Introduction:-

The Rythu Rakshana Program is a groundbreaking initiative led by Baki Bairi Reddy, designed to protect and empower farmers by ensuring fair prices, direct market access, and sustainable agricultural practices. With agriculture being the backbone of India’s economy, millions of small and marginal farmers struggle with low incomes, market exploitation, and post-harvest losses. This program aims to address these challenges by creating direct marketing linkages, eliminating middlemen, and establishing village-level retail networks to guarantee better earnings for farmers and affordable food for consumers.

Aim:-

The Rythu Rakshana Program ensures fair and stable prices for farmers' produce, protecting them from market fluctuations, middlemen exploitation, and financial distress. This initiative aims to create a sustainable, farmer-friendly ecosystem that enhances agricultural profitability and strengthens rural economies.

OBJECTIVES:-

1. Fair Price Assurance

Implement a Minimum Guaranteed Price (MGP) model to protect farmers from low market prices.
Facilitate direct procurement from farmers through Farmer-Producer Organizations (FPOs) and cooperative societies.

2. Market Linkage & Elimination of Middlemen

Establish direct farmer-to-consumer (F2C) and farmer-to-business (F2B) marketing channels.
Promote contract farming agreements with food processing units and retail chains.

3. Agri-Tech & Digital Platforms

Develop an online marketplace where farmers can list their produce for competitive pricing.
Provide real-time price updates, demand forecasting, and crop advisory services.

4. Direct Village Market Network

Establish dedicated stores, such as Boudhmarg Public Help Desk and Aasara Stores, in every village with direct marketing linkages and POS counters for seamless farmer-to-consumer transactions.

5. Storage & Logistics Support

Set up community storage units and cold chain facilities to reduce post-harvest losses.
Offer subsidized transport services to ensure quick delivery to markets.

6. Financial & Insurance Support

Facilitate zero-interest crop loans through cooperative banks and SHG networks.
Provide crop insurance coverage to mitigate risks from natural calamities and price crashes.

7. Sustainable Farming & Value Addition

Promote organic and natural farming practices for better pricing and sustainability.
Support value-added processing to increase farmer incomes.

8. Policy Advocacy & Farmer Welfare

Work with government agencies to strengthen MSP implementation and ensure timely procurement.
Advocate for farmer-centric policies, subsidies, and legal protections.

Rythu Rakshana Programme conducted by Jal Jeevan and Women Empowerment Society associated with Janani Foundation, Hyderabad