The Telegraph
Tuesday , May 20 , 2014
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Walk into a green mart near your home

- Veg Fed to open five stores within a fortnight, 10 more to come up

The Ranchi homemaker, who could enjoy the service of doorstep delivery of vegetables for barely two months last year, has another option now.

Jharkhand State Adivasi Co-operative Vegetable Marketing Federation Limited (Veg Fed), which could not make its home service of fresh greens a success, has come up with outlets for selling vegetables at cheap prices, thus sparing the residents the hassles of visiting markets and haggling with unscrupulous vendors.

To begin with, the Veg Fed stores called Veg Fresh have come up at five places across the state capital — Sidho Kanho Park, Ashok Nagar, Rajendra Chowk, Hinoo Chowk and Bariatu — at a cost of Rs 10 lakh each.

Almost ready with freezers and separate racks for fresh vegetables and fruits, they will be opened within a fortnight while 10 more will be constructed in the coming days.

Homemakers can rest assured that the prices will be far lower than that of the market as Veg Fed officials will directly procure the greens from 400 farmers of Lohardaga Vegetable Grower Cooperative Society, which will manage the five outlets.

What’s more, Veg Fed is again making an effort to re-launch its home service as the new stores will also have carts that will deliver vegetables and fruits on the doorsteps of Ranchi residents.

“We floated a tender two months back and selected the Lohardaga-based society to run them. As for the remaining 10, we need to float a fresh tender. Once that’s done, we will identify the places where they will come up,” said managing director of Veg Fed Surendra Singh.

The project cost is estimated to be Rs 1.5 crore.

“We incurred an expenditure of Rs 10 lakh for construction and installing facilities at each outlet. Each Veg Fresh store will also have 10 vendors with carts, who will take fruits and vegetables to households,” he added.

The MD explained they chose to experiment with the outlet option instead of only reviving the home delivery service as residents of the capital have been found to prefer retail stores like Reliance Fresh to going to the dirty marketplaces.

Homemakers are looking forward to the new experience. “If Veg Fed outlets are promising to give us fresh items at cheaper rates, then it’s a good deal,” said Bariatu-based Nimmi Kumari.

20ran vegfed: A Veg Fresh outlet ready for launch near Sidho Kanho Park in Ranchi on Monday. Picture by Hardeep Singh