Washim Farmer's Success: Selling Turmeric Powder Direct-to-Consumer Boosts Income 📈

A Blueprint for Farmer Prosperity: Selling Processed Produce Directly to the Consumer

In a time when farmers nationwide grapple with low returns and market volatility, Shivaji Kurhe, a progressive turmeric farmer from Washim district, Maharashtra, is pioneering a profitable solution. By taking the revolutionary step of processing his own turmeric and selling the powder directly to consumers, Kurhe has managed to significantly boost his income, setting an inspiring example for the entire agricultural community.

The Problem with the Traditional Market

Like many farmers, Kurhe found the traditional market system to be restrictive and financially unrewarding. The low purchase price offered by traders kept his profit margins slim, despite the high quality of his produce.

“When I sell directly, the profit margin is better,” explains Shivaji Kurhe. “If I sell it in the market, I get a lower rate because the traders buy it cheap. Currently, the rate of turmeric is ₹13,000 per quintal, that’s ₹130 per kg. But when I grind and sell it directly, the profit is more – I can sell it at ₹300 per kg.”

The difference is stark: a direct-to-consumer model is helping him more than double his earnings per kilogram.

🛠️ From Raw Produce to Value-Added Product

To execute this successful shift, Kurhe invested strategically in his farm operation. He purchased a tractor and installed an essential grinding machine, enabling him to manage the entire value chain—from harvest to final product. This vertical integration allows him to bypass middlemen and capture the profit that typically goes to processors and traders.

He now successfully sells nearly 50 kg of high-quality turmeric powder every day, proving the model is both scalable and sustainable.

Shivaji Kurhe, a turmeric farmer from Maharashtra's Washim cuts out middlemen, sells directly to consumers for better profits.

He now sells around 50 kg of turmeric powder directly to consumers every day. pic.twitter.com/NwppvyPKmT
— News Arena India (@NewsArenaIndia) December 10, 2025

Consumers Demand Authenticity

Kurhe’s success isn’t just about higher earnings; it’s also built on trust and quality. His Salem-variety turmeric has become a sought-after product, especially in cities like Chhatrapati Sambhajinagar, where customers prioritize authenticity.

“Buying from the farmer ensures that we get desi and authentic turmeric, because the turmeric sold in the markets is adulterated,” says Sandhya Wahmare, a loyal customer. She adds that the product is a “100 per cent” match for the desired authentic turmeric colour, which is why she buys in bulk for the entire year.

This consumer validation highlights a critical market opportunity for farmers: the growing public demand for pure, unadulterated food delivered directly from the farm.

A Mutually Beneficial Model for Bharat Kheti

The direct-to-consumer model championed by Shivaji Kurhe is a classic win-win situation:

For the Farmer: Higher financial returns, greater control over the supply chain, and direct customer feedback.
For the Consumer: Guaranteed authentic, high-quality produce delivered directly to their doorstep.

Kurhe’s thriving enterprise is a powerful motivation for other farmers. It demonstrates that with smart investment in processing and a customer-centric delivery strategy, farmers can transform themselves into successful farmer-entrepreneurs, securing better livelihoods for their families and providing pure products for the nation.