An important initiative has been announced by Governor Acharya Devvrat on 27 February 2026 to promote chemical-free farming and direct farmer-to-consumer sales in Gujarat. Under this plan, 200 dedicated sales centers will be set up in Surat and Rajkot, aiming to make both cities major hubs for natural farming produce.
The main goal is to remove middlemen so that farmers receive better prices while consumers get fresh and authentic natural food. This direct connection between growers and buyers could reshape how chemical-free produce reaches city markets.
Key Features of the 200 Sales Centers
Direct-to-Consumer Model
Farmers practicing natural farming will be able to sell their products directly to urban buyers without going through traditional supply chains. These products include:
- Grains such as wheat, millet, and pulses
- Pulses like tuver, mung, and chana
- Seasonal fruits
- Fresh vegetables
By selling directly, farmers can avoid commission charges usually paid to traders and intermediaries. This means more money in the farmer’s pocket and lower prices for consumers compared to certified organic stores.
Focus on Surat and Rajkot
Surat and Rajkot have been selected in the first phase due to strong demand for organic and chemical-free food among city residents. Both cities have a large base of health-conscious consumers who prefer naturally grown produce.
The choice of these two cities also reflects their growing status as urban centers with purchasing power and awareness. If the model succeeds here, expansion becomes easier.
Certification and Trust
Produce sold at these centers will carry official natural farming certification. This will ensure that only genuinely chemical-free crops are sold under the natural farming label. The aim is to build consumer confidence and prevent misuse of the organic tag.
Trust is the biggest challenge in this sector. When consumers pay a premium for natural produce, they need assurance that they are getting what they pay for. The certification system addresses this concern.
Location Strategy
The centers will be established in high-footfall areas where visibility and accessibility are maximum:
- Near markets managed by Surat Municipal Corporation
- Major residential clusters in Rajkot such as Yagnik Road and Kalavad Road
Easy accessibility is expected to increase daily sales and awareness. When centers are located where people already shop, adoption becomes natural.
Sales Centers Overview
| Detail | Information |
| Total Centers | 200 |
| Cities | Surat and Rajkot (Phase 1) |
| Sales Model | Direct farmer-to-consumer |
| Products | Grains, pulses, fruits, vegetables |
| Certification | Official natural farming tag |
| Expansion Target | 500 centers by end of 2026 |
| Next Phase | Ahmedabad, Vadodara |
Broader Impact of the Initiative
Economic Benefit for Farmers
Governor Devvrat stated that removing middlemen could increase farmer income by an estimated 25 to 30 percent. This is a significant boost for small and marginal farmers who often struggle to get fair prices.
Currently, APMC intermediaries often take a commission of around 10 to 15 percent. Additional handling charges, transportation fees, and market margins further reduce what finally reaches the farmer. Direct selling can help farmers retain a larger share of the final price.
For a farmer growing vegetables or grains, this extra income could mean the difference between breaking even and making a profit. It could also encourage more farmers to transition to natural farming methods.
Health Benefits for Urban Consumers
Residents will gain access to produce grown under the Subhash Palekar Natural Farming method. This method promotes the use of natural inputs like Jeevamrut instead of chemical fertilizers or pesticides, reducing harmful residues in food.
Consumers concerned about pesticide residues in regular produce now have a reliable source for chemical-free alternatives. The direct connection also means fresher produce, since it doesn’t sit in wholesale markets for days before reaching shops.
Expansion Plan
The state government plans to expand the number of centers to 500 by the end of 2026. In the next phase, cities like Ahmedabad and Vadodara are expected to be included.
This phased approach allows for learning and adjustment. What works in Surat and Rajkot can be refined before scaling up.
How to Find These Centers
Most centers will be integrated with existing public infrastructure:
- District panchayat offices
- Dedicated “Prakritik Bazar” stalls
Details regarding exact locations and operational timings are expected to be announced soon. Farmers and consumers alike are waiting for this information to plan their participation.
Why This Move Is Important
This initiative supports multiple objectives that go beyond just buying and selling produce.
Higher farmer income – By eliminating middlemen, farmers capture value that previously went to traders. This makes farming more viable economically.
Greater food transparency – Certification and direct sales mean consumers know exactly where their food comes from and how it was grown.
Promotion of sustainable farming – When natural farming becomes profitable, more farmers will adopt chemical-free methods.
Stronger urban-rural economic connection – City residents support rural livelihoods directly, creating bonds that go beyond abstract market transactions.
If implemented effectively, the project could reshape how natural produce reaches city markets in Gujarat. For farmers, it offers better prices. For consumers, it offers healthier food. For the environment, it promotes sustainable agriculture.
The 200 centers in Surat and Rajkot are just the beginning. If this model works, similar initiatives could spread across the state and beyond.