The Times has picked up on a project we launched through the innovation group at Reuters. Called Market Light it will provide farmers with price and weather information to help them get better prices for their primary products. The Indian agricultural market is beset with information problems throughout the supply chain which leads to poor prices for farmers, heavy intermediation and tremendous wastage (some 30 to 40% of vegetables rot, for examples) throughout the supply chain.
This is a fantastic opportunity to create a business addressing these information problems. Even with the increasing march of cellphones in India, particularly in the rural market, it’s non-trivial to address the customer problems in this market, so kudos to Amit and his team for getting their teeth into it.