By Bhalakatha Team
Somashekar Pogula, armed with an MBA, embarked on a challenging journey that would eventually see him establish the successful venture, Adithi Millets. This venture, which deals with the cultivation and promotion of millets, took root after a profound personal experience shook his world.
In 2013, Somashekar’s father was diagnosed with a kidney ailment, leaving doctors perplexed about the exact cause. This puzzling situation led to frequent hospital visits and dialysis sessions. The sight of his father’s pain left Somashekar grappling with the unanswerable question, “Why him?” Financial resources dwindled as they navigated through private and government hospitals in search of a solution. Tragically, after three years of intense efforts, Somashekar’s father passed away, leaving an indelible mark on Somashekar’s outlook.
This experience served as a catalyst, setting Somashekar on a path he had never envisioned. During those hospital visits, he observed a distressing pattern—numerous patients suffered from diseases linked to poor dietary habits. This insight sparked his realization that contemporary food production, riddled with chemicals and pesticides, played a pivotal role in the deteriorating health of individuals.
However, it wasn’t just health concerns that motivated Somashekar’s shift. Hailing from a farming family, he was intimately acquainted with the struggles faced by agrarian communities. Particularly disturbing was the alarming rate of farmer suicides, a crisis looming ominously over Indian villages. The harsh reality of these farmers’ lives struck a chord within Somashekar. He witnessed how farmers, burdened with loans taken to cultivate high-value crops, often found themselves trapped in debt cycles that led some to take drastic measures like suicide.
This empathy for the farming community, coupled with his desire to address the issues at hand, led Somashekar to take a bold step. He decided to leave his corporate position and immerse himself in the farming community in his native village, Kurnool, Andhra Pradesh.
Within this backdrop, Somashekar encountered a paradox. While many emerging farming startups advocated for organic practices, this struck him as a curious trend. Growing up, he had seen that organic farming was a traditional norm, and it surprised him to witness its resurgence as a novel concept. Modern influences had prompted some farmers to shift to chemical-laden methods, lured by improved yields. Somashekar’s goal, however, was not to introduce a new concept but to reintroduce an old, healthier practice.
In 2017, Adithi Millets was born with a modest start, involving 30 farmers. Over the years, it has burgeoned into a thriving enterprise with over 200 farmers and an impressive turnover of Rs 2 crore. The company’s model empowers farmers by encouraging millet cultivation and aiding them in various facets of the process, from cultivation to marketing and trade with corporations.
Central to Adithi Millets’ mission is the vision of “Millets to Millions.” This reflects their commitment to popularize the consumption and understanding of these nutritional powerhouses among the masses. The choice of millets as the focal point is driven by their health benefits and ease of cultivation, reducing the financial burden on farmers.
The journey of millets from field to table begins in early June, just before the monsoon season. Farmers are engaged through meetings where the advantages of millet cultivation are explained. Once onboard, farmers are provided with a company letter detailing the Minimum Support Price (MSP) for their millets. This assurance of seed supply and purchase eliminates market uncertainties for the farmers.
A notable aspect of Adithi Millets’ approach is the involvement of local women from villages. They play a pivotal role in cleaning and sorting the harvested millets. Once quality checks are satisfied, the millets undergo processing, transforming into value-added products like dosa mixes, malt, and more. These products are made available on platforms like Amazon, priced affordably, starting from Rs 150.
Beyond the business, Somashekar’s engagement with farmers extends to providing resources to families affected by farmer suicides. Sewing machines, livestock, and other means of livelihood are offered to support these families, underlining the broader social commitment of Adithi Millets.
The impact of Adithi Millets is best illustrated through the experience of a farmer named K Hemadri Reddy. After joining Adithi Millets, he embraced Somashekar’s innovative re-cropping technique. This approach not only doubled his yield but also his revenue, without needing additional seeds. This success story underscores the practical value of Somashekar’s agricultural expertise.
Somashekar’s journey from the corporate world to establishing Adithi Millets embodies his personal growth and transformation. His empathy for his community, dedication to sustainable farming practices, and passion for making a positive change have been pivotal in shaping the company’s trajectory.
In conclusion, Somashekar Pogula’s journey from a corporate professional to the founder of Adithi Millets is a testament to the power of personal experiences and a deep-seated desire for positive change. Through his endeavors, he not only established a successful venture but also contributed to the betterment of farming communities and public health.
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