Yathish realised that gullible farmers were victims of middle-men or brokers, who used to misguide the producers with price, weighing, and demand pattern of the consumers.
In consultation with his Techie wife Shridevi D N and cousin Rajath Shetty, the trio initially launched a Whatsapp in 2016, ‘Tulu Nadu Organic Producers’ and aggregate the list of farmers and sellers (No Middlemen/Brokers). But in a matter of a year, the membership of the total participants drastically increased, Yathish and his team soon realised that they had to accommodate direct transaction and they had to evolve to a website to channelize the trade in a systematic manner. Subsequently on May 2018, they soon started the a portal https://www.localfarmers.in/ for collective marketing.
For more on this report by Team StoryInfinity read –Coastal Digest.