How this farmer sells 3,000 kg of vegetables monthly at premium rates without middlemen

Balram Harichand Kelna’s family has lived on their farm in Palwal, Haryana, for 45 years. His grandparents, both fond of fresh vegetables, cultivated them on a patch of land for family consumption and sharing with friends and relatives. They cultivated wheat, bajra and sugarcane for sale in the market.

“After my grandmother passed away in 2006, my father decided to discontinue vegetable farming, and we began purchasing them from the market. But the vegetables lacked taste and spoiled quickly,” Balram tells 30Stades.

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In 2009, his father decided to resume vegetable cultivation. They did not know the technicalities of organic farming, but believed in natural practices. Initially, they used cow dung along with some chemicals. “However, after interacting with experts at ICAR-Indian Agricultural Research Institute and Chaudhary Charan Singh Haryana Agricultural University, my father learned about vermicomposting and organic methods,” the 32-year-old farmer says.

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Balram’s father began preparing vermicompost and cow dung manure on the farm. Eventually, they stopped using chemicals completely. Yields dipped because organic manure could not be applied in very large quantities, but they chose soil health over short-term production.

Learning organic farming

While pursuing his BA during 2012-13, Balram began assisting his father in the morning and evening. They were inspired by the teachings of Rajiv Dixit, who propagated cow-based organic farming and natural practices.

“Since we already reared cows, we began preparing jeevamrit and dashparni ark using cow urine and bitter leaves not consumed by animals. Alongside wheat and rice, we also cultivated turmeric, garlic, and vegetables using organic methods,” Balram recollects.

People in the surrounding villages mocked their methods.

“My father would tell them to sell their chemical-based crops in the market and buy ours for home consumption. Gradually, neighbours noticed the taste and longer shelf life of our produce. The word-of-mouth publicity began,” says Balram.

The turning point

In 2014, Balram met some people in Faridabad who suggested selling at a Swadeshi store dealing in organic products. His father received a call on a Saturday evening to set up a small vegetable stall outside the shop on Sunday morning.

“I took whatever organic vegetables we had on my bike. Within two hours, everything was sold. I earned Rs 750 that day. Locally, I would not have made even Rs 100,” he recalls.

The following week, he carried more organic produce, including sugarcane, spinach, fenugreek, carrot, other seasonal vegetables and even wheat flour. That day, he earned Rs 3,000. Encouraged, the family began supplying regularly. Orders started coming in for wheat flour, vegetables and bulk supplies from organic companies.

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

Sales with strategy

At that time, vegetables were grown on just 1.5 acres. By 2017, they expanded the area to 2.5 acres. “In 2018-19, it reached five acres, and by 2021, it was six acres. I have also dedicated one acre to a fruit orchard with 27 varieties, including malta, mango, grapes, papaya and guava,” he says.

"People today value clean, organic food. Consistent income from vegetable farming is possible with planning, mixed farming, organic inputs like vermicompost and jeevamrit, and direct connections with buyers," he says.

Today, Balram follows a clear marketing strategy. He sells around 200 to 250 kg of vegetables per week (800 kg to 900 kg per month) through retail stores and stalls in Faridabad.

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“They retail at an average of Rs 70 per kg. Broccoli fetches the highest price of up to Rs 120 per kg, sometimes even Rs 160 in premium markets,” he adds.

The second channel is bulk sales to companies. “The weekly sale is 500 to 600 kg per week (around 2,000 kg a month). Bulk buyers pay about Rs 40 to Rs 50 per kg. In total, about 3,000 kg of vegetables are sold monthly across channels,” Balram says.

The sowing and harvesting continue throughout the year as he plants vegetables for the coming season on part of the land while still harvesting the current crop.

“Like right now, in February, we are selling potatoes, carrots, brinjal, cabbage, lettuce, tomato, spinach, broccoli and other vegetables. In another part, we have already sown gourds (bottle, bitter, ridge, sponge), okra (bhindi), tomatoes, chillies, cucumbers, and melons, etc.”

Seed saving and diversification

Balram has reserved two acres for the production of native seeds on a trial basis. Here, some vegetables are left on the plants to mature fully for seed collection. “It reduces immediate yields but strengthens long-term sustainability,” he says.

Besides vegetables, the family cultivates wheat, bajra, rice and moong on five additional acres. They also practice mulching after harvest to prepare the soil for the next planting cycle. “We also avail subsidies for making vermicompost,” he adds.

Balram now trains other farmers in organic and natural farming techniques. He has also won many awards for his organic farming practices. “With government support, I have been able to create awareness about eating healthy and organic food,” the agripreneur says.

(Riya Singh is a Ranchi-based journalist who writes on environment, farming, sustainability, startups, & women empowerment).

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