Rural-urban linkages are vital elements in a sustain­able food system. As the COVID-19 pandemic unfolded, supply chains were disrupted and fear of infection impacted food shopping decisions, push­ing consumers to seek local and safer options for procuring fresh produce. Direct marketing arose as a promising alternative for both consumers and producers. We undertook a study in Bengaluru, India, in order to understand what direct marketing activities have unfolded with the COVID-19 pan­demic. Media reports highlighted the plight of farmers struggling to market their harvest during lockdown as well as the farm to fork initiatives and lockdown farmers markets that have been created as a response. We see this moment as an opportu­nity to develop Bengaluru’s food system to be more sustainable, specifically through the City Region Food System framework. This study conducted online and telephone surveys with both consumers and producers in Bengaluru to explore the elements of supply and demand that have fos­tered and hindered direct marketing schemes. We found that consumers are interested in sourcing fruits and vegetables directly from farmers, but communi­cation and logistics between consumers and pro­ducers are major hindrances. Although producers are diversifying their marketing strate­gies, they need to be implemented at economically viable scales to ensure long-term success. We find that the role of technology, specifically messaging apps, can streamline direct marketing activities and remove the barriers that currently hamper rural-urban linkages. Further­more, existing community and farmer organiza­tions have the size and scale to make direct marketing schemes a worthy endeavor for both consumers and producers.

The middle class in India is estimated to be roughly half of the population and, as such, holds considerable sway in influencing consumption trends. We explored food consumption practices and indicators for food transitions among middle-class households in the South Indian megacity of Bengaluru. Through 38 qualitative interviews, we asked respondents about their perceptions of food safety and how they navigate food safety risks in their daily food practices. The COVID-19 pandemic brought the topic of food safety into sharp relief, and consumers were keen on maintaining good health through food consumption. We engaged social practice theory to understand food shopping practices, the rise in immune-boosting foods and the consumer demand for safe, healthy food as this relates to wider sustainable food transitions. We found that middle-class consumers mitigate food safety risks through careful selection of where food is purchased. A rise in immune-boosting foods, traditional herbs and spices part of the regional diet are being revitalized. Demand for organically grown foods is hampered by a lack of trust in verification systems. We argued that government investment in building consumer confidence in both food safety, and organic labeling increases the willingness to pay a premium price among middle-class consumers.

Spurred by rising incomes and urbanization, the “nutrition transition” in India has led to many dietary changes, including an increase in per capita milk consumption, which has quadrupled since 1970. We examine how changing preferences for milk are shaping consumer demand and the rise in dairy consumption. We focus on urban dairying and milk alternative food networks (AFNs), in which farmers sell directly to consumers. To better understand milk AFNs, we interviewed consumers ( n = 95) and dairy farmers ( n = 62) in urban (within 15 km) and peri‐urban (15–30 km) areas of the south Indian megacity Bengaluru. Consumers were grouped by location and the type of milk they purchase. Dairy farmers were grouped based on their farm distance to the city center and the breed of cattle they rear: indigenous ( Bos indicus ) or crossbred ( Bos indicus × Bos taurus ). We found that demand for farm‐fresh milk is driven by concerns for freshness, quality, and health. In our sample, urban dairy farmers are producing more milk and more frequently cite dairying as their sole or primary source of income compared to peri‐urban farmers. The role of milk AFNs is thus two‐fold: they allow consumers to know the origins of their milk, and they provide a marketing channel for farmers in the absence of urban dairy cooperatives. While urbanization tends to push dairying to peri‐urban and rural areas, the consumer demand for farm‐fresh milk, as well as the cultural and religious significance of the cow in India, is prolonging their presence in Indian cities.