Leaders
In this Ready-to-eat food-buying era, people have made it a sine qua non to prioritize fitness and wholesome nutrition. People are returning to their roots and diverting to organic farming, considered the holistic production system that helps enhance agro-ecosystem health by giving higher outputs than conventional methods. Deliberating over the urban lifestyle, Upaj Farm has been advancing with revolutionary changes and transforming the farming scene in the country, with a mission to produce chemical-free and farm-fresh fruits and vegetables. The company is taking the conception of organic farming to a new level. Avanee Jain, Co- Founder of Upaj Farm, is an experienced professional in the industry who devised this excellent strategy and is now offering her customers a bright future of wellness.
In an intimate interview with us, Avanee shared with us how this idea was developed and also the challenges and struggles she faced during the initial stages.
Could you share details about your educational background and your career path thus far?
Speaking of my academic choice, I did a degree in architecture from Vidya Nagar School of Architecture. Then my marriage happened and I started my family with two children. In due course, I decided to continue my studies in the field of landscape design but due to some unforeseen circumstances, I could not pursue the same. But during these years, my favourite hobby turned out to be gardening. It was where I always found my solace. Also, my grandfather was a farmer which drew me closer to gardening. This is when I started exploring the various practices and ended up trying organic farming. That is the start of everything. I have been studying and sharing my knowledge in these fields ever since.
My advice to young people entering agriculture is to focus on cultivating the future & conserving nature
Could you share your previous industry experience and what inspired you to venture into farming and agriculture?
Emotionally, it was very taxing because, as an architect, there was no obvious reason for me to leave architecture. However, it became difficult to practice due to having two kids and a husband who was always travelling. Balancing everything was frustrating, so I temporarily stepped away from architecture, thinking I would return. Architectural education, though, is structured in a way that opens your mind and helps you create something from scratch until it materializes. This education was instrumental in creating Upaj and has been the foundation of my progress.
Can you share the core concept behind your venture and its primary areas of specialization?
Each season brings different produce from our certified organic farm. Currently, we are selling mangoes. Before this, we offered berries like pulsa and mulberries. In the monsoon season, we launch our popular 'Render Farm' program, 'RENT-A-FARM' which has been running for the past five or six years and is well-received by Barodians. This program invites participants to join us for the entire season, visiting our farm every week or ten days. They engage in all aspects of farming, from preparing the land and sowing seeds to growing, caring for, and finally harvesting the crops. This hands-on experience helps bridge the gap between urban dwellers and nature, offering a valuable connection to the environment and a unique family activity that appeals to all age groups. As the founder of Upaj Farm, I oversee the overall vision and direction, including designing the logo and master plan, selecting products, and organizing events. I also design the physical ecosystem of the farm and manage the financial aspects. Our team consists of village-educated agricultural enthusiasts who assist in these endeavours.
What has been your key to success as a woman and industry leader? What core ethics and principles do you follow daily?
This venture was born out of love and passion, and while it hasn’t been extremely lucrative financially, it has been immensely rewarding in other ways. Many people have been inspired by our activities and have turned their passions into businesses. For example, a doctor couple associated with us started their dairy farm in the village, and another individual began growing greens hydroponically in her home. Our work has inspired people to connect with nature and find fulfilling activities. Children also benefit, often coming to us for school and college projects, with our experts helping them study topics like soil and weather impacts on farming. This connection with nature, fostering both young and old, has been the most satisfying aspect.
What are your plans for yourself and your company moving forward?
I believe that the concept of farming should evolve beyond mere production for human consumption. Farmers should also be seen as stewards of wilderness and ecosystem managers, not just cultivating crops but also conserving biodiversity hotspots. We need to shift the focus from solely producing for consumption to also nurturing and conserving nature. This could involve farmers being employed to take care of ecosystems, promoting forest growth in agricultural areas, and providing alternative income sources related to environmental conservation. This broader perspective can attract more interest and engagement from the younger generation, especially as awareness and interest in environmental issues continue to grow. Ultimately, striking a balance between technological advancement and natural processes is key for sustainable growth and the evolution of agriculture.
Avanee Jain, Co-Founder, Upaj Farm
Avanee Jain is a seasoned expert with a unique business venture that encourages people to embrace organic farming and Permaculture practices and other revolutionary agricultural methods. Through her company, Upaj Farm, she extends her services to promote sustainable farming practices, fostering a deep connection between urban dwellers and nature.
