Daspalla: (Report- Subash Chandra Barik): Nestled along the bustling National Highway 57 (NH-57), connecting Khordha to Balangir in Odisha, lies a vibrant testament to resilience and direct commerce. Just beyond the Buguda bus stand, roughly 16 kilometers from Daspalla, a remarkable scene unfolds year-round. Here, amidst a predominantly tribal and Dalit community, local farmers bring the bounty of their hard work directly to the roadside, creating a dynamic, open-air market that thrives on freshness and affordability. 
This stretch of highway has become synonymous with the seasonal abundance cultivated by the smallholder farmers of the region. Driven by generations of agricultural knowledge, they nurture diverse produce in their backyard gardens. The offerings change with the rhythm of the seasons: plump brinjals (eggplants), crisp okra, earthy root vegetables like yams, native potatoes, dangling gourds, pointed gourds, ridge gourds, fragrant mangoes, sturdy plantains (bananas), and an impressive array of leafy greens (saag). Beyond cultivated crops, the richness of the surrounding forests also finds its way to the roadside – wild honey, tangy tamarind, jungle mangoes, nourishing asparagus (shatavari), and various other forest-derived treasures.
However, the vibrant display masks a harsh economic reality. For years, these farmers, often lacking bargaining power and access to larger markets, were trapped in an exploitative cycle. Local traders would purchase their freshly harvested produce at shockingly low prices, only to transport it to major urban centres like Cuttack and Bhubaneswar. There, the same vegetables and fruits would be sold at significantly inflated rates, generating substantial profits for the middlemen. While the traders prospered ("turning red with profit," as the original poignantly states), the farmers, whose sweat and toil brought forth the harvest, received meagre compensation – far below the true value of their labour. They bore the brunt of the inequitable supply chain, working tirelessly yet struggling to secure a fair livelihood.
Confronting this systemic disadvantage head-on, the farmers of Daspalla and surrounding villages made a bold decision: cut out the middleman. They began bringing their harvests directly to the highway's edge. This roadside initiative became their marketplace, their platform for asserting control over their produce and its pricing. By selling directly to passing travellers and local customers, they aimed to capture a larger share of the consumer rupee, ensuring their hard work yielded a more just reward.
The timing of the article highlights a particularly significant season: the Raja festival. Celebrated across Odisha, Raja marks the onset of the monsoon and is a time of joy, relaxation, and specific culinary traditions. A key feature of Raja festivities is the consumption of ripe jackfruit (panasa). The demand for this large, sweet, pulpy fruit surges dramatically during this period.
Recognizing this seasonal opportunity, the farmers have strategically amplified their roadside offerings. Now, alongside their usual diverse array, mounds of freshly harvested jackfruit dominate the scene. They showcase various indigenous varieties prized for their unique flavours and textures: the robust Deshi Panasa (local variety), the delectable *Khajura Panasa* (often considered superior), and the substantial Dorua Panasa. Understanding the festival demand and their own need for immediate, fair returns, they price these jackfruits at remarkably affordable rates.
The impact of this direct-sale model is palpable. For travellers journeying along NH-57, the roadside market near Buguda is a welcome discovery. Motorists, bus passengers, and locals stop to buy not just jackfruit, but also incredibly fresh, seasonal vegetables and fruits. A major attraction is the assurance of quality – this is produce grown without heavy reliance on chemical fertilizers or pesticides, nurtured in small, traditional gardens. The sight of travellers happily purchasing bags full of fresh, tree-ripened mangoes and large segments of sweet jackfruit at minimal cost is common. They relish the taste and the knowledge of buying directly from the source.
For the farmers, this initiative is more than just sales; it's a crucial step towards economic dignity. Selling directly allows them to earn significantly more per unit than they would receive from the traders. Every jackfruit or bag of vegetables sold by the roadside represents income that stays within their community, directly benefiting their families. It empowers them economically and fosters a sense of agency over their livelihoods. The highway, once just a thoroughfare, has transformed into a vital economic lifeline.
As the Raja festival buzz fills the air, the roadside near Buguda bustles with activity. It stands as a vibrant symbol of local enterprise and a direct challenge to unfair market practices. The farmers, with their diverse, fresh, and affordable produce – especially the celebrated jackfruit – are not just selling goods; they are cultivating hope and building a more sustainable future, one direct sale at a time. Their resilience and initiative offer a powerful model for empowering small-scale agricultural communities across the region.
This stretch of highway has become synonymous with the seasonal abundance cultivated by the smallholder farmers of the region. Driven by generations of agricultural knowledge, they nurture diverse produce in their backyard gardens. The offerings change with the rhythm of the seasons: plump brinjals (eggplants), crisp okra, earthy root vegetables like yams, native potatoes, dangling gourds, pointed gourds, ridge gourds, fragrant mangoes, sturdy plantains (bananas), and an impressive array of leafy greens (saag). Beyond cultivated crops, the richness of the surrounding forests also finds its way to the roadside – wild honey, tangy tamarind, jungle mangoes, nourishing asparagus (shatavari), and various other forest-derived treasures.
However, the vibrant display masks a harsh economic reality. For years, these farmers, often lacking bargaining power and access to larger markets, were trapped in an exploitative cycle. Local traders would purchase their freshly harvested produce at shockingly low prices, only to transport it to major urban centres like Cuttack and Bhubaneswar. There, the same vegetables and fruits would be sold at significantly inflated rates, generating substantial profits for the middlemen. While the traders prospered ("turning red with profit," as the original poignantly states), the farmers, whose sweat and toil brought forth the harvest, received meagre compensation – far below the true value of their labour. They bore the brunt of the inequitable supply chain, working tirelessly yet struggling to secure a fair livelihood.
Confronting this systemic disadvantage head-on, the farmers of Daspalla and surrounding villages made a bold decision: cut out the middleman. They began bringing their harvests directly to the highway's edge. This roadside initiative became their marketplace, their platform for asserting control over their produce and its pricing. By selling directly to passing travellers and local customers, they aimed to capture a larger share of the consumer rupee, ensuring their hard work yielded a more just reward.
The timing of the article highlights a particularly significant season: the Raja festival. Celebrated across Odisha, Raja marks the onset of the monsoon and is a time of joy, relaxation, and specific culinary traditions. A key feature of Raja festivities is the consumption of ripe jackfruit (panasa). The demand for this large, sweet, pulpy fruit surges dramatically during this period.
Recognizing this seasonal opportunity, the farmers have strategically amplified their roadside offerings. Now, alongside their usual diverse array, mounds of freshly harvested jackfruit dominate the scene. They showcase various indigenous varieties prized for their unique flavours and textures: the robust Deshi Panasa (local variety), the delectable *Khajura Panasa* (often considered superior), and the substantial Dorua Panasa. Understanding the festival demand and their own need for immediate, fair returns, they price these jackfruits at remarkably affordable rates.
The impact of this direct-sale model is palpable. For travellers journeying along NH-57, the roadside market near Buguda is a welcome discovery. Motorists, bus passengers, and locals stop to buy not just jackfruit, but also incredibly fresh, seasonal vegetables and fruits. A major attraction is the assurance of quality – this is produce grown without heavy reliance on chemical fertilizers or pesticides, nurtured in small, traditional gardens. The sight of travellers happily purchasing bags full of fresh, tree-ripened mangoes and large segments of sweet jackfruit at minimal cost is common. They relish the taste and the knowledge of buying directly from the source.
For the farmers, this initiative is more than just sales; it's a crucial step towards economic dignity. Selling directly allows them to earn significantly more per unit than they would receive from the traders. Every jackfruit or bag of vegetables sold by the roadside represents income that stays within their community, directly benefiting their families. It empowers them economically and fosters a sense of agency over their livelihoods. The highway, once just a thoroughfare, has transformed into a vital economic lifeline.
As the Raja festival buzz fills the air, the roadside near Buguda bustles with activity. It stands as a vibrant symbol of local enterprise and a direct challenge to unfair market practices. The farmers, with their diverse, fresh, and affordable produce – especially the celebrated jackfruit – are not just selling goods; they are cultivating hope and building a more sustainable future, one direct sale at a time. Their resilience and initiative offer a powerful model for empowering small-scale agricultural communities across the region.
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