Meghalaya Collectives
MEGHALAYA
Beneficiary Oriented Solution - State
Agriculture
Published By: SeMT
Meghalaya Collectives is a Govt of Meghalaya's initiative towards collective marketing of products of small-scale farmers.
Meghalaya is nurturing various collectives in the form of cooperatives, SHGS, producer groups and other participatory grass root societies engaged in value chain development of niche products such as turmeric, ginger, fresh fruits, honey and spices etc. These are known for its low chemical pesticide and fertiliser content.
Through this initiative, MSAMB seeks to create a strong statewide brand identity, enhance market visibility, and enable farmers to secure better prices, sustainable livelihoods, and equitable growth.
Project Details
Brief Background
Meghalaya is predominantly agrarian. Many farmers are small and marginal, and production is characterized by diversified cropping, often in home gardens or small plots.
The state has been nurturing various grassroots collectives: cooperatives, Self Help Groups (SHGs), producer groups, etc., particularly in value chains of niche products- turmeric, ginger, honey, spices, fresh fruits, etc. These are often distinguished by low chemical input practices.
Recognizing that these collectives require support beyond production especially in aggregation, branding, market access, and price realization- the state government initiated coordinated interventions: grants, interest-free loans, capacity building, bank linkage, primary processing centres, market linkages, and so on.
To unify these scattered efforts and create a cohesive market identity, the government conceived the brand “Meghalaya Collectives”. MSBMA will serve as the nodal agency to coordinate among stakeholders and promote the brand.
The brand is envisioned to sit above multiple products and collectives, offering a common identity, credibility, quality assurance, and marketing thrust.
Objective
The overarching goal of Meghalaya Collectives is to build a sustainable, inclusive, and market-driven agricultural ecosystem that benefits small producers.
Specific Objectives:
1. Brand Unification:
Create a single, trusted brand (“Meghalaya Collectives”) to represent Meghalaya’s diverse agricultural produce.
2. Market Access:
Strengthen linkages between producer collectives and markets, ensuring fair prices and reduced intermediary dependence.
3. Value Chain Development:
Promote value addition through local processing, packaging, grading, and branding.
4. Capacity Building:
Equip collectives with knowledge and skills in production, marketing, quality standards, and business management.
5. Sustainability:
Encourage eco-friendly and low-chemical agricultural practices for long-term soil and environmental health.
6. Integration & Coordination:
Enable convergence between various government departments, financial institutions, and private partners under the stewardship of MSAMB.
Benefits
1. For Farmers and Collectives
Improved market access and better price realization.
Enhanced bargaining power through aggregation and collective marketing.
Opportunities for value addition and local employment in processing and packaging.
Access to financial support, training, and modern infrastructure.
Increased visibility and credibility through association with a government-backed brand.
2. For Consumers
Availability of authentic, high-quality products sourced directly from Meghalaya’s farmers.
Traceable and trustworthy supply chains with low chemical input produce.
Greater diversity in products — from turmeric and ginger to honey and fresh fruits.
3. For the State and Government
Strengthened rural economy and livelihoods through collective enterprise.
Creation of a statewide brand identity showcasing Meghalaya’s agricultural excellence.
Promotion of inclusive and sustainable development in the agri-value chain.
Improved coordination and efficiency across government programs and farmer initiatives.
Implementation Methodology
The implementation of Meghalaya Collectives follows a mission-mode, phased approach, integrating institutional, financial, and infrastructural interventions: Phase 1: Planning & Branding
Develop brand identity, quality standards, guidelines, and operational frameworks. Phase 2: Identification & Onboarding
Map and onboard existing cooperatives, SHGs, FPOs, and producer groups under the Meghalaya Collectives brand. Phase 3: Capacity Building & Standardization
Train collectives in good agricultural practices, quality control, packaging, and marketing. Phase 4: Infrastructure Development
Establish primary processing, aggregation, and storage centers across clusters. Phase 5: Market Development & Linkages
Facilitate tie-ups with Private layer, wholesalers, retailers, institutional buyers, and online platforms. Phase 6: Quality Monitoring & Expansion
Regular monitoring, certification, and brand compliance; scale up to more districts and commodities. Key Enablers:
Digital Platform: Online marketplace and traceability tools to promote direct sales and transparency.
Brand Promotion: State and national-level campaigns, trade fairs, exhibitions, and buyer-seller meets.
Financial Support: Interest-free loans, grants, and subsidies to strengthen collective operations.
Quality Assurance: Standardized packaging, labelling, and certification under the brand.
Partnership Ecosystem: Collaboration with government departments, research institutions, private partners, and export agencies.
