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3 min read

Middlemen to Markets: Maa Kaluni’s Mango Story

Kankadahad Block, Dhenkanal District, Odisha
Collective Marketing
Agri-value chains
Members of the Maa Kaluni Producer Group sorting and grading mangoes.

The women of the Maa Kaluni Producer Group grew mangoes with care for years, but their hard work rarely paid off. Selling through middlemen kept their income low – until they decided to sell together instead.

Despite the region’s strong mango production, the group’s income stayed limited. Selling through local middlemen meant low prices, and without proper pest management or market knowledge, the women couldn’t capture the full value of their harvest.

The group took part in a value chain training programme, learning scientific grading, sorting, and post-harvest handling, along with what buyers in bigger markets look for. They began presenting their produce differently – and started selling collectively instead of individually, pooling produce to connect directly with wholesale buyers in Bihar, Jharkhand, and Uttar Pradesh.

Mangoes from Kankadahad soon reached buyers as far as Italy and England – a first for this group of smallholder women farmers. Selling collectively also meant better prices: the group now earns nearly three times what they used to get through middlemen, with transparent deals and payments on time.

Outcomes at a glance
Earnings
Nearly 3x more than through middlemen
New markets
Bihar, Jharkhand, Uttar Pradesh
Export reach
Mangoes sold to Italy and England
Skills gained
Grading, sorting, post-harvest handling
Payments
Transparent deals, on time
“Together, we turned small opportunities into sustainable livelihoods. Today, we farm with confidence, earn with pride.”
– Parbati Mohanta, 45, Bam village

The Maa Kaluni Producer Group is now known across the block for what women farmers can achieve together – inspiring other groups to follow the same path.

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