Odisha Rural Development and Marketing Society (ORMAS), an autonomous body under Panchayati Raj and Drinking Water Department, Government of Odisha, was constituted in 1991 under Societies Registration Act, 1860 to facilitate marketing of rural products. ORMAS works on rural development, livelihood promotion, marketing, women's empowerment, livelihood activities, DDU-GKY etc. In the long run, it helps to improve the economic condition of the rural Craftsman/artisans and producers. ORMAS plays a vital role in Livelihood Promotion & Marketing Support in rural artisans/producers.

• ORMAS is actively involved in backward & forward linkage as well as in providing handholding support.
• ORMAS is actively involved in Producers’ Group formation, Producer Company, Cluster formation, CBBO & FPO formation and promotion activity.
• Product diversification, value addition, design-development, certifying & branding& packaging of products.
• ORMAS is helping rural producers in improving their product quality by introducing appropriate and latest technology.
• Facilitating the bulk purchase of rural produces by establishing institutional/corporate tie-ups. Retail outlets, Government Organizations for marketing tie-up. Sales channel for identified rural products.
• Organizing exhibitions at National, State, and District levels for display and sale of rural products.

Angul Fresh Producer Company Ltd.

Angul Fresh Producer Company Limited, Angul was registered under the companies act 2013 on 4th March 2021, promoted by ORMAS (PR & DW Department, Govt. of Odisha). AFPCL has been certified with ISO 9001-2015 (Quality Management) & ISO 22000-2018 (Food Safety Management System).

AFPCL empowers rural producers to increase economies of scale in backward & forward linkages, collectivization & aggregation of products, quality management, packaging & branding and marketing of rural produce. It complies with maximum legalities with all statutory licenses, registration & certification.

AFPCL is committed to the economic empowerment of rural women in different market channels. The producer company says, "Every purchase will contribute directly to rural livelihoods"

AFPCL has recently launched a dedicated E-Commerce platform named as Angul Fresh (available on web and Android)  with the primary objective of empowering rural artisans by connecting them directly to customers. This platform serves as a bridge between traditional craftsmen, farmers, and producers from rural areas and urban consumers, ensuring their handcrafted and organic products reach a wider market.

By cataloging locally made products on the platform, Angul Fresh provides artisans with a digital storefront, eliminating the need for middlemen and increasing their earnings. Customers can explore and purchase a variety of authentic and handcrafted goods, including handloom textiles, organic food products, handicrafts, and other indigenous items, all sourced directly from rural communities.

To ensure a seamless shopping experience, Angul Fresh integrates a proper shipping channel, handling logistics efficiently with secure and eco-friendly packaging. The platform focuses on delivering products at an affordable price, maintaining both quality and authenticity.

With a commitment to promoting sustainable livelihoods and preserving traditional craftsmanship, Angul Fresh is revolutionizing rural commerce by leveraging technology to uplift artisans and provide customers with genuine, handcrafted products delivered to their doorstep.