--- title: "Two friends launch direct-to-consumer marketplace for farmers in India" url: https://projectchintan.com/article/direct-to-consumer-farmers-platform-huoki publisher: Project Chintan author: Project Chintan Newsroom section: Business published: 2026-09-02T07:00:41.253Z modified: 2026-09-02T09:30:05.758Z language: en-IN --- # Two friends launch direct-to-consumer marketplace for farmers in India Two college friends formed IFE Store in 2022 to cut out middlemen, allowing farmers to set prices and reach customers across India. The platform promises no commission, small packaging fees, and direct farm-to-consumer logistics. ## Key takeaways - IFE Store was launched in 2022 by Aniket Gharge and Jay Sidhpura to bypass middlemen and connect farmers with consumers. - The platform displays farmer-set prices with a flat Rs 10 packaging fee and stores products in Satara for courier dispatch. - Expansion reached over 15 Indian states and more than 20 farmers with 25+ product categories, serving around 340 customers. ## What Happened In 2022, Aniket Gharge and Jay Sidhpura launched IFE Store with the aim of connecting farmers directly to buyers, eliminating middlemen who previously earned a sizeable share of farm-gate revenue. The platform operates by having farmers register through social media contacts, after which Aniket visits the farms to verify products before listing them on the site. The displayed price for a product equals its cost to the farmer, and IFE Store charges a flat packaging fee of Rs 10 rather than a commission. Items are stored in Satara and dispatched via courier services. Since its inception, the operation has expanded beyond Maharashtra to more than 15 states, including Gujarat, Kerala, Karnataka, Uttar Pradesh, West Bengal and Assam, and now serves at least 20 farmers with a catalog of over 25 product categories, ranging from jaggery to spices. The platform has reportedly served around 340 customers. One farmer described a pre-platform arrangement where middlemen kept about 30 percent of the sale, with the farmer receiving roughly Rs 90 per kg while buyers paid Rs 120–150 per kg. ## Why It Matters The model claims to improve farmer earnings by removing intermediaries and offering price transparency to consumers. By extending reach to more than 15 states, the initiative potentially widens the market for regional products and may encourage value-added offerings, as suggested by the platform’s stated emphasis on diverse categories. The reported change in farmer income is described as a near-doubling within a year, indicating substantial shifts in revenue streams for participating producers. However, the model also faces logistical challenges, such as courier delays that require repeated follow-ups with buyers and farmers. ## Background The initiative grew from the experiences of Sachin Gore, a farmer cultivating sugarcane and turmeric on 3.5 acres, who faced profits being siphoned off by middlemen. The founders’ approach also draws on Gharge’s background: growing up in a farming family, later studying at college, working in Pune, and running a YouTube channel about farmers’ stories, which influenced the idea of creating a marketplace where good products can find buyers directly. ## Key Facts - Launch year of IFE Store: 2022 - Founders: Aniket Gharge and Jay Sidhpura - Business model: No commission on sales; Rs 10 packaging fee - Storage location: Satara - Delivery method: Courier service - Geographic reach: More than 15 states in India (including Gujarat, Kerala, Karnataka, Uttar Pradesh, West Bengal, Assam) - Number of farmers: At least 20 - Product categories: More than 25 (including jaggery and spices) - Customer base: Around 340 buyers - Reported impact: Farmer income nearly doubled within a year - Reported issue prior to platform: Middlemen taking about 30% commission; farmer received around Rs 90 per kg while market price was Rs 120–150 per kg ## What Happens Next The article does not specify formal next steps or timelines beyond the expansion to more states and the ongoing operation with a growing farmer network. The reported logistics challenges—courier delays and follow-ups—suggest potential areas for process optimization as the platform scales further. --- Canonical: https://projectchintan.com/article/direct-to-consumer-farmers-platform-huoki Reported from: Multiple Sources