Instamart is expanding its Northeast India sourcing network, opening new consumer markets for distinctive regional fruits and vegetables while seeking to strengthen demand for farmers and Farmer Producer Organisations (FPOs). The initiative has started with premium Meghalaya pineapples, sourced through Jirang Organic Agro Farmer Producer Company and air-freighted to Bengaluru. The move gives growers access to markets beyond the Northeast and traditional wholesale markets in Delhi.
Meghalaya Chief Minister Conrad K. Sangma has recognised the initiative as a step towards strengthening market linkages for the state’s farmers and showcasing Meghalaya’s agricultural identity nationally. Instamart Chief Business Officer GautamSwaroop said the company’s reach could help bring the Northeast’s high-quality produce to consumers across India while creating new opportunities for farmers and producer organisations. Jirang Organic Agro Farmer Producer CEO IbaThangkhiew said the partnership provides rural farmers access to premium markets and could improve livelihoods.
The expansion could strengthen Meghalaya’s agricultural market by creating additional demand for premium produce, improving visibility for local growers and connecting regional supply with higher-value national consumption centres. It may also encourage stronger FPO-led supply chains and support more sustained demand for Meghalaya’s farm products.Over the next 12 to 24 months, Instamart sellers plan to expand sourcing through FPOs, farmer collectives and regional agencies. Products being evaluated include Meghalaya’s Khasi Mandarin, Assam’s KarbiAnglong Ginger and Tezpur Litchi, and Manipur’s Kachai Lemon, along with kiwi and garlic. Instamart’s fresh-produce network already works with 430+ FPOs and reaches over 10,000 farmers nationwide.