Vegetable farmers who buy tomato, chilli, brinjal and cabbage seedlings from a nursery in the next town, but have no safe way to carry fragile trays home, are the paying customers. Today they strap trays to a motorcycle or squeeze them into a shared auto, and broken stems and dried plugs cost them plants before transplanting. Nurseries are the second customer, because damaged seedlings bring complaints and lost repeat orders. Arka Graftings, a grafted vegetable nursery in Andhra Pradesh, says it has served more than 10,000 farmers, which shows how many buyers one large nursery must reach.
The moment to pay is transplanting day, when a farmer has hired labour and needs healthy plants at the field edge by morning.