In a world the place the company ladder is usually seen as the head of success, Kotinaga Manikanta and Naga Venkata Durga Pavani took a daring and unconventional leap. Each BTech graduates, they initially adopted the well-trodden path of the IT business after finishing their levels. Nevertheless, abandoning the steadiness and rewards of their profitable careers, this husband-and-wife duo from Guntur, Andhra Pradesh, traded boardrooms for farm fields, all in pursuit of more healthy meals and a greater world for farmers and customers alike.
Manikanta labored at Infosys, and Pavani at Accenture, each carving out stable careers within the fast-paced, technology-driven world. However regardless of vital success, they felt one thing was lacking. “I noticed many colleagues within the IT sector fighting well being points, regardless of their well-paying jobs,” Manikanta tells The Higher India.
“They had been main sedentary life, and it made us realise that there was a chance to make an actual distinction of their well being,” provides Pavani. This realisation, mixed with a want to contribute extra meaningfully to society, planted the seeds for ‘Sreshte’ — a retailer for all natural merchandise.
As they noticed the rising well being points tied to poor diets and inactive life, additionally they grew to become more and more conscious of the challenges confronted by natural farmers in securing dependable markets for his or her produce. “We realised it wasn’t nearly revenue, however about making a real distinction,” Pavani displays. “We believed natural farming might be the answer, not just for the well being of customers but in addition for the farmers dedicated to sustainable practices.”
From IT workplaces to farm fields
With no prior expertise in farming, Manikanta and Pavani launched into an intense studying journey. They enrolled within the Subash Palekar Pure Farming (SPNF) technique, a method that focuses on sustainability and eliminates using chemical compounds and pesticides. “We began attending coaching periods on weekends in our village, Lachannagudipudi, Andhra Pradesh, whereas working in Chennai,” says Manikanta. “Balancing our full-time IT jobs and weekend coaching wasn’t simple, however our ardour for making a change saved us going,” he provides.
In 2017, after months of rigorous studying and cautious planning, the couple made a life-changing choice. They left their secure IT careers behind and returned to Guntur, investing their financial savings of Rs 17 lakh into a brand new enterprise, ‘Sreshte’. The title, impressed by the Sanskrit phrase that means “finest” or “glorious”, completely encapsulated their imaginative and prescient, to supply solely the best natural merchandise, grounded of their dedication to well being, sustainability, and high quality.
Ranging from scratch, Sreshte was a humble operation. With out a retailer, Manikanta personally delivered natural merchandise to prospects in the local people. “To start with, it was simply me sourcing the merchandise from farmers, delivering them, and figuring all the pieces out alone,” remembers Manikanta. They started by providing a small collection of natural gadgets, equivalent to mangoes, millet flour, toor dal, and well being combine powder.
Constructing a secure marketplace for natural produce
Nevertheless, constructing a gentle provide chain proved to be one in all their greatest challenges. At first, many farmers had been hesitant to promote their produce by way of Sreshte. They had been used to promoting in standard markets, the place they acquired decrease costs and confronted better uncertainty. “We needed to persuade them that by working collectively, they may get truthful costs and a secure marketplace for their produce,” says Manikanta. “It was all about constructing belief.” Regardless of the challenges, the couple’s persistence paid off after they opened their first official retailer in Guntur in 2019. By then, that they had already began constructing a loyal buyer base by way of personalised service and dedication to high quality.
On the coronary heart of Sreshte’s mannequin was a dedication to empowering farmers. By working with native farmers already practising natural farming, they launched a buyback mannequin, making certain that farmers may promote their produce at premium costs, far above what they’d obtain in standard markets.
“Earlier than partnering with Sreshte, I struggled to promote my natural mangoes at truthful costs,” says Maha Lakshman, a farmer from Agiripalli, in Andhra Pradesh’s Krishna district. “Now, I’m doubling my earnings and extra dedicated to natural farming. I might earn simply Rs 2 lakh for my natural produce within the standard market. Now, I’m able to earn Rs 4 lakh in only one season.”
Earlier than choosing farmers, the couple carries out detailed analysis to confirm that they adhere to the requirements for natural farming. “We personally examine the soil and make sure that no pesticides or chemical compounds are used. As soon as we confirm that they observe real natural strategies, we set up our necessities and construct a long-lasting relationship. It’s additionally important that the farmers are government-certified and skilled underneath the Subash Palekar Pure Farming technique,” says Pavani.
“We strictly insist on using natural pesticides like neem astra and brahmastra, and fertilisers equivalent to jeevamrutham and ghana jeevamrutham produced from cow dung, cow urine, and pure jaggery. We solely assist farming that avoids chemical compounds, serving to our farmers develop crops in essentially the most environmentally pleasant means potential,” she provides.
Venturing into ‘ready-to-eat’ gadgets
To make sure better management over the standard and authenticity of their merchandise, Sreshte expanded its operations by establishing a devoted processing unit and warehouse in Manikanta’s village, Lachannagudipudi. “My father, Subbarao Garu, oversees the processing unit in our village. He has been a terrific pillar of assist all through this journey,” shares Manikanta. Whereas the processing of merchandise takes place at their facility within the village, the packaging and supply operations are managed at their retailer in Guntur, making certain a seamless transition from manufacturing to buyer. “Each Pavani and I maintain the packing and supply personally, making certain all the pieces is according to our dedication to high quality,” he provides.
“There’s a deep sense of satisfaction in understanding that the meals we create is bettering folks’s well being, and the constructive suggestions we obtain every day retains me impressed to maintain doing higher. Working with Sreshte has had a profound influence on me, it has not solely saved me energetic however has additionally improved my very own well being,” says Subbarao.
Because the demand for natural merchandise continues to develop, Sreshte has expanded its product vary to incorporate over 160 gadgets. “At the moment, we provide all the pieces from natural rice and cold-pressed oils to home made powders like peanut and sprouted ragi powder, together with Himalayan pink salt, black salt, and a wide range of flakes,” says Manikanta.
Along with the necessities, Sreshte has ventured into ready-to-eat gadgets. “We’ve just lately began providing home made sweets, snacks, and cupcakes produced from millets, jaggery, and palm jaggery — wholesome options to rice flour, refined flour, and white sugar,” explains Manikanta. “Many shoppers are eager on natural merchandise, however they typically battle to belief their authenticity. To deal with this, we invite them to go to the farms, and if they want, they’ll instantly order from the farmers, with us dealing with the supply,” he provides.
Sreshte’s dedication to authenticity is mirrored of their conventional processing strategies. “We use vacuum packing and oxygen absorbers to forestall pests naturally, with out counting on preservatives,” says Manikanta. “It’s a course of that helps us keep the freshness and high quality of our merchandise.”
In 5 years of operation, Sreshte has reached spectacular milestones, producing a month-to-month revenue of Rs 7.5 lakh and an annual turnover of Rs 90 lakh. Nevertheless, for Manikanta and Pavani, the true measure of success goes past monetary achievements. They take immense delight within the constructive influence they’ve on their prospects’ well being and well-being. “Our intention is to encourage folks to be aware of what they eat and embrace more healthy decisions,” says Manikanta. “We wish natural meals to turn into a lifestyle.”
Empowering farmers and the local people
The couple’s dedication extends not solely to their prospects but in addition to their neighborhood. Sreshte presently collaborates with 55 farmers, empowering them with truthful costs and secure markets for his or her produce. Moreover, they make use of 10 devoted workers members who help with packaging and supply, contributing to the native economic system and offering employment alternatives.
Sesha Rao, a farmer from Guntur district, Andhra Pradesh, says, “I’m grateful to work with Sreshte, as they guarantee I obtain a good value for my pure farming practices with chillies. Their assist has not solely inspired me to proceed with natural farming, however has additionally helped me develop professionally by enabling me to promote my chillies and chilli powder on to prospects. I’m dedicated to persevering with this path and am proud to be a part of the natural farming neighborhood with Sreshte’s assist.”
The true measure of Sreshte’s success could be seen within the tales of its prospects. Nandana, a daily shopper from Rajendranagar, Guntur, explains, “I want Sreshte’s natural meals as a result of they’re free from dangerous chemical compounds, pesticides, and synthetic components. I can style the distinction, the meals is contemporary and the pure flavours are distinctive.”
“The shop helps native farmers and makes use of eco-friendly packaging, which is according to my values of sustainability and moral consumption. Buying right here has not solely improved my well being, however I really feel like I’m additionally contributing to a greater surroundings,” she provides.
Manikanta and Pavani have large plans for the long run. They’re trying to develop their processing unit and proceed constructing partnerships with extra farmers. “Our dream is to take Sreshte to new heights, providing natural merchandise to extra folks and supporting extra farmers,” says Pavani. Their subsequent step is to launch a web-based retailer, permitting them to achieve a wider viewers and make their merchandise much more accessible. For the previous 5 years, they’ve believed that offline promoting was essential for constructing sturdy relationships with prospects. “We wished to make sure our prospects beloved our merchandise,” says Pavani. “Their suggestions helps us enhance all the pieces, from packaging to storage, and we’re all the time striving to be as clear as potential.”
The couple’s journey with Sreshte is not only about working a enterprise, it’s about constructing a deeper connection to the meals folks eat. Their dedication to offering more healthy, natural choices is mirrored of their dedication to educating prospects on the place their merchandise come from and the way they’re grown. As Pavani places it, “We don’t see Sreshte as a enterprise. We wish to eat good and provides good, and that’s why we launched this retailer.”
Edited by Arunava Banerjee; All pictures courtesy Kotinaga Manikanta
