Tropical Agrosystem (India), a leading player in India’s crop protection and plant nutrition industry, has reaffirmed its commitment to sustainable agriculture and toxin-free food on every plate, through its latest initiative, #SawalKalKaHai. #SawalKalKaHai is a national campaign aimed at promoting environmentally friendly farming practices that ensures long-term food security and motivates consumers to make conscious, responsible food choices.
With the central message, “The question is not just about today, but every tomorrow,” the campaign highlights the urgent need to protect soil health, preserve ecological balance, and secure the future of our food systems. It calls on both farmers and consumers to take collective responsibility—underscoring that sustainability is a shared responsibility across the entire food chain.
According to the Geneva Environment Network, unsustainable expansion of agriculture has created serious environmental problems like soil erosion, water pollution through excessive use of chemicals, and emission of greenhouse gases. It further says that the world needs to produce food for an additional two billion people by 2030 due to increasing population and that in such a scenario, preserving and enhancing the natural resource base upon which the well-being of present and future generations depends is crucial.
Founded in 1969 and part of the century-old Jhaver Group, Tropical Agro has emerged as one of India’s fastest-growing agri-input companies. With an annual turnover of approximately USD 200 million, the company offers a comprehensive portfolio of chemical, biological, and organic solutions—ranking among the top two Indian brands in the sector.
The #SawalKalKaHai campaign aims to deepen awareness of how everyday food choices are intrinsically linked to farming practices and to spark a nationwide conversation on sustainable food systems. Through emotional storytelling and a compelling “Food to Farm” narrative, the campaign film traces the journey of food—from the soil to the plate— demonstrating how informed choices can shape the health of individuals, families, and the environment, whether it’s a child’s lunchbox or a shared family meal.
The two-minute film opens with a relatable question echoed across Indian homes — “Khaane Mein Kya Hai?” (What’s on the menu?)—and follows a mother who begins making healthier choices for her child by replacing unhealthy options with more nutritious food. The narrative emphasizes that this question isn’t just relevant today but will continue to be asked tomorrow. It then then transitions to a farm, where Tropical Agro’s sustainable farming solutions—from seed treatment to post-harvest—are helping farmers deliver better, more nutritious food choice to the consumer. The film powerfully underscores how today’s choices influence the food ecosystem of tomorrow. (Watch the film here: https://youtu.be/nPK2i8It7l4)
“At Tropical Agro, we believe sustainability is not just a buzzword—it’s a responsibility,” said V. K. Jhaver, Founder of Tropical Agrosystem (India) Pvt. Ltd. “#SawalKalKaHai campaign is our call to action - for both farmers and urban consumers - to make conscious choices that ensure a better future. We are committed to promoting practices that protect our planet, our food systems, and the livelihoods of farmers across India. This is more than a campaign—it’s the beginning of a long-term movement that will inspire generations to come.”
Chandrika Rodrigues, General Manager – Branding & Communication, added: “Sustainability is at the heart of everything we do. With #SawalKalKaHai, we aim to bridge the gap between the rural farms and what reaches the plates of urban consumers. By sparking awareness and emotional engagement, we’re nurturing a movement towards healthier, more resilient food ecosystem."
"Building on the success of earlier initiatives such as the documentaries Jai Jawan Jaivik Kisan and Jiyo aur Jeene Do, this campaign emphasizes the need to rethink both farming practices and food consumption. By making responsible decisions today, we can ensure a thriving agricultural future for the generations to come."
