Ex-Commando Builds Sustainable Farm in Rajasthan, Earns ₹25 Lakh/Year

In the heart of Rajasthan's Pilani, where the landscape is as diverse as its culture, lies a unique story of transformation—a story of tradition meeting innovation, resilience, and adaptability, and of a farm that grew beyond its roots to become a symbol of sustainable agriculture.

This is the story of Maanjoo Farms, spread across 40 acres, started by ex-commando Mukesh Maanjoo in 2018 in Pilani.

The story began with a desire to do something different. Like many others in the region, the farm was originally a site of traditional farming. The land was used to grow staple crops like wheat, mustard, and barley in the Rabi season and millet, moong, and guhar in the autumn.

However, the owner of Maanjoo Farms, driven by his father's advice and his own innovative spirit, decided to explore new farming avenues.

In an exclusive conversation with Startup Pedia, the founder of Maanjoo Farms said, "My father, a forward-thinking man, believed in the value of agriculture but encouraged me to be innovative in farming. This inspiration led me to transform my farm from a traditional agricultural site into a diversified and sustainable farm."

The farm produces a variety of organic products, including olive oil, kinnow, mosambi, dates, and various seasonal fruits. The brand also sells dairy products like milk and ghee. Maanjoo Farms is organic certified.

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Growth journey of Maanjoo Farms

Born into a middle-class family in Rajasthan, the founder, Mukesh Maanjoo, spent his early years in Mumbai, where he received his education and later pursued a career.

However, the call of the land was strong. While he was posted in Delhi, he tried his hands on farming on weekends. Initially, Mukesh followed the traditional farming cycle, harvesting wheat and mustard during the Rabi season and bajra and moong during Kharif.

"However, I soon realized that this cycle, while reliable, offered limited financial returns. The income from these crops came only twice a year, which was not sustainable at all," the agri-founder told Startup Pedia.

Moreover, his father's words echoed in his mind, urging him to do something different with the land. Motivated by this, he embarked on a journey of experimentation and innovation.

Determined to create a more consistent income stream, he began experimenting with different crops. In 2012-2013, Mukesh began kinnow and mosambi farming on two acres of land, followed by olive trees in 2014-2015 and date farming in 2016-2017.

After his father was diagnosed with cancer in 2018, he took early retirement from his National Security Guard (NSG) job as a commando. He returned to his ancestral village in Rajasthan's Pilani to pursue farming full time while launching Maanjoo Farms Pilani.

“I started experimenting with different crops while I was in the army because I wanted to have a reliable source of income before leaving my secure job,”  added the founder of Maanjoo Farms. 

The shift from traditional crops to high-value produce like olives and dates marked a significant turning point in Maanjoo Farms' journey. But the journey was not without its challenges.

The farm's location in Rajasthan meant that agriculture depended heavily on rain, with water scarcity a constant threat. The land, though vast, had limited water-holding capacity, making it vulnerable to the whims of the weather.

"Despite these challenges, our determination and innovative approach led to the gradual transformation of the farm into a diversified and sustainable agricultural enterprise," added the founder of Maanjoo Farms.

Moreover, the farm also offers agro-tourism services, where visitors pay to stay, enjoy fresh produce, and participate in activities like horse riding and camel riding.

Over the years, Maanjoo Farms has grown significantly in terms of its agricultural output and revenue streams. The farm's innovative approach to farming has resulted in a continuous cycle of income generation.

For instance, kinnow and mosambi are harvested in December and January, while olives are ready for harvest in August, creating a steady flow of income throughout the year.

Before the COVID-19 pandemic, the revenue of the Rajasthan-based organic food brand was around Rs. 5 lakh in profit. As the produce increased, the revenue of Maanjoo Farms also gradually grew, partly because the pandemic made people realize the importance of having organic food for better health.

"Today, my farm makes Rs. 25 lakh in profit annually. Moreover, I have also provided jobs to a few people from the village who work on my farm," said Mukesh in the interview with Startup Pedia.

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How and Where Maanjoo Farms Sells

Being a 100% organic farm, producing all the food without any chemicals, Maanjoo Farms' products are premium priced. For instance, the farm's olive oil, which is highly sought after for its purity and health benefits, is priced at Rs. 1300 per liter for B2B and Rs. 1500 per liter for retail.

Similarly, the farm's ghee, made from the milk of indigenous cows, is sold at a high price of Rs. 2000/kg due to its authenticity and quality. The dates from Maanjoo Farms are priced at Rs. 100 per kg, which is the organically-grown Barhi variety.

Maanjoo Farms has adopted a multi-channel approach to marketing its products. The farm's produce is primarily sold directly to consumers, both locally and through online platforms. The farms's customers are spread from Pilani, Rajasthan, to metro cities like Delhi and Gurgaon.

Mukesh has also leveraged the power of social media to reach a wider audience. A significant turning point came when a few YouTubers visited the farm and featured it on their channels. These videos helped spread the word about the farm's high-quality organic produce, leading to a surge in demand.

In addition to direct sales, the farm also operates a membership model. Mukesh further added, "Around 225 primary members are associated with the farm, each paying a membership fee of Rs. 1000 at the beginning of the year. In return, they receive products worth their membership fee throughout the year," during the interview with Startup Pedia.

This model not only provides the farm with a steady cash flow but also fosters a sense of ownership among the members, many of whom are involved in the harvesting process.

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Vision and Way Forward

Looking ahead, the vision for Maanjoo Farms is clear: to continue innovating, expanding, and inspiring others. The founder is committed to maintaining the farm's organic practices and exploring new crops that can be introduced to the land.

"We are looking forward to expanding the farm's agro-tourism business, providing more people with the opportunity to experience sustainable farming firsthand," added Mukesh.

One of the most ambitious projects on the horizon is the cultivation of sandalwood. Inspired by a trip to Bangalore, where he visited a sandalwood research institute, the founder has planted 100 sandalwood plants on the farm.

These trees, which are expected to mature in 15 years, could significantly boost the farm's revenue in the future, as each tree could be worth up to 5 lakh rupees.

"I would urge educated youth to pursue innovative farming if they have a certain amount of farmland in their rural villages, especially developing an agro-tourism farm if the village is near any big city. It has huge potential," suggested Mukesh Maanjoo, founder of Maanjoo Farms, to conclude the Startup Pedia interview.

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