TOTAS MARKETING LLP

In their own words

TOTAS MARKETING LLP is a supply chain startup in horticulture sector with a focus on arecanut crop. Based in Karnataka, the company aims to improve farmer livelihoods by ensuring farmers receive larger share of value generated from their produce. Arecanut is widely used across India for pan chewing, and traditional ceremonies, and is mainly cultivated in southern states. The sector plays a vital role in India’s rural economy, with 9.8 lakh hectares area, 15.3 lakh tonnes production, and market value of ₹60,000 crore. 7 lakh farming families depend on arecanut cultivation, 6 crore people earn their livelihood through various activities. The arecanut supply chain faces several challenges. The traditional market involves multiple intermediaries like commission agents, traders, booking agents, wholesalers, and regional distributors before the product reaches retailers. This long chain reduces the share of farmer income. Market volatility, caused by hoarding and speculative trading due to the crop’s long shelf life, creates price uncertainty for farmers. Issues of adulteration with artificial colors, stimulants and tobacco reduce consumer trust in the product. Due to the presence of multiple intermediaries, tax evasion and informal transactions are common in trade. TOTAS aims to address these challenges by modernizing the supply chain through digitalization, direct market access, and value chain. The company plans to build a digital platform and mobile application to manage inventory, logistics, demand forecasting, and transparency. Connecting retailers directly will eliminate 2-3 intermediaries and improve margins for farmers. Improved forecasting and planning will bring greater stability and predictability to the market. Thus, encouraging farm gate processing and quality assurance. TOTAS, in the long term, through digitalization and value chain innovation, seeks to transform the traditional arecanut trade into a modern and sustainable agricultural ecosystem.

Written by the company on its public Startup India profile. Not verified by us.