By Segun Adeyanju
In a shift away from traditional mandi markets, a growing number of Punjab farmers are turning their harvests into branded products-processing their crops and selling directly to consumers for higher returns.
Farmers like Hardeep Singh Jatana from Mansa district now run on-farm stores offering items such as wood-pressed oils and medicinal jaggery.
“We don’t believe in selling raw produce to mandis,” said Jatana, who grows 15 different crops and earns two to three times more by processing and retailing his produce.
In Gurdaspur, Gurdyal Singh grows turmeric on 10 acres and runs his own packaging facility.
His premium turmeric powder sells for up to ₹2,000 per kg, more than triple mandi rates.
“Returns can double or triple when farmers process their produce,” he said.
Others like Jagtar Singh in Ludhiana have turned to niche products.
After quitting his job as a driver, he now sells sugarcane juice directly, earning up to ₹6 lakh annually from just 1.25 acres.
These farmer-led ventures prioritize soil health, water conservation, crop diversity, and independence from middlemen.
Many, like Ravdeep Singh of Barnala, have cleared debts and built loyal customer bases through weekly direct-to-consumer markets.
“It’s about quality, consistency, and self-reliance,” said Amarinder Singh Punia, who markets his wheat flour and oils under the UPJ Farm Products brand.
The movement is not just about higher profits; it’s reshaping rural economies and redefining what modern farming looks like in Punjab.
