Pragati Gokhale: An inspiration with a vision and social purpose


Pragati Gokhale, a gold medalist is working at a global level for helping farmers. She has created a website which is a boon for farmers. 
Pragati Gokhale is a software expert who created an indigenous, multilingual web portal covering all rural-agricultural products for digital marketing of rural and agriculture as well as the rural services and employment.
She is Chief Mentor of Mission Mera Mobile Mera Marketing. The technology is being used for direct marketing by more than 20,000 farmers, self help groups and rural entrepreneurs across the country. She is retired as the Principal Scientist of the Ministry of MSMEs, Government of India. She is now working as an Advisor to the Rajiv Gandhi Science and Technology Commission. 
She is also a National Resource Person in the Union Ministry of Rural Development. She has been putting in a lot of efforts to make this initiative successful. She said that the movement has been instrumental in effectively providing an online market to rural entrepreneurs, farmers, artisans, self-help groups, farmers’ producer organizations and other rural stakeholders. Her initiative to change the rural economy was noticed globally.
While working as a Principal Scientist at the Mahatma Gandhi Institute of Rural Industrialization, she made an observation. she realized that marketing was a major roadblock to the growth of the rural industrial sector. Rural industries are usually centered around local agricultural income sources and raw materials. They are not established near the market. As a result, all the benefits of this go to the brokers. He decided to empower the rural entrepreneurs throuh digital marketing using the mobile in their hands.
Developed in new progressive web technology, this portal is best suited for rural areas as it does not require any download. But it has all the features of an App. Importantly, it sends a link to buyers as soon as your ad is posted, so rural sellers and buyers can contact each other directly for free. Since there is no business model like eCommerce or Trade India, all sellers and buyers can contact each other for free of cost.
For Training to farmers, self help groups, rural entrepreneurs it has developed beautiful videos in native language for training on how to post your own advertisements as well as how to interact and deal with buyers by making effective use of it. Pragati Gokhale has established a network of people from different areas who are working in rural agricultural organizations across the country through whom these videos are distributed to farmers, artisans, women in self-help groups.
Even during the difficult times of the pandemic, their effective efforts to reach out to rural entrepreneurs continue through various webinars. Nearly twenty thousand rural entrepreneurs and farmers from all over the country used their mobiles to advertise themselves and even managed to find a market for themselves.
IIT Mumbai has also given the technical strength of Artificial Intelligence to this venture. The National Bamboo Mission made a request and now marketing facilities for bamboo and other forest products have also been made available. In particular, Big Basket, Reliance Retail have also taken the initiative to take goods directly from farmers. 
Her work has been praised by dignitaries like Vijay Bhatkar, Dr. Anil Kakodkar, Vivek Sawant etc. She has been honored with the prestigious ‘Global Woman of Worth Award’. Pragati Gokhale’s out of the box thinking is helping farmers even in these difficult times. Her dedication and efforts are also serving a social purpose. She is really an inspiration. 


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