How this Kerala man built Rs 2 crore business by exporting organic vegetables to Dubai

During Onam celebrations in Dubai over a decade ago, PK Bijesh struggled to find fresh bananas for the traditional feast. He was working at a private company at that time. The small moment of frustration sparked a bigger idea within him. What if Malayalis in the Gulf could get fresh produce straight from Kerala, just like back home? 

Driven by that thought, Bijesh quit his job, returned to his hometown in Thrissur, took the necessary export licenses, and began small by exporting 160 kg of vegetables produced by 35 families. 

Today, his initiative, Nature Beats Organic, supplies homegrown organic vegetables to over 1,000 families across Dubai, runs a retail outlet in the Al Qusais area, and makes an annual revenue of Rs 2 crore.

Speaking to 30 Stades, 47-year-old Bijesh recalls, “That time, we searched across shops, but couldn’t find bananas anywhere. That simple gap, the absence of a humble banana, planted a seed in my mind. That’s when I thought if we can’t find our Malayalee essentials here, then why not send them from home?” he asks.

Also Read: This farmer conserves over 800 types of organic vegetable seeds; sells across India

“I packed up and came back to Kerala, took the necessary licenses, and began exporting bananas to Dubai. The excitement, though, was short-lived. It didn’t work well. We faced payment issues, and there weren’t great returns.”

Still, the spark didn’t die. Instead, it grew stronger.

Cracking the right formula

With his brother Praveen still based in Dubai, Bijesh decided to take another route. Another demand they focused on was the need for fresh, homegrown, organic vegetables. So they worked to bridge that gap.

Also Read: Tribal farmers grow organic millets and vegetables on once-barren land; income up three times

"Initially, all produce was sourced from others. However, sourcing genuine organic vegetables was a nightmare. It’s difficult to know what’s truly organic. We had to spend a lot of time and effort verifying and identifying the best sources. We began with 35 families and sent a mix of vegetables, about 160 kg, in 1 kg kits. I would pack and send from Kerala, while Praveen would receive and distribute to homes in Dubai," he shares.

The word spread. People were excited to receive homegrown vegetables -- fresh, local varieties that reminded them of home. Every week, their customer base expanded and eventually crossed over 1,000 families.

Getting into organic farming 

So, two years after they began exporting, Bijesh decided to get into farming to ensure the ready availability of quality organic produce. It started with 1.5 acres of leased land in Mala, Thrissur. Now, the brothers cultivate organic vegetables over 8 acres.

They carefully select land that hasn’t been cultivated in a long time to reduce contamination from chemical residues. The land is cleared using tractors and then treated with compost. Drip irrigation is used to manage water efficiently. Pest issues are constant, but chemical pesticides are not an option.

“We use natural inputs, poultry waste, cow dung, and we make our organic mixes as manure. We also get certified organic inputs from companies like Green Planet and India Grow. Our motto: prevention is better than a cure. So we can do pest control, etc in advance and not wait to take remedy after the crops get affected," the organic farmer says.

Food value

Organic farming has its challenges, especially when it comes to costs. “A 150 ml chemical fertiliser may cost Rs 250. But organic manure would be easily Rs 2,500,” Bijesh says.

The output is also lower. Pests, weather, and soil variability all add to the risk in organic vegetable farming. “In a 60 kg harvest, we lose about 10 kg to pests or weeds. That naturally reflects in pricing. If the traditionally grown lady’s finger sells for Rs 50-60 a kg, we have to sell ours at Rs 100 per kg to break even. That’s why it’s hard to sell locally, people won’t spend that much regularly," Bijesh adds.

Instead of growing everything on a large scale, they cultivate in small patches of less than 10 cents per crop. This helps them rotate harvests and maintain freshness.

A year ago, they took a big step and opened a retail store in Dubai under the brand Nature Beats Organic. Bijesh says that it’s growing well and a physical presence helped them gain more trust and visibility.

Also Read: MBA woman farmer harvests 55,000 kg tomatoes per acre; turns around her family farm

Fresh from Kerala to Dubai in 24 hours

Bijesh now harvests around 2,500 to 3,000 kg of produce every week, including fruits like bananas. These are shipped to Dubai thrice a week. Their system runs on clockwork.

“We pack the produce and send it by noon. It reaches the airport and is loaded into cargo flights by evening. There are flights at 9 p.m. and 3 a.m. It reaches Dubai early in the morning, and by 6 am to 7 am, everything is collected, sorted, and delivered. A part of it goes to customers directly. The rest goes to the shop for walk-in purchases. We also collaborate with delivery agents to serve a wider area," Bijesh shares.

The range includes beans, brinjal, lady’s finger, bitter gourd, pumpkin, ash gourd, turmeric, tapioca, yam, ginger, and other native staples.

In addition to vegetables, they sell organic rice and other products sourced from collectives. “The demand for rice is huge. We also work with Kudumbashree units to source puttu podi, rice powder, and mixes," he adds. The price of the products ranges from 8 Dirhams to 15 Dirhams (Rs185 to Rs 350).

Also Read: Bengal farmer revives native paddy variety; earns Rs120 per kg with organic farming

Last year, Nature Beats Organic clocked total revenues of around Rs 2 crore, with monthly revenue nearing Rs 16 lakh. “This was not some big business plan. I just saw a demand, started with sourcing, built trust, and once we had a strong base, we got into farming," Bijesh states.

Connected to home

What sets Nature Beats Organic apart is not just their produce, but the trust they’ve built. Their farm in Thrissur, Kerala, has CCTV cameras installed. And in their Dubai shop, a television screen plays live footage from the farm. 

“People can see what’s happening in real-time. They feel part of the process. They know what they’re getting and where it’s coming from. Such initiatives make people feel connected to their homeland," he says. 

"They value the produce and even for us, it gives us a lot of joy and satisfaction being the facilitators." Bijesh adds.

Expansion and a word to aspiring farmers

The next step is to grow beyond Dubai and start shops in Sharjah, Qatar, and Kuwait. He notes that the demand for good food and fresh vegetables is growing. There are a lot of abroad returnees jumping into the business bandwagon, and Bijesh notes that he has seen a lot of people take up farming. 

But he also understands why a lot of them don't succeed. “When they’re in Dubai, they only see sand. They return, see the greenery, and invest heavily in farming. But without identifying a market, it almost always ends in loss. My advice is to not jump straight into production. Start by sourcing. Learn the market. Build connections. Then slowly, if it makes sense, get into farming," he signs off. 

(Chandhini R is a Kerala-based journalist specialising in human interest, entertainment, and art and culture stories).

Also Read: Kerala brothers build global couverture chocolate business; produce 3500 kg monthly

Look up our YouTube Channel