The rural mart Melghat Haat operates in Amravati over six hundred fifty km from Mumbai. The marketplace promotes local and tribal products (from dal to crafted housewares) by highlighting their authenticity and cultural significance. In the photo above Women on Wings Project Manager Zeenita Patra meets with a Melghat Haat manager during an assessment.
An inviting and warm display of goods in the Melghat Haat rural mart in Amravati, Maharastra
A model for rural mart success
Women on Wings led a rural marts assessment intervention for MAVIM’s Tejaswini rural marts. We evaluated the group of marts’ performance and developed pilot principles to boost revenues.
Findings from the study and assessment were refined in a collaborative session with store staff, CRMC and district managers, which helped identify common challenges and refine recommendations. The main goal was to create actionable, high-impact recommendations, primarily focused on marketing, to improve store performance and ensure sustainable growth.
Melghat Haat was one of the Tesjaswini marts assessed. It turned out to be an ideal mart, from where learnings could be adapted by the other marts which were assessed.
Neatly presented goods at Melghat Haat rural mart in Amaravati, Maharashtra
Strengthening local supply chains
All the mart’s products are united under a single, powerful “Melghat” brand, celebrating the region’s collective identity. To secure a consistent supply, the Haat provides a pre-payment to Self-Help Groups (SHGs), ensuring producers have the working capital and confidence needed to create their goods. This system fosters a cycle of trust and reliability, making the Haat a dependable hub for both producers and consumers.
The store maintains a rigorous quality control process, where products are first checked at the SHG level and then again upon arrival at the central facility before packaging. This two-phase quality assurance guarantees that only the finest items make it to the shelves.
The entrance of the Melghat Haat displaying local regional art in the form of Warli paintings
Expanding reach and future growth
The Haat also actively works to broaden its product range by engaging with individual regional farmers (women are highly engaged in agriculture) to bring in fresh produce and other seasonal items, moving beyond the traditional SHG model.
The future of the Melghat Haat involves a focus on product innovation, with new leadership expected to research local resources and conduct market trials to expand offerings and ensure sustained growth.
Curious about cracking the code for a thriving rural mart in India? We’ve got you covered with these nine essentials.
