Bengaluru: Madhuchandan SC is one of the popular names in Karnataka today. He made the ‘sweat donation’ campaign very popular among the urban population over the last few years. He is also the man behind promoting noble acts like cow donation for the needy farmers and also the organic products(Organic Mandya) in the name of a district.
This is the story of Madhuchandan, a techie turned social evangelist who is reshaping the lives of thousands of families. His organic product company-‘Organic Mandya’ has now developed into an important player in the field of organic farm products in the state of Karnataka. It has successfully connected the farmers and buyers creating a win-win platform.
Background
Mandya is considered the cradle of sugarcane cultivation. Even though it is an irrigated district, farm distress is claiming the lives of many farmers every year. Crop loss, no market access, fluctuation in prices, the burden of loans, etc are the major challenges faced by the local farmers. Madhuchandan has come as a savior, helping the farmers to overcome these challenges and also to switch over to the organic way of farming.
The Start
Madhuchandan was running his own software firm in the US and since his company’s Research and Development wing was located in Bengaluru, he had to visit Karnataka very often.
It was during these visits that he noticed many of the cab drivers coming to pick him from the airport hailed from Mandya. He wondered why such young men were taking up this job even when their home district was known as the cradle of sugarcane cultivation and other allied activities. With this thought, Madhuchandan decided to bid adieu to the USA in 2014 and returned to Mandya, and immediately started a cooperative society.
From Co-Op to Organic Mandya
The first meeting of this society was held in a tea shop. As more and more farmers started getting inspired, the number of farmers deciding to take up organic farming increased substantially. It led to the formation of the Mandya Organic Farmers’ Co-operative Society. Later he formed Organic Mandya as a marketing wing to support the Mandya Organic Farmers Co-operative Society.
The idea of Madhuchandan to introduce organic farming to the farmers to help them break out of the vicious circle of poverty has yielded fruits. The farmers have returned to various age-old and natural methods of farming including the usage of Jeevamritha. Natural Pest Repellants like Buttermilk and Neem Spray, and age-old techniques such as Crop Rotation, Companion Planting, etc.
Organic Mandya
The products now marketed under the brand ‘Organic Mandya’ include staples including various grains, dals, pulses, dry fruits, flakes, millets, flours, honey, cold-pressed oil, spices, salt, and sweeteners, masala powders, etc. Ready-to-cook/ eat products, home care, beverages, personal care, wellness products are also now made available under the organic shopping list. Seven stores have been set up in Bengaluru to cater to the demands of organic food lovers. Desi cow milk and milk products are also very popular.
Sweat Donation
His novel initiative ‘sweat donation’ has become very popular in Karnataka today. Under this initiative, the urban youth can visit any paddy or other fields and work for free. The idea here is to help out a farmer who may feel labour shortage. And get city-folks acquainted with how is it like to actually do farming while helping out the farmer!
Cow Donation
Another important drive taken up by Madhuchandan is the cow donation campaign. According to him, if farmers should refrain from using chemical fertilizers then they need a source to provide nutrients to their crops.
Farmers can prepare organic manure called ‘jeevamritha’, which helps in nourishing and replenishing the topsoil for organic farming if they have cows.
However, he noticed that while only some farmers have cows, most do not have cattle with them. “To bridge this gap we tied up with a GoShala in Mandya and have been donating cows to needy farmer families. Till date, we’ve donated 600 Oxen, Cows, and Buffalos,” he explains.
Lake Rejuvenation
Organic Mandya worked with the villagers and local authorities to rejuvenate the lakes, naturally fertile silt soil of the Lake Bed was given to farmers as manure and the lake bunds were beautified. As of date, Organic Mandya has assisted with the 14 Lake Rejuvenation Projects in Mandya District.
Forest- Farming Programme
The Organic Mandya has been instrumental in implementing the Forest-Farming Program. Where all their farmers have been directed to plant trees alongside the border of their farms. Fruit/Forest trees help a ton in sustaining the main crop. They are also of great help to farmers in multiplying their income. In association with Karnataka Forest Department, 60,000 saplings were given to the farmers.
Madhuchandan is a multi-faceted personality. Along with organic farming and marketing, he is involved in a number of other activities. Which is truly inspiring local farmers especially women and youth. Free organic farming training is provided by his team to the enthusiasts. He is now leading the Mandya District Milk Producers’ Agitation Committee. Which unearthed a major scam in the milk producers’ society recently. He is also training the urban population in farming activities to explore new opportunities for them.
