Digital, Transparent and Financial Reforms Rolled Out in Punjab’s Agricultural Markets

By Dr Ansab Ali
Lahore, Pakistan
LAHORE: The Punjab Agricultural Marketing Regulatory Authority (PAMRA) has launched wide-ranging digital, regulatory, and financial reforms aimed at modernising agricultural markets across Punjab and transforming traditional market operations into a transparent, efficient, and farmer- and consumer-friendly system.
According to the Secretary for Price Control and Commodities Management Punjab, the reform agenda focuses on strengthening the regulatory framework through necessary legal amendments, establishment of a dedicated engineering wing, and implementation of a comprehensive human resource plan. These measures are designed to improve governance, enhance infrastructure provision, and ensure institutional sustainability.
As part of the digitalisation drive, PAMRA has introduced geo-tagging to monitor markets and stakeholders, enabling real-time data sharing and improved oversight. Standard Operating Procedures (SOPs have been implemented across all 188 agricultural markets in the province, comprising 92 fruit and vegetable markets and 96 grain markets.
Additional initiatives include improvements in cleanliness and drainage systems, installation of SMD screens at divisional headquarters and electronic rate boards at the tehsil level, branding of “Chief Minister Kissan Bazaars” at main market entrances, establishment of public help desks, and deployment of body cameras to monitor auction processes in Lahore’s markets.
To further enhance price transparency, standardised wholesale rate list stands have been installed across markets.
PAMRA reported a significant financial turnaround following the implementation of reforms, with a 130 per cent increase in revenue achieved through the outsourcing of market fees, parking management, and rate list rights. Moreover, expedited allotment and auction of plots in agricultural markets have generated approximately Rs 4 billion in revenue.
The authority has also initiated the relocation of long-delayed markets, including those in Sheikhupura and Pakpattan, while development work has been fast-tracked in markets located in Sheikhupura, Kasur, Sahiwal, Pakpattan, Mian Channu, and Hasilpur.
Officials said that through digitalisation, geo-tagging, and regulatory reforms, PAMRA is introducing a new governance model for agricultural markets across Punjab, with the stated objective of facilitating farmers, improving consumer access, and establishing modern, transparent agricultural marketplaces.