Exotic vegetables, apples, colourful capsicum, flowers, cherries and maize from Himachal Pradesh will soon be available for sale in Big Bazaar outlets.

Mr Kishore Biyani, Chief Executive Officer, Future Group, signed a memorandum of understanding with Mr Prem Kumar Dhumal, Chief Minister, Himachal Pradesh, on Friday, for direct market linkage of agricultural and horticultural produce.

The retailer will buy the produce from Himachal Pradesh Horticultural Produce Marketing and Processing Corporation Ltd (HPMC) and sell through its outlets across the country.

Future Group will be a platform to promote ‘Brand Himachal' as it will reach out to a much larger customer base, said Mr Dhumal.

“This would benefit farmers at large as Big Bazaar will showcase the products in 85 cities and 60 rural locations across the country. The initiative will touch the livelihoods of 25,000 families in the State,” said Mr Dhumal.

Mr Biyani said: “Apples from Himachal are the most popular. We will try to add handicrafts and handlooms going forward.”

The group expects to generate business worth $200 million to $250 million in three to five years. By the end of the current financial year, Mr Biyani expects to generate Rs 100 crore worth of business through the sale of Himachal products. “We have to develop the supply chain and ensure the quality of the produce.”

The retailer is in talks with companies from Israel and New Zealand for technology tie-ups that would help strengthen the supply chain.

“Most of the wastage that happens today is due to the lack of proper handling and because there is no retail outlet. We have to work in collaboration to improve it,” he said.

The retailer is also looking to market its products in North American and West Asian countries but nothing has firmed up yet, said Mr Biyani.

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