Instamart expands Northeast sourcing, brings Meghalaya pineapples to Bengaluru

Quick-commerce platform Instamart is expanding its fresh produce sourcing network in Northeast India, starting with Meghalaya's pineapples, which are now available to customers in Bengaluru.

The company said the initiative aims to create new markets for farmers and Farmer Producer Organisations (FPOs) in the Northeast while making the region's distinctive agricultural produce accessible to consumers across India.

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The pineapples are sourced by sellers through the Jirang Organic Agro Farmer Producer Company, an FPO based in Meghalaya, and air-freighted to Bengaluru. Instamart said growers in the region have traditionally depended largely on demand within the Northeast and wholesale markets in Delhi.

By connecting FPOs with consumers in new cities, the quick-commerce platform aims to expand market access for farmers and create sustained demand for the region's premium produce.

The initiative was recently highlighted by Meghalaya Chief Minister Conrad K. Sangma, who described the effort as an important step towards strengthening market linkages for the state's farmers and showcasing Meghalaya's agricultural identity to a wider audience.

"India's Northeast is home to some of the country's most distinctive and high-quality fruits and vegetables, but much of this produce has traditionally remained accessible only within the region or a handful of markets," said Gautam Swaroop, Chief Business Officer, Instamart.

"With Instamart's reach, we have a unique opportunity to bring fresh local produce across the country while creating new market opportunities for farmers and producer organisations," he added.

Instamart plans wider Northeast produce push

Instamart said Meghalaya pineapples are the first step in a broader plan to source agricultural produce from the Northeast. The company is in discussions with the Northeastern Regional Agricultural Marketing Corporation (NERAMAC) to explore sourcing opportunities from additional states and FPOs.

Several GI-tagged and region-specific products are being evaluated as part of the expansion, including Meghalaya's Khasi Mandarin, Assam's Karbi Anglong Ginger and Tezpur Litchi, and Manipur's Kachai Lemon.

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The company is also exploring products such as kiwi and garlic from the region as it looks to build a wider assortment of Northeast produce on its platform.

Over the next 12 to 24 months, Instamart plans to expand sourcing from the Northeast to markets across South and West India by partnering with more FPOs, farmer collectives and regional agencies.

Iba Thangkhiew, CEO, Jirang Organic Agro Farmer Producer Company, said the partnership would give farmers in the remote region direct access to premium markets and allow their produce to reach consumers outside Meghalaya.

"For a Farmer Producer Company based in a rural and remote part of Meghalaya, this partnership is a proud milestone," Thangkhiew said.

Instamart's farmer sourcing network

The Northeast expansion builds on Instamart's existing fresh produce sourcing network, which the company said works with more than 430 FPOs and over 10,000 farmers across India.

According to Instamart, about two-thirds of its fruits and vegetables are sourced directly from farmers and FPOs, through more than 55 collection centres. Most farmers in the network have continued supplying the platform for six seasons or more.

The company said extending the model to the Northeast is aimed at reducing intermediaries and ensuring a greater share of the earnings flows back to farmers.

For Meghalaya's pineapple growers, the move could open up a new consumer market beyond the Northeast and traditional wholesale hubs.

For Instamart, it also represents a broader shift in quick commerce — from delivering everyday groceries quickly to using its distribution network to take region-specific fresh produce to consumers in new parts of the country.