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‘Pasuthai’, a slew of products from India’s first ISO 9001-2008 certified ‘Naati Hasu Goshala’ stands as a beautiful example for ‘Make-In-India’ product. Bengaluru based Sudhindranath Vasudevan started this only as a passion which is turning to be one of the emerging organizations focusing on the products without chemicals.
The Big Idea:
Sudhin seems to be passionate on a product that is end-to-end an Indian. Hailing from a humble family, and with not much knowledge about any trade, Sudhin wanted to start a product. However, he was very particular that whatever he does should be ‘by Indian’, ‘for Indian’ and ‘of Indian’. “Have you ever heard any where an organic farmer committing suicide because of loss in his agriculture?”, Sudhin starts the interaction questioning us. “An organic farmer is successful whereas the modern farmer who uses all modern techniques is not successful. Agriculture has to be done with the help of nature. Human beings cannot create the panchabutha, the five elements required for food production, artificially.”, says Sudhindranath as the reason behind forming this institution. Sudhin started with single handed with not expecting much response. However, to his surprise, the concept of natural food is picking up and his products goes only on referral model and picking up only through ‘word-of-mouth’. However, Sudhin is very particular on not taking this like another usual product in the market. “I am sure, in five years down the line, there will be more demand for chemical-less product and companies with similar products like us will be on demand.”
Pasuthai is a literal translation of ‘Gomata’ in Tamil. “We produce organic manure, fertilizers, pesticides and fungicides. We sell mainly to agriculturist and also for people who have garden in their homes.” The other notable thing is this product is purely B2B and sold only through online model.
Currently, the approximate revenue split of Pasuthai is milk (30%), Ghee (10%), Manure and Cow Urine based pest repellants form 60%. “We are selling 100% of our milk and ghee whereas our manure and pest repellants are only selling 10% of our capacity. Once we sell 100% of our production capacity then the segmentation will become 90% manure and pest repellants and 10% milk and it products.” Sudhindranath says.
No Cake-Walk zone:
Selling organic products seem to be a fancy buzz word. However, it is not as easy as it looks. Speaking on the challenges, Sudhindranath said, the important challenges are changing the mindset of the farmers and the consumers. He is also upset that mapping all the farmers together is another challenge. “Thus the cost of transporting this material from the producers to the end users becomes expensive. The subsidy and other help given by the government are only for chemical farmers. For example there is a huge subsidy running to around INR 2.5 Lakhs Crores, a year for urea alone. For organic farming there is no encouragement or any other help from the government or any other agencies.”, tells Sudhinranath.
The government should promote organic farming and also educate the people with the importance of desi-cow and agriculture. He also says that individuals taking it to people will take a long time, whereas government can take it in a very fast way, as they took the chemical farming to the people in those days. “Today Sikkim is 100% organic farming and there is no chemicals used for agriculture, and in the same way Bhutan is also 100% organic farming. Once the Government decides, it will change the momentum in a very rapid way.” Sudhindranath avers.
Pasuthai is also planning to produce mosquito coils, dhoop and agarbathi, bricks made of cow dung, vibhuthi (holy ash) which is fully made of cow dung and not with any chemicals. Pasuthai also has select list of person who are trading in agriculture products. They buy our product and sell it. Right now the ‘No-chemical’ company is not having any partner anywhere in India. However, Pasuthai is open for any joint venture with people with similar mindset.
Pasuthai is looking incorporating technology to their marketing strategy in the future. “Right now, once there is an enquiry through online, we fulfill the product. It will take some time before farmers groove themselves into the mobile app mode.” Sudhindranath said.
Unique Selling Point (USP):
Speaking on USP of his products, Sudhindranath says, coastwise his products are same as compared to the chemical-mixed counterparts. However, over a period of time the cost will reduce because the chemical ingredients in the soil will be wiped off and the production will increase.
With the globe started turning towards India for her rich culture and heritage, it is the high time, the government in the state and center should support budding entrepreneurs like Sudhindranath.