1. Scheme Launch and Purpose:
Government Initiative: Ahead of Diwali, the Centre introduced the Bharat Atta scheme.
Subsidised Wheat Flour: Wheat flour is being sold at Rs.27.50 per kg under this scheme, a significant reduction from the usual market rates of Rs.36-70 per kg.
Objective: This initiative aims to offer financial relief to consumers amid high market prices.
2. Wheat Allocation and Pricing:
Allocation by FCI: Approximately 2.5 lakh tonnes of wheat will be supplied by the Food Corporation of India (FCI) at Rs.21.50 per kg.
Distribution Agencies: Organizations like Nafed, NCCF, and Kendriya Bhandar will process the wheat into flour.
Selling Price: The flour, branded as 'Bharat Atta', will be sold at the subsidised rate.
3. Distribution Mechanism:
Distribution Networks: 'Bharat Atta' will be available through cooperatives like NAFED, NCCF, and Kendriya Bhandar.
Widespread Availability: The distribution will be conducted through approximately 800 mobile vans and over 2,000 outlets nationwide.
4. Government's Broader Market Intervention:
Price Control Efforts: In addition to wheat flour, the government is also subsidizing the cost of essential commodities like chana dal, tomato, and onion to control price inflation.
5. Sales Strategy and Historical Context:
Enhanced Distribution: Sales are expected to improve with the extensive distribution network involving mobile vans and numerous outlets.
Pilot Project Reference: In February, a pilot sale of 'Bharat Atta' was conducted at Rs.29.50 per kg as part of the Price Stabilization Fund scheme.
Conclusion:
The Bharat Atta scheme is a strategic move by the government to make essential food commodities more affordable and control inflation, especially during the festive season.
SRIRAM’s
