In a world the place the company ladder is commonly seen as the top 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. Nonetheless, 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 have been main sedentary life, and it made us realise that there was a possibility 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) methodology, a way that focuses on sustainability and eliminates the usage of chemical compounds and pesticides. “We began attending coaching classes 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 resolution. 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 identify, impressed by the Sanskrit phrase that means “greatest” or “wonderful”, 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 no retailer, Manikanta personally delivered natural merchandise to prospects in the area people. “At first, it was simply me sourcing the merchandise from farmers, delivering them, and figuring every part out alone,” recollects Manikanta. They started by providing a small choice of natural objects, corresponding to mangoes, millet flour, toor dal, and well being combine powder.
Constructing a secure marketplace for natural produce
Nonetheless, constructing a gentle provide chain proved to be one in all their largest challenges. At first, many farmers have been hesitant to promote their produce by Sreshte. They have been used to promoting in standard markets, the place they obtained 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 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 might 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’d 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 deciding on farmers, the couple carries out detailed analysis to confirm that they adhere to the requirements for natural farming. “We personally examine the soil and ensure 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 below the Subash Palekar Pure Farming methodology,” says Pavani.
“We strictly insist on the usage of natural pesticides like neem astra and brahmastra, and fertilisers corresponding to jeevamrutham and ghana jeevamrutham comprised of cow dung, cow urine, and pure jaggery. We solely help farming that avoids chemical compounds, serving to our farmers develop crops in probably the most environmentally pleasant method attainable,” she provides.
Venturing into ‘ready-to-eat’ objects
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 an ideal pillar of help 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 every part is consistent with our dedication to high quality,” he provides.
“There’s a deep sense of satisfaction in realizing that the meals we create is bettering individuals’s well being, and the optimistic suggestions we obtain every day retains me impressed to maintain doing higher. Working with Sreshte has had a profound impression 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 objects. “Immediately, we provide every part from natural rice and cold-pressed oils to selfmade powders like peanut and sprouted ragi powder, together with Himalayan pink salt, black salt, and quite a lot of flakes,” says Manikanta.
Along with the necessities, Sreshte has ventured into ready-to-eat objects. “We’ve not too long ago began providing selfmade sweets, snacks, and cupcakes comprised of millets, jaggery, and palm jaggery — wholesome alternate options to rice flour, refined flour, and white sugar,” explains Manikanta. “Many purchasers are eager on natural merchandise, however they usually battle to belief their authenticity. To deal with this, we invite them to go to the farms, and if they want, they’ll immediately 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 preserve the freshness and high quality of our merchandise.”
In 5 years of operation, Sreshte has reached spectacular milestones, producing a month-to-month earnings of Rs 7.5 lakh and an annual turnover of Rs 90 lakh. Nonetheless, for Manikanta and Pavani, the true measure of success goes past monetary achievements. They take immense delight within the optimistic impression they’ve on their prospects’ well being and well-being. “Our goal is to encourage individuals to be aware of what they eat and embrace more healthy selections,” says Manikanta. “We wish natural meals to grow to be a lifestyle.”
Empowering farmers and the area people
The couple’s dedication extends not solely to their prospects but in addition to their neighborhood. Sreshte at the moment 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 financial 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 worth for my pure farming practices with chillies. Their help 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 help.”
The true measure of Sreshte’s success will be seen within the tales of its prospects. Nandana, an everyday 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 recent and the pure flavours are distinctive.”
“The shop helps native farmers and makes use of eco-friendly packaging, which is consistent with 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 atmosphere,” she provides.
Manikanta and Pavani have massive plans for the longer term. 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 individuals and supporting extra farmers,” says Pavani. Their subsequent step is to launch an internet retailer, permitting them to succeed in 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 robust relationships with prospects. “We needed to make sure our prospects liked our merchandise,” says Pavani. “Their suggestions helps us enhance every part, from packaging to storage, and we’re at all times striving to be as clear as attainable.”
The couple’s journey with Sreshte isn’t just about operating a enterprise, it’s about constructing a deeper connection to the meals individuals devour. 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 images courtesy Kotinaga Manikanta
