Impact of the eKutir ICT-enabled social enterprise and its distributed micro-entrepreneur strategy on fruit and vegetable consumption: A quasi-experimental study in rural and urban communities in Odisha, India

•ICT-enabled ecosystems improve fruit and vegetable consumption for farmers in Odisha.•Farm-level homegrown consumption mediates overall fruit and vegetable consumption.•Retail interventions must go beyond improving access and focus on demand generation.•Intersectoral policy-making approaches are needed to bridge value chain efforts.