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There are multiple layers between farmwr and end customer, which describes the reason for the higher price point at end customer, because everyone in the between layers need to be paid. The only way to remove middle layers is by replacing the middle layers by your own. If you want direct connectivity with buyers, then you will need to directly employee huge network of people to make the things possible, which requires immense capital. Also you need to spend heavy on marketing so that people will use your product. And the worst part is that most of these layers network itself required capital and is supported by big companies in India like Amul, ITC, Marico, Unilever. Its an operation game. Udaan did something similar and they are themselves struggling