Wipro Techie Converts Barren Land Into Fruit Farm, Makes ₹50L Annually

Driven by a long-held dream of farming, Mandeep Verma left a successful career at Wipro to lead a simpler life in his village in Himachal Pradesh. Deeply connected to his family and their serene home in Solan, he sought to preserve the village's close-knit community, which city life could not offer.

Reminiscing about his childhood, Mandeep, who completed his schooling in hometown, recalls spending time on the farm after school and enjoying the fresh fruits.

"Hailing from a place where everyone is involved in farming in some way or another, I had a keen interest in it. Moreover, I admire village life more than city life," said Mandeep in an exclusive conversation with Startup Pedia.

After thorough research and consultations with horticulture experts and Dr Y.S. Parmar University, Mandeep decided to cultivate kiwis, a fruit well-suited to Himachal Pradesh's local climate.

In 2015, he launched his venture, Swaastik Farms, with an initial investment of about Rs. 3-4 lakh. He then converted barren land into fertile soil and planted about 150 kiwi plants.

Since its inception, the venture has diversified into multiple farming activities for better and more regular returns. In 2018, they expanded into apple cultivation, importing high-quality varieties from Italy with government support.

In 2019, Swaastik Farms expanded into the nursery business, which required minimal investment and achieved break-even in the first year. In January 2024, they entered floriculture, anticipating break-even by the end of the year.

"Multiple cultivation leads to regular income, as every crop has its own season to yield fruits," said Mandeep during the interview with Startup Pedia.

Swaastik Farms Produce Prices

Kiwi, a medicinal fruit, sees high demand during dengue seasons, fetching prices up to ₹120 per piece in cities like Delhi.

"Our farm's organic and premium kiwis are sold for ₹200-₹350 per kg. During the COVID-19 pandemic, health-conscious consumers boosted demand, leading to advance bookings and increased revenue by 10-20%," said Mandeep in an interview with Startup Pedia.

Similarly, apples from the farm, cultivated organically, attracted discerning buyers who valued quality over superficial appearance. Despite minor blemishes, the natural flavour and health benefits keep demand high.

The founder of Swaastik Farms focuses on rational pricing, targeting tier-two cities to broaden the customer base.

The Organic and Sustainable Model

Swasstik Farms' journey towards an "Organic and Sustainable" model began with a commitment to avoid harmful chemicals. Mandeep added, "Initially, local farmers were sceptical about organic practices, but we led by example. We invited farmers to our farm, showcasing the health of our plants compared to chemically-treated ones," during the interview with Startup Pedia.

The venture created a sustainable ecosystem using beneficial insects like ladybugs to control pests and multi-cropping techniques to enhance soil fertility. For instance, planting legumes alongside apple trees helped fix nitrogen in the soil and attract helpful insects.

"This integrated approach reduced the need for chemical inputs and built a strong immune system for the soil, resulting in minimal disease and pest issues," the founder of Swaastik Farms told Startup Pedia.

The agri-venture prioritised traditional seeds over hybrids to maintain genetic resistance and reduce costs. They focused on local procurement and multiplication of plant saplings to ensure healthy, disease-free planting material, adhering to quarantine regulations for imports.

Their proactive practices have lowered input costs and set a benchmark for sustainable farming in the region.

The founder of Swaastik Farms said while talking to Startup Pedia, "Our model has inspired local farmers to adopt organic methods. It definitely took time, but things changed when farmers observed the differences and impact."

Reaching the Consumers

Swaastik Farms' market strategy is built on two primary sales channels: direct-to-consumer (D2C) and B2B. The brand's direct farm sales account for about 30-40% of its revenue, with the potential to increase if it amplifies its marketing efforts.

The remaining 50% comes from bulk buyers who purchase directly from the farm. This dual approach allows Swaastik to balance between direct sales and bulk orders without involving middlemen.

"For bulk buyers from cities like Mumbai or Delhi, we encourage farm visits to ensure transparency and alignment on product expectations, particularly for organic produce, which may differ in appearance from chemically-treated fruits. This hands-on approach helps set clear expectations, and fosters trust," explained Mandeep while speaking with Startup Pedia.

For individual consumers, Swaastik Farms emphasises authenticity and transparency. They offer detailed photos and live video calls to showcase the quality of their produce, ensuring that customers receive exactly what they expect.

Swaastik integrated modern technology with personalised service to streamline sales. Customers can place orders through the brand's website, which supports online payments and efficient dispatch.

The venture also provides a personalised touch via WhatsApp and handles packaging and dispatching through trusted courier partners.

Financial Journey of Swaastik Farms

The founder of Swaastik Farms initially invested around Rs. 3-4 lakh, gradually increasing the total investment to Rs. 20 lakh over the years. The venture played an important role in forming the village cluster for strengthening the village irrigation system and boosting up new horticulture crops with the govt aid of around Rs. 65 lakh. 

Swaastik Farms's revenue journey is marked by steady growth and promising potential. Currently, the brand yields a stable annual revenue of approximately Rs. 40 to 50 lakh, with this figure expected to increase as plant age and production levels rise.

"Over the next few years, this revenue is anticipated to potentially double. This projection excludes the contributions from our recent foray into floriculture," Mandeep told Startup Pedia.

Since launching its floriculture division earlier this year, Swaastik Farms has already generated around Rs. 10 to 12 lakh within just six months.

Way Ahead for Swaastik Farms

Swaastik Farms' future plans are focused on expanding and optimising their agricultural operations. They aim to consolidate their land holdings into a larger, contiguous area to streamline farming practices and improve accessibility for machinery.

Currently, their land is dispersed across multiple locations, a challenge in Himachal's rugged terrain. By acquiring a larger, single plot, they hope to enhance efficiency and scalability.

In addition to expanding its land base, Swaastik plans to diversify its crop offerings. The brand is exploring the cultivation of protected crops like red and yellow capsicum, as well as mushrooms. These initiatives reflect their commitment to innovation and growth, aiming to broaden their product range and adapt to evolving market demands.

Swaastik's vision extends beyond personal fulfilment. Mandeep aspires to transform farming practices in Himachal, aiming to restore soil health and promote sustainable food production.

"My goal is to ensure that future generations can enjoy the same wholesome, chemical-free produce that I once enjoyed in my childhood," concludes Mandeep Verma, founder of Swaastik Farms, at the end of the Startup Pedia interview.