In a bid to eliminate the middlemen, and boost employment amongst people in the rural area, National Rural Livelihood Mission (NRLM) has launched a new initiative, that takes their products directly to prominent markets in Lucknow. These markets include: Bhoothnath market, Patrakarpuram, Rumi Gate, Jawahar Bhawan and Janpath Market. With this, the makers of these products will not just have full control over their products, and the prices but also get familiar with the consumer markets of Lucknow.

Going back to the basics

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With everything going organic these days, from cosmetics to the food we consume, its unfortunate that the very people and places that these products claim to promote, often get side-lined in the whole process. While organic honey might cost you a bomb online, the sad reality remains that the very people who make this product get to have an extremely low share of the pricing. With big brands retailing a ‘clay pot’ at 900 or even more online, the question remains, how much of this really does go to the potter?

With NRLM's progressive move and the middlemen gone, makers of these products will get to sell and advertise their products in the main markets of Lucknow. The progressive scheme not only gives the consumer the power over their product and its market but introduces them to the market scene of the city.

Lucknow's busiest markets to get busier

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Reportedly, these markets will have permanent outlets for the sale of the rural sector’s products. In the initial phase, products like multigrain flour, mustard oil, porridge, ghee, gram flour and other grocery items like incense sticks, candles, spices, pickles and papad will be sold in these outlets. Apart from this, NRLM has also mandated that the products should also be sold at the block and tehsil level for maximum reach.