Unlocking Profits: Rajasthan Farmers Thrive with Foreka Oil!
In the heart of Rajasthan, the harsh reality of low wages and an unending cycle of poverty has driven countless farmers away from their families in search of better opportunities. Tragically, many children are caught in this turmoil, forced to abandon their education. But three remarkable young visionaries—Satyam Bhandari, Rohit Negi, and Mohit Rana—refused to stand by and watch. They took matters into their own hands, launching Foreka, an initiative dedicated to empowering farmers and revitalizing their communities.
“Watching my mother work tirelessly to build a better future for us inspired me profoundly,” Satyam shares. “As I connected with farmers and tribal communities, I felt a deep urgency to ensure they had the same opportunities I was fortunate enough to receive.”
Raised in the serene town of Agastyamuni at the foothills of the Himalayas, Satyam faced life’s challenges head-on after losing his father at age four. Grateful for his mother’s relentless efforts to provide him with a good education, he recognized that too many others were not as fortunate.
A Passion to Transform Lives
After graduating with a Bachelor of Science degree in Dehradun, Satyam yearned to make a difference. He joined the Gandhi Fellowship in 2018-19, a turning point that would reshape his future.
“That experience opened my eyes to the real struggles of marginalized communities. As I worked with the Piramal Foundation in Madhya Pradesh, I witnessed firsthand the hardships faced by farmers and tribal families,” he recalls.
“I taught at a school where attendance was disappointingly low. It hit me hard when I learned that children were skipping school to work in the fields for mere survival,” he explains.
During his fellowship, Satyam lived with a tribal family, where he witnessed the stark reality of life where children were pulled from school to support their families. Conversations with the family revealed their dreams crushed by the relentless pressures of daily survival.
“When I asked if they had ever flown in an airplane, the father replied that it wasn’t in their generation’s cards,” he remembers, a vivid reminder of how dire the situation was for many families.
This life-changing experience rooted Satyam’s understanding that the absence of education wasn’t due to a lack of will but a lack of resources. “To unleash their true potential, we had to create sustainable livelihoods,” he asserts, forming the cornerstone of his mission.
Uniting for a Greater Cause
Throughout his fellowship, Satyam dove deeper into the issues plaguing farmers. An encounter with Geeta Devi, a tribal woman who rose from hardship to lead a Farmer Producer Organization (FPO), ignited his passion further.
“Her journey was a beacon of hope. From struggling to buy tea leaves to empowering other farmers, her story inspired me to create an initiative that truly uplifts,” he explains.
After completing his fellowship, Satyam returned home eager to make a change. With school friends Rohit and Mohit, they combined their strengths to pursue a common dream: “Since college, we had envisioned a venture that would elevate farmers and their families,” Mohit shares, an engineer by training.
In 2021, the trio took the plunge and founded Heart in Hills. “My desire to empower rural communities became a driving force,” Rohit recalls as he took charge of sales and operations while Mohit focused on sourcing and quality control. Together, they designed a model to revolutionize rural livelihoods.
Empowering Farmers for a Brighter Future
Starting in Uttarakhand with an initial grant, they aimed to buy produce directly from farmers, offering better prices. “We procured millets and connected them with buyers in southern India,” Satyam explains.
Heart in Hills thrived by providing local farmers with 10-15% higher prices for quality produce, alongside essential processing services. “I earned enough to repay my loans and provide for my family,” shares Subdei, a 78-year-old farmer whose life transformed thanks to the initiative.
Yet, scaling their model proved challenging. The presence of traditional traders made it tough to sustain operations. “We realized that simply offering higher prices wouldn’t ensure long-term success,” Satyam admits, leading them to pause operations in Uttarakhand and rethink their approach.
Shifting Gears to Cold-Pressed Oils
During the pandemic, the demand for cold-pressed oils surged, prompting a pivotal shift in their business model. In February 2022, they launched Foreka in Rajasthan, buoyed by a grant from The Buddha Institute.
“With their support, we expanded and focused on utilizing the high-quality mustard seeds in the region,” Satyam notes, partnering with NGOs to ensure fair trade practices.
They established a processing unit in Hindaun, working alongside farmers on a co-profit model that empowers them to share in the success. “We treat farmers as partners, not just suppliers,” Satyam emphasizes, ensuring they have a stake in the business’s success.
Farmers like Ramavtar are seeing life-changing benefits: “Joining Foreka brought me stability and opened doors for my children’s education. My income has increased, and I’m proud of the work I do,” he shares.
Facing Challenges Head-On
The journey wasn’t without its hurdles. “Securing funding as a private limited company was challenging. Impact investors are rare in rural entrepreneurship,” Satyam reflects.
Inexperience posed another barrier. “While our passion was strong, we lacked the skills. We knew we had to seek mentorship in critical areas like marketing,” he adds.
But the most significant challenge came when they faced fraud. “After a loan to procure oil, we were cheated on our first order, losing a vital sum. It was devastating,” Satyam recalls, but he remained grateful for the community’s support during tough times.
Despite these setbacks, their determination soared. Foreka’s revenue skyrocketed from ₹60 lakh to ₹1.3 crore in just two quarters, with expectations to reach ₹2.5 crore by the end of the financial year.
With cold-pressed oils priced at ₹320 for black mustard, ₹450 for yellow mustard, and ₹500 for groundnut, Foreka is making a mark with ethically produced, nutritious products.
Looking to the future, Foreka is set to expand its operations, aiming to involve 10,000 farmers and create 250 jobs through new processing units. They’re also innovating with ‘House of Mustard,’ developing value-added products like mustard sauce and chutney.
“We’re not just building a business; we’re building lives,” Satyam proudly concludes.
All images courtesy of Satyam Bhandari
