Most people tend to follow the family business after completing their education, continuing a tradition that spans generations. But Purva Jindal, a 29-year-old from Bhilwara, Rajasthan, had other plans. Instead of walking the usual path, she chose to take a bold step in a new direction. After earning her MBA from S. P. Jain Institute of Management and Research in Mumbai in 2017, Purva seemed to have a clear path ahead. But when the COVID-19 pandemic hit in 2020, life took an unexpected turn. For many, it was a time of setbacks, but for Purva, it was a moment to follow her heart and explore something she had always quietly dreamed of- to venture into something new and impactful.
A New Dream Takes Root: Organic Farming
During the pandemic, Purva noticed a troubling trend—many people around her were falling ill after consuming non-organic vegetables and fruits. “It got me thinking about starting something that would promote health and well-being,” she says. With no background in agriculture or farming, Purva decided to venture into organic farming.
In 2021, she began meeting farmers in Rajasthan who practiced organic farming, only to realize there were very few of them. Despite the challenges, Purva envisioned a model where organic produce would be delivered directly to people's homes. "Starting a farming business was completely new to me, and I had zero knowledge about it," she admits. To overcome this, she researched extensively, using online sources like YouTube. She also hired organic farming experts who had knowledge of minerals, nutrients, and organic pesticide preparation.
Turning Barren Land into a Fertile Opportunity
One of the first challenges was finding suitable land for farming. Purva’s family owned 10 acres of barren land in Hamirgarh, about 22 km from Bhilwara, which they had bought in 2014-2015. The land was rocky, but Purva saw its potential. She began by conducting soil tests, which revealed that while the land had a good pH level, some nutrients were missing. To improve the soil quality, they used cow dung as fertilizer.
The 10 acres were divided into three parts. An office, cow sheds, and irrigation pumps were installed on one part of the land, while the other two-thirds were reserved for farming. Initially, only one section was prepared for organic farming, but it became a strong foundation for Purva’s organic venture.
Building an Organic Farm from Scratch
Instead of buying plants, Purva decided to start her own nursery, growing vegetables from seeds. By October 2021, she began planting a variety of winter vegetables, including peas, sweetcorn, brinjal, beetroot, tomatoes, radish, broccoli, carrots, cauliflower, and even strawberries. By the end of December 2021, the first crop was ready for harvest.
In the summer, the farm produced watermelon, cucumbers, and tomatoes, among other crops. The land was in constant use, with crops being sown and harvested throughout the year. Purva’s team harvested vegetables every other day and delivered them to customers’ homes three times a week.
In addition to vegetables, she also ventured into dairy farming. Purva owns several Gir cows, from which she produces ghee. The ghee, sold at Rs 1,800 per kg, has become another revenue stream for the farm. Purva's organic produce is in high demand locally and in cities like Jaipur, Kota, Jodhpur, and Chittore. She supplies vegetables not only to individual customers but also to fellow organic farmers in bulk. On average, Purva earns Rs 7,000 per day from her farm, which translates to an annual income of around Rs 25 lakh from vegetables, fruits, and other farm products.
Expanding Markets and Future Plans
When asked about the pricing of her organic produce, Purva explains that they sell directly to consumers to keep the prices reasonable. “Sometimes we face small losses, but our goal is to raise awareness about the benefits of organic produce,” she says. “As more people become accustomed to eating organically grown food, the market will grow.”
Looking to the future, Purva has ambitious plans for her organic farming business. She is currently applying for a government subsidy to build an 8,000 sq meter Net house, which will allow her to grow a wider variety of crops. Additionally, she aims to set up a model farm that could serve as an example for other aspiring organic farmers. "We’re working on creating modules and partnerships to help others get started with organic farming," she explains.
Purva Jindal’s story is one of resilience, passion, and a willingness to take risks. By stepping away from the family business and venturing into the unknown, she has not only found success but is also contributing to a healthier future for her community. Her story proves that with the right mindset and hard work, it’s possible to break away from tradition and achieve success in a completely different field.
