NTI: In the arid yet vibrant landscape of Pilani, Rajasthan, where centuries-old traditions shape daily life, a story of innovation and sustainability is unfolding. This is the story of Maanjoo Farms, a 40-acre testament to the spirit of resilience, spearheaded by ex-commando Mukesh Maanjoo, who ventured into the world of agriculture in 2018 with a vision to revolutionize farming.
A Journey from Tradition to Innovation
Mukesh Maanjoo, a former National Security Guard (NSG) commando, had a passion for farming that was ignited by his father’s encouragement to innovate. Initially, like most farms in the region, Maanjoo Farms followed a traditional crop cycle—wheat, mustard, and barley during Rabi, and millet and moong in Kharif. However, a desire to create a sustainable and profitable venture led Mukesh to explore high-value, organic crops.
“My father believed deeply in agriculture but always encouraged innovation. His advice became the foundation of Maanjoo Farms,” Mukesh shared in an interview with Startup Pedia. Today, Maanjoo Farms produces a diverse range of organic products, from kinnow, mosambi, and dates to olive oil and dairy products like milk and ghee, with a certified organic label that has expanded its reputation.
Rising Above Challenges
Mukesh’s journey has been filled with challenges. Water scarcity, a common issue in Rajasthan, limited the farm’s potential initially. But Mukesh was undeterred, choosing crops that could thrive in the region’s dry climate. He began with kinnow and mosambi, followed by olive and date cultivation, diversifying his farm’s output and creating a steady income throughout the year. The shift to high-value crops marked a turning point, enabling the farm to earn consistent revenue.
After his father was diagnosed with cancer in 2018, Mukesh took early retirement and returned to Pilani full-time, establishing Maanjoo Farms. “I began experimenting with different crops before leaving my secure job to ensure a sustainable income,” he explained. Today, Maanjoo Farms has become a symbol of resilience, attracting visitors and promoting agro-tourism, where guests can experience farm life through stays, fresh produce, and activities like camel and horse riding.
Expanding Impact and Revenue Streams
Maanjoo Farms’ innovative practices have resulted in steady growth. The farm’s revenue reached Rs. 25 lakh annually—a leap from Rs. 5 lakh before the COVID-19 pandemic. Maanjoo Farms’ high-quality produce commands premium prices, with olive oil priced at Rs. 1300 per liter for bulk orders and Rs. 1500 for retail, while its authentic ghee costs Rs. 2000 per kg. Mukesh has expanded his market reach through social media, and YouTubers featuring Maanjoo Farms have further propelled its visibility.
Additionally, the farm operates a membership program, with around 225 primary members who pay an annual fee of Rs. 1000, in return for produce throughout the year. “This model creates a steady cash flow and fosters a strong connection with our community,” Mukesh said.
Vision for the Future
Maanjoo Farms’ journey is far from over. Mukesh aims to expand the farm’s agro-tourism offerings, giving more people the opportunity to engage with sustainable agriculture. One ambitious project is the cultivation of sandalwood, a high-value crop with significant long-term potential. Inspired by a visit to a research institute in Bangalore, Mukesh has planted 100 sandalwood trees, expected to mature in 15 years and potentially yield substantial revenue.
Through innovation and perseverance, Maanjoo Farms has become a beacon of sustainable agriculture in Rajasthan, a place where tradition and modernity coexist harmoniously. The farm’s story serves as an inspiration, encouraging others to see the potential of organic farming in India’s agricultural landscape.
