The Indian population has a deep-rooted love for rice. Post Covid the world saw a major shift towards health and fitness. The traditional rice varieties are typically high in glycemic index, potentially contributing to health issues like diabetes. Around 11.4% Indian population is suffering from diabetes. Inspired by the need for a healthier rice option, Mithilesh Boyina embarked on a mission to create a product that would revolutionize the way people perceive and consume this staple food without sacrificing taste or tradition.
He introduced Telangana Sona, a variety of rice with a low glycemic index (GI) that was developed by Professor Jayashankar of the Telangana State Agricultural University (PIJTSAU) in Hyderabad. This unique rice, with its potential to address the growing health concerns of Indians, became the cornerstone of his venture- Deccan Mudra.
Empowering Farmers, Nurturing Communities
This entrepreneur's sustainable approach involves partnering with Telangana farmers, providing them with seeds, support, and guaranteed prices. He is offering a range of healthy products, including low-glycemic rice, wheat, sunflower oil, and various black rice varieties. This model benefits farmers, ensures a reliable supply of high-quality products, and positively impacts the local economy. Mithilesh brings a wealth of experience in sales and a passion for solving customer problems. His understanding of the market dynamics and commitment to providing value-added products have been instrumental to the startup.
Impact on Farmers and the Agricultural Sector
Mithilesh's efforts have not only benefited consumers but have also had a positive impact on the agricultural sector. By working closely with farmers and promoting sustainable farming practices, the startup contributes adequately to the village locales. The products are not genetically modified (GMO). The seeds used are low glycemic. Scientists from PJTSAU frequent field visits to help the farmers in case of any problems.
As this innovative venture continues to grow, its founders envision expanding their product range, strengthening their supply chain, and reaching a wider audience. Their commitment to providing healthier, sustainable food options positions them as leaders in the Indian food industry. They also plan to relocate their packaging unit closer to the procurement unit, creating employment opportunities for local youth in Telangana. Additionally, they aim to explore opportunities in confectionary and collaborate with Women's Self-Help Groups.
Mithilesh's Advice to Yong Entrepreneurs: "Persistence is the Key. You cannot dream of going too big too soon." He says that it is important for any entrepreneur to understand the market dynamics and make meaningful investments.
