Beyond the Mandi: Rethinking Local Produce Logistics
Why we decided to step away from the traditional wholesale markets to sell our father's vegetables directly to the community.
The traditional agricultural supply chain in India is inherently disconnected. A farmer spends months tending a crop, only to haul it to the local mandi (wholesale market) where intermediaries dictate the price, often leaving the grower with a fraction of the actual value. Furthermore, the produce is immediately mixed, losing any trace of how carefully it was grown.
Our father has been a lifelong student of the land. His dedication to cultivating seasonal vegetables without harsh chemical inputs is the bedrock of Goshizen’s agricultural efforts. Recently, we decided to completely bypass the mandi system.
We are establishing a direct line to our local community. Selling directly introduces a new set of system challenges, but it restores accountability. When produce doesn’t need to be bred simply to survive rough transport in overloaded trucks, we can focus on regional varieties that prioritize flavor, nutritional density, and soil health.
However, managing a direct-to-consumer farm stand requires predictable harvesting, inventory management, and clear communication. We are currently building lightweight software utilities within Jinova Systems to handle these logistics—using simple interfaces that don’t add administrative bloat to the physical work of farming.
The goal is not infinite scale or dominating a market. The goal is a localized, sustainable loop: healthy soil produces quality vegetables, the community receives better food, and the farm achieves financial independence without relying on a broken wholesale system.