The sons of a kinnow farmer, Ajeet and Arvind Godara, know all too well the challenges farmers face. Together they have brought 10,000 organic farmers under the Natureland umbrella.

◊ By Rutaksha Rawat. Photos ©Natureland Organics

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their father was a kinnow farmer. Naturally, brothers Ajeet and Arvind Godara grew up receiving an education on farmers’ issues. The sea of problems plaguing Indian farmers—the increased cost of farming and lack of market linkages for organic produce, severely decreased soil health and growing food safety concerns—prompted the siblings to found Natureland Organics in 2002.

The company’s mission is to cater an all-encompassing basket of wholesome organic products to conscious customers at an affordable price point by creating direct linkages between producers and end-consumers. Initially launched in North India in its first phase, Natureland has expanded to include the rest of India, with its products now available at all leading stores in the country, as well as, in foreign locations.

Arvind and Ajeet Godara (right). The Godara brothers believe, “Farmers are the cornerstone of the organic movement. Until they are not willing and enthusiastic participants, they will keep regressing to conventional farming methods.”

FARMER INCLUSION CRUCIAL TO GROWTH OF ORGANIC SECTOR

Natureland Organics recognises the significance of the ancient Indian tradition of organic agriculture, reflected in the company’s philosophy of ‘Healthy Soil, Healthy Food, Healthy Life and Healthy Environment’. Its sister organisation, Natureland Organic Agriculture Farms & Ecoline Society, has undertaken a number of developmental initiatives in rural India to bolster organic agriculture and help economically weak farmers switch over to organic.

The Society educates farmers and executes various farm level initiatives, including training, farm input supply, seed supply, organic certification and pro bono health check-ups. Programmes to help reduce costs through green manuring (pit preparation, decomposition of plant and animal waste, preparation of panchagavya, vermicompost and EM1 soil conditioner), workshops, long term buying agreements, periodic audits, maintenance of farm dairy, on-door purchase, electronic weighments and premium payment on produce, further ease the process of transition to organic for farmers.

The Natureland Organic Agriculture Farms & Ecoline Society, an entity of Natureland Organics, has undertaken a number of developmental initiatives in rural India to bolster organic agriculture and help economically weak farmers switch over to organic

The Society educates farmers and executes various farm level initiatives, including training, farm input supply, seed supply, organic certification and pro bono health check-ups. Programmes to help reduce costs through green manuring (pit preparation, decomposition of plant and animal waste, preparation of panchagavya, vermicompost and EM1 soil conditioner), workshops, long term buying agreements, periodic audits, maintenance of farm dairy, on-door purchase, electronic weighments and premium payment on produce, ease the process of transition to organic for farmers

Rajasthani organic farmers associated with Natureland Organics

Natureland buttresses its farmers by paying fair prices and providing constant support to inspire in them a sense of significance, pride, validation and financial clover. This confidence boosting has helped the company expand and maintain its phalanx of more than 10,000 farmers.

“Farmers are the cornerstone of the organic movement and until they are not willing and enthusiastic participants, they will keep regressing to conventional farming methods,” believes Ajeet Godara, co-founder, Natureland Organics.

For the organic ecosystem in India to grow unencumbered, it is crucial to ensure inclusive growth of farmers by providing markets for their produce in domestic and international arenas and paying them fair wages to incentivise organic cultivation—an exercise well implemented by Natureland Organics.

MULTIPLE BUSINESS VERTICALS TO PROVIDE MARKETS FOR FARMERS

In its endeavour to gain more market share for its farmers, Natureland has expanded its operations to 5 key business verticals—B2B, retail, private labelling, e-commerce and export. Currently supplying to more than 250 domestic B2B buyers in the country, B2B is the company’s oldest business vertical. Its private labelling vertical is also much in demand, with the company servicing more than 20 prominent brands in the country.

Its retail vertical, which was launched in 2016, is relatively new. Currently, the company is associated with more than 45 leading distributors and its products are stocked in over more than 1,500 major retail outlets across the country, besides being listed on more than 25 e-commerce portals.

Internationally, Natureland’s products are exported to the United Arab Emirates, Singapore, Mauritius, South Africa, Seychelles, Canada, Australia and USA. The company has also established more than 40 exclusive franchise stores across India in a short span of a year, and is in the process of adding more such stores.

STATE-OF-ART MANUFACTURING UNIT BASED ON AGRO FOOD PARK FORMAT

Natureland’s array of offerings includes cereals, pulses, beans, spices, condiments, oil seeds, ghee, dried fruits, cold pressed oils, pasta, snack bars, whole wheat flour, pickles, jams, tea, honey, juices, roasted snacks, sweeteners and traditional sweets—all of them organic. The ingredients for the company’s organic products are sourced from an annually increasing cohort of over 10,000 organic farmers cultivating more than 40,000 acres across Uttarakhand, Rajasthan, Punjab, Uttar Pradesh, Karnataka, Maharashtra, Himachal Pradesh and Madhya Pradesh.

In order to ensure customers receive the best, all of Natureland’s products adhere to global organic quality benchmarks, and are produced observing the high standards of food safety and hygiene. The company tests each one its organic products for 186 pesticides.

Natureland’s organic farms, processes and products are certified organic by SGS India, as per the National Organic Program (NOP) for the US market, and in accordance with the National Programme for Organic Production (NPOP) applicable in India, as well as, possess EU Certification with Control Union.

Natureland Organics is also BRC, ISO 9001:2008, ISO 22000:2005, Food Safety Management System (FSMS), Hazard Analysis and Critical Control Points (HACCP) and Good Manufacturing Practices (GMP) certified, besides possessing requisite food safety and export licences.

Natureland’s 14-acre state-of-the-art warehousing and processing-cum-packing facility in Sri Ganganagar, Rajasthan, has been modelled on the concept of an agro-food park

The factory contains a 20,000-MT capacity warehouse for dry and cold storage, as well as, a 32,000-sq ft packing area dedicated to retail packaging

The final production, processing and packaging occurs at Natureland’s 14-acre state-of-the-art warehousing and processing-cum-packing facility in Sri Ganganagar, Rajasthan, which has been modelled on the concept of an agro-food park.

The production unit includes:

• A 20,000-MT capacity warehouse for both dry and cold storage, and a 32,000-sq ft packing area dedicated to retail packaging.
• A processing unit for dry base grinding and processing of wheat-based products, with a capacity of 5 MT per day.
• A Kachi Ghani wooden expeller cold pressed oil extraction unit, with a capacity of 3 MT per day.
• A cleaning, crushing and grinding plant for spices, with a capacity of 5 MT per day.
• A cleaning and grading plant, with a capacity of 20 MT per day.
• A colour sortex plant for all commodities, capable of sorting 24 MT within 8 hours.
• A processing and packaging plant.
• A manual cleaning/handpicking facility.

A PEEK INTO NATURELAND ORGANICS

Established in: 2002

Leadership: Ajeet and Arvind Godara

Organic Farmer Network: More than 10,000 farmers fostering more than 40,000 acres. Both the farmer network and acreage under organic cultivation are increasing year-on-year.

Product Range: Cereals, pulses, beans, spices, condiments, oil seeds, ghee, dried fruits, cold pressed oils, pasta, snack bars, whole wheat flour, pickles, jams, tea, honey, juices, roasted snacks, sweeteners and traditional sweets—all organic.

Production Capabilities: Natureland’s manufacturing plant is equipped with a 20,000-MT capacity warehouse for dry and cold storage, and a 32,000-sq ft packing area dedicated to retail packaging; a processing unit for dry base grinding and processing of wheat-based products with daily capacity of 5 MT; a Kachi Ghani wooden expeller cold pressed oil extraction unit with daily capacity of 3 MT; a cleaning, crushing and grinding plant for spices with 5 MT daily capacity; a cleaning and grading plant with a capacity of 20 MT per day; a colour sortex plant for all commodities, capable of sorting 24 MT in 8 hours; a processing plant; and a manual cleaning/handpicking facility.

Domestic Business: Engaged in B2B, retail, private labelling, e-commerce and export. Supplying to more than 200 domestic B2B buyers in India; servicing more than 20 Indian brands through private labelling; and associated with more than 45 distributors, with Natureland Organics’ products stocked in over 1,500 retail outlets across the country. The brand is listed on more than 25 e-commerce portals. In each of these verticals, Natureland is making rapid strides, with the numbers of clients, stockists, and buyers increasing yearly. The company has also established more than 40 exclusive franchise stores across India in a short span of a year, and is adding more such stores at a rapid rate.

Export: UAE, Singapore, Seychelles, Mauritius, South Africa, Canada, Australia and USA

Certifications: NOP, NPOP, EU, BRC, ISO, GMP, etc

Headquarters: Sri Ganganagar, Rajasthan, India

Website: www.naturelandorganics.com