How a Corporate Couple transformed land into an Organic Powerhouse

When the Green Revolution increased yields of wheat, rice, and cereals by 44% in India, chemical fertilizers and pesticides were the new solution to underproduction.

India is an agricultural country with 55% of the Indian workforce in the sector. As the pollution due to urbanization increases, the nutritional volume of agricultural produce has decreased.

When Sudhanshu Sharma and his wife Sushmita Roy, a London returnee, realized that his country was facing a grave pollution problem, they started working towards a greater cause of organic farming. Know more about Organic here.

Jaivik Jeevan, their pioneering organic business, has successfully transformed a once barren land into an organic powerhouse and trained many other farmers in traditional farming techniques, without chemical fertilizers and pesticides.

Through innovative agricultural practices and a commitment to sustainability, this project has breathed new life into the barren land.

From the Office:

Business school graduate Sudhanshu Sharma was working in the strategy and marketing sector in the National Capital with his wife Susmita, who was in the public health sector.

For the background, Sudhanshu had just graduated from the prestigious LEEDS Business School when the recession hit in 2008, he returned to India.

In 2017, the reality of urban pollution stuck with them when a heap of garbage, which they thought was a mountain, came to light.

They were astonished by the amount of garbage that lays freely in our surroundings, polluting the air and making humans vulnerable to numerous diseases.

India generates 62 million tonnes of waste, each other:

• About 70% (43 million tonnes) are collected
• About 12 million tonnes are treated
• 31 million tonnes are dumped in landfill sites, which pollutes the ecosystem.

Hailing from Bhopal, the pollution, dust, and air quality was already a concern for them in Delhi. Despite the good modern and urban life of the national capital, Sudhanshu decided to become a part of the solution for the earth’s sustainability.

A Guiding Force for Organic Farmers:

Sudhanshu and Sushmita consciously decided to grow organic vegetables in their Bhopal land because city life provided everything but health.

The barren land, that has been lying idle for years needed nourishment to be able to grow good quality vegetables.
They created a farm venture, from the roots of traditional organic methods that were native to Bhopal.

The initial days of starting an agriculture business were not easy. One of the biggest issues with the farm is its ability to retain moisture. Sudhanshu did intensive research to get to the grassroots level of the region and understand the capacity of his soil.

After months of preparation, the couple decided to start cultivating moringa and aloe vera on their 14-acre land. The cultivation was purely organic and natural in terms of fertilizers and sowing techniques.

After the initial success, they also ventured into paddy cultivation. The land, which once laid vacant, was now booming with organic vegetables such as bhindi (lady’s finger), lauki (bottle gourd), pumpkin, and spices such as methi and coriander.

After the initial days of undertaking organic crops were over, Jaivik Jeevan soon noticed the gap in the market. The farmer’s market, where the couple sold their organic produce, had customers asking for locally produced organic products.

This market research led them to brainstorm on the resources that would be needed to formally address people’s needs.

An important part of their harvest was the use of gau mutra (cow urine) as a fertilizer. Their venture, Jaivik Jeevan also adopted cows, that were abandoned on the streets of Bhopal, which helped in the utilization of cow dung for natural fertilizer.

Research has shown that the traditional tilling of the land can contribute to the deterioration of the overall water-absorbant quality of the soil. It is also the major cause of soil erosion, where sediments from the land are transported to the water bodies, leading to water pollution.

Jaivik Jeevan utilizes the natural process of vegetable crop cultivation to prepare the ground for cultivation.

Zero Waste Farming Concept:

The principle of multiple cropping, where the land is divided based on the crop's harvest, was a vital path for Jaivik Jeevan. They reserved four acres for vegetables, a few for oilseeds, and pulses, and set up a processing center on land where oils and flours were prepared from the millets.

All the agricultural waste that is produced, goes directly into vermicomposting. From being corporate professionals to spearheading the entire organic arrangement was quite a journey for them.

Through the transformation, the focus on staying true to their customers and ensuring that farmers earn the best price for their produce was rock-solid. Although they have a team for Jaivik Jeevan now, the founders never shied away from visiting the local market or mandis regularly.

The team of Jaivik Jeevan includes 12 organic farmers, who make sure that the transparency of organic crop cultivation is reflected in the product.

These farmers have gained essential knowledge of organic farming from the founders and also own their land, where they utilize the various strategies of organic farming. Jaivik Jeevan also buys the produce of these farms and believes in improving the quality of life in the region.

Jaivik Jeevan has grown into a recognized brand, shipping to more than 20 cities, including Mumbai, Chennai, and Pune. Their production ranges from organic spices, and chutneys, to pickles, and honey. In 2020, the brand opened its first store in Bhopal, for people to access their organic farm produce.

The couple believes that stepping into organic farming is the first step towards a sustainable future. Their story is a beacon of hope, demonstrating that it is possible to make a positive impact on the environment and community through sustainable practices.

By supporting organic businesses and making conscious choices in our daily lives, we can all contribute to a more sustainable future. Re:fresh, a marketplace for all your organic and natural needs, sources 1000+ products from certified organic brands in India.