Now, pre-paid cards for fresh vegetables

By Asit Srivastava, IANS
Saturday, January 22, 2011

LUCKNOW - Pre-paid cards are soon to cover packed, garden fresh vegetables. Kaushlendra, an alumnus of Indian Institute of Management-Ahmedabad (IIM-A), is getting set to launch it in Lucknow.

Kaushlendra, whose project of selling vegetables through ice-cooled push-carts became a hit in Bihar, told IANS that his new ORVEM (Organised Vegetable Marketing) project will be based on pre-pard cards for buying vegetables.

“It will take at least a month for us to start the service in Lucknow,” he said while launching the push-cart service for the city’s customers.

“Initially, we will be launching the pre-paid cards of denominations of Rs.500 and Rs.1,000 only. The cards will be available with our cart vendors. Customers can either purchase them directly from the vendors or call up our office. The cards will be delivered at their doorstep,” he added.

Kaushlendra claimed that pre-paid cards will help customers avoid the usual rush in the busy markets and will also offer additional services.

“We plan to introduce a scheme for extra purchase on every pre-paid card for customers opting for cards of Rs.500 and Rs.1,000. Additional quantity will be given, but within certain limits,” said Kaushlendra, who hails from Nalanda district in Bihar.

“Our upcoming project will surely become quite popular as it will make vegetable shopping easy and simple. l think housewives will particularly like the project as they normally face the task of selecting fresh vegetables and fruits before purchasing them,” he added.

The ORVEM pre-paid cards will also have validity period, Kaushlendra said.

He launched the ORVEM with the assistance of the Uttar Pradesh Rajya Kisan Mandi Parishad (UPRKMP). Under ORVEM, Lucknow residents can purchase cleaned and packed vegetables and fruits from the 15 carts that will move in different areas of the city.

“All the carts are fibre-bodied with mechanism to preserve vegetables and keep them fresh for a longer period in temperatures ranging from 8-16 degrees Celsius,” an ORVEM official said.

Vegetables in these carts are procured directly from the farmers of Lucknow and adjoining districts.

“As of now, 500 farmers from Lucknow and six neighbouring districts are associated with us. We directly purchase their farm produce that is later stored in our collection centres,” said Kaushlendra.

Additional director for administration Nikhil Chandra Shukla said: “The best thing about the ORVEM programme is that the farmers are able to sell their produce directly. No middlemen are involved and hence they get good returns. Customers too get good quality vegetables.”

(Asit Srivastava can be contacted at

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