Taaza Plaza launched in Maharashtra

Unique initiative to bridge gap between farmers and the end consumers launched

-          Sourcing from local farmers will result in fresh produce being made available to consumers

-          Local farmers to get better price for their produce by selling directly to company representatives

-          Over 250 “Taaza Plaza” vans to be launched all over Maharashtra in the next 24 months



On the launch of Taaza Plaza, Radhakrishna Eknathrao
Vikhe Patil, Minister for  Agriculture and Marketing,
L-R: Add Chief Secretary Dr. S.K. Goel, Sharmila Banerjee,
Founder, ED & CEO, Taaza Plaza & Amith Aggarwal,
Promoter & Director, Taaza Plaza & Co-Founder &
Exe Dir.StarAgri Collateral Management Ltd address'g media

Mumbai Oct 19th 2013(Sailesh Gandhi): Taaza Plaza, a unique ‘retail store on wheels’ concept was launched in Mumbai on Wednesday by Shri Radhakrishna Eknathrao Vikhe Patil, Hon. Minister for  Agriculture and Marketing.  

Taaza Plaza is a Public Private Partnership (PPP) between Star Agriwarehousing & Collateral Management Ltd. (StarAgri) along with Fuzion Inc. Pvt. Ltd. (Fuzion) and the Maharashtra State Agriculture Marketing Board (MSAMB). It is built on the model of sourcing directly from farmer groups across agri-states and making fresh produce available to the end consumer by bypassing intermediaries.

Each state-of-the-art van is designed keeping in mind Indian weather conditions where vegetables, fruits and other FMCG products are stored in a smart climate controlled mobile environment. The “retail on wheels” shops visit housing societies and similar busy intersections where common people like homemakers can buy their daily produce without actually travelling to a super-market. The brand promises Convenience and Purity (freshness) at competitive prices.

In the next 24 months the company plans to launch a total of over 250 Taaza Plaza vans across the state. Currently the mobile retail vans serve Mumbai, Thane and Navi Mumbai, including Virar, Vashi, Panvel, Nerul and Dombivali. 

Inaugurating the initiative, Shri Radhakrishna Eknathrao Vikhe Patil, Hon. Minister for  Agriculture and Marketing said, “The Maharashtra Government is committed to the welfare our farmer brethren and we believe a direct sourcing model will benefit them. With the rising prices of essential foods, especially vegetables and fruits, it is our endeavour to keep prices under control. Thus, consumers get their daily needs and farmers get best price realisation. We look forward to making Maharashtra one of most competitive and farmer friendly agri-states.” 

Additional Chief Secretary Dr. S.K. Goel said, “Public Private Partnerships like Taaza Plaza is the way forward to create a ‘win-win’ model that is inclusive and not only empowers our farmers but also helps customers get fresh food at great prices. In Mumbai this unique concept will bring the retail store to your doorstep. MSAMB will facilitate ideas like this which help our farmers gain economic prosperity.” 

Ms. Sharmila Banerjee, Founder, ED and CEO, Taaza Plaza said, “First, we would like to thank Shri Radhakrishna Eknathrao Vikhe Patil, Hon. Minister for Agriculture and Marketing for blessing the idea that is today called Taaza Plaza. Without the support of the state government, MSAMB and other local authorities, it would not have been possible to launch this project. Our business model will help in stabilising prices of daily commodities in the long run. Partnering farmers to create a transparent and honest business model is a key to the success of our business. We look forward to growing into a pan India brand servicing customers across various states in the next 36 months. Through Taaza Plaza, we aim to create a robust supply chain of fruits, vegetables and commodities through mobile vans and to bring our products and services at the doorsteps of the customer at fair prices across the nation.” 

Amith Aggarwal, Promoter & Director, Taaza Plaza and Co-Founder and Executive Director, StarAgri Collateral Management Limited, said, “It is a matter of great pride that we have launched Taaza Plaza successfully. StarAgri has traditionally worked with farmer communities and has deep understanding of the backend postharvest agri-needs. Thus, StarAgri promoted this unique project whereby produce from the farmers will be directly sourced and made available to the end consumer, the homemaker, at her door step. Our core belief of removing agri-inefficiencies, improving the economic health of the farmer and ultimately contributing to India’s food security is well served here.”