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From corporate corridors to organic farmlands

Organic farming is becoming a fertile ground for entrepreneurs

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"Isn't it ironic that we buy footwear from air-conditioned showrooms but most of us shop for our fruits and veggies from the footpath," asks corporate executive turned- farmer S Madhusudhan. The founder of Bangalore-based back2basics, a startup which grows and sells organic produce, was repelled watching a local vendor wash carrots using sewage water. A health scare blamed on a poor diet compelled him to re-evaluate his lifestyle. Unable to find many genuine sources of organic elements in food, he quit his 30-year old corporate career and started growing greens in a chemical free manner on a 30ft x 40ft plot.

"Today we sell organic vegetables, greens, fruits and cold pressed oils to commercial establishments and organic stores, and through our online platform to retail consumers. All of it is grown by us and our 450 (farming) employees on 180 acres of land," says Madhusudhan, whose designation reads as 'Chief Farmer'.

Slightly similar is the story of 24 Mantra Organic CEO N Balasubramanian, who gave up on a promising career with National Dairy Development Board (NDDB) only for organic farming. "I believed that this had the potential to create a larger impact within the society by helping farmers improve their livelihoods, while simultaneously providing good quality and healthy food to consumers."

The organic story is growing tall in India. Statistics by Assocham and TechSci Research predict this market will touch $1.36 billion by 2020, growing at a healthy 25-30% annually and entrepreneurs are indeed capitalising on this opportunity. "We are now working on agro-forestry by planting fruit trees at our farm near Bangalore," says chartered accountant Vishalakshi Padmanabhan, who co-founded Buffalo Back, which grows and retails organic grains and fruits.

Headwinds

The entrepreneurs agree that challenges do exist in this sector. The land conversion into organic itself takes a minimum of three to four years, says Balasubramanian, adding "The farmers need to be educated and trained enough to follow the thorough process of cultivating purely organic produce." "Once the produce is out, people find it expensive; but that is just a wrong perception," back2basics' Balasubramanian says. Talking on cost, Madhusudhan says since middle-men are non-existent , prices cannot get inflated.

While the steep pricing is but a myth, Padmanabhan feels that consumer awareness is gradually increasing. "A family of four that eats all three meals at home would be spending nothing more than Rs 15, 000 per month on organic groceries, fruits and vegetables. This amount is not really that high, when compared to an average family income of say Rs 60,000-70,000, which most families in cities earn nowadays."

Growth prospects

Capturing optimism in consumer spending, the startups have outlined growth plans. With 32, 000 farmers across India, 24 Mantra Organic aims to expand the farmer base to 1 lakh by 2020. "Internationally, we are present in 1,000 stores across 45 states in the USA, apart from our presence in Dubai, Singapore and Mauritius. We are in the process of understanding consumer mind-sets and exploring more opportunities," says Balasubramanian.

Meanwhile, back2basics hopes to cultivate on 500 acres by December-end (from their current 180 acres). They export to Germany and Singapore and are in talks for expansion of markets overseas. "We are also focusing on our online presence. We deliver to 40 pincodes in Bangalore through online and want to consolidate in the city, after which we will enter the other metro cities," says Madhusudhan.

To bust prejudices regarding organic, back2basics has started an experiential farm where consumers can take tours and get insights on farming techniques and natural manures and fertilizers. The venture also holds workshops for gated communities. "I am engaging with schools to sensitise kids towards organic food. It is important to widen the horizons of the younger generations," says Buffalo Back's Vishalakshi.

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