customers.

This trust has been vital in building a roadmap for the future and boosting the confidence of the team. The platform now serves both B2B and B2C customers, including institutions like IIM, ISRO, and NABARD. As Aswari Amalkar from NABARD shares, she appreciates the “fresh vegetables, timely delivery, and good service.”

SEWA Lilotri delivering to it's customers
SEWA Lilotri’s success lies in its core values: best quality, best rates, and on-time delivery.

The journey of SEWA Lilotri is rooted in the dedication of women like Dinaben, Meghnaben, Shehnazben and others. From navigating the male-dominated APMC Mandi to scaling up the platform in the digital age, their stories reflect the spirit of SEWA. Today, the platform continues to evolve, adapting to new challenges while staying true to its mission of empowering women farmers. It has successfully transformed market trends and shifted public perceptions by establishing a women-led value chain.

Looking ahead, SEWA Lilotri aspires to expand its reach, offering more services and connecting even more women to the market.

For our readers in Ahmedabad get your fresh vegetables and fruits from SEWA Lilotri @ 9313599229.

SEWA Lilotri is a branch of SEWA Saamarth