Summer mornings in Chapainawabganj, Rajshahi, Naogaon and other areas which are famous for mangoes, all illustrate a common scenario — farmers at the local market, packing their mangoes into the crates and waiting for them to be sold. As time passes by and the morning heat rises, the sweet scent of the ripe mangoes fills the air. The traders keep an eye on their phones as it keeps buzzing with new orders and queries.
A farmer and trader in Rajshahi, Shafiqul Alam, shares, “I’ve been selling mangoes for 20 years but my phone has never been as important to me as it is now. I get orders from many places in the country, even from Dhaka! That has never happened before.”
Mangoes have always held a special place in people’s hearts in spite of not being the national fruit. As a summertime favorite, people look forward to this season all year long just to get the taste of their favorite mangoes of different varieties such as Himsagar, Langra, Amrapali, Fazli and countless others. They’re more than just a fruit to people; they are part of family moments and childhood memories that make summer all the more special.
To rural mango sellers who largely run small to medium scale businesses, this love people have for mangoes constitute one of the main sources of their livelihoods. Even a few years ago, farmers and traders used to sell in the local markets only via middlemen or through transport to the surrounding urban areas. However, recently, many of them have started selling mangoes online to the customers directly.
Social media and instant messaging apps are at the forefront of this revolution. During mango season, farmers are always active on their Facebook pages, posting pictures of their mangoes with their numbers for quick contact. When people want to buy these mangoes, they order through calls or messages. Instant messaging apps like imo make these interactions very easy. In the rural areas, imo is widely used since it provides stable connection even in low-bandwidth network. With an easy-to-use interface, even farmers with very little technical knowledge can operate it comfortably. The voice and video call features make it possible for farmers and traders to showcase their mangoes live to the customers and negotiate prices which creates trust between the customer and the trader.
This technological shift has brought a big change. Instead of waiting for customers to come to the market, traders can now approach them directly. They can order, confirm transactions, deliver to urban customers and they can do it all using their mobile phones. It is the new way of conducting business while creating a stronger and more personal connection with the customers, most of whom come back season after season.
For many rural households, this change has brought economic benefits as well. Without the dependence on middlemen, farmers and traders can get more profit on each sale. That extra income allows them to cover family expenses, invest more in their farming, and save for the future. imo and other digital apps have quietly become an essential part of their lives, not just for chatting but for making a living.
The impact of this technological shift goes beyond just selling mangoes. It illustrates how rural communities can become empowered through digital access. Given the appropriate tools, even small-time traders can access big city markets, manage their farming business better and improve their overall lifestyle.
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