Discover the inspiring journey of Kotinaga Manikanta and Naga Venkata Durga Pavani, a couple who left their successful corporate careers to empower farmers and provide healthier food to the community through ‘Sreshte’. From building relationships with local farmers to offering chemical-free, sustainable products, their commitment to health has turned Sreshte into a thriving business with a mission.

Manikanta worked at Infosys, and Pavani at Accenture, both carving out solid careers in the fast-paced, technology-driven world. But despite significant success, they felt something was missing. “I saw many colleagues in the IT sector struggling with health issues, despite their well-paying jobs,” Manikanta tells The Better India.

They were leading sedentary lifestyles, and it made us realise that there was an opportunity to make a real difference in their health,” adds Pavani. This realisation, combined with a desire to contribute more meaningfully to society, planted the seeds for ‘Sreshte’ — a store for all organic products.

As they observed the growing health issues tied to poor diets and inactive lifestyles, they also became increasingly aware of the challenges faced by organic farmers in securing reliable markets for their produce. “We realised it wasn’t just about profit, but about making a genuine difference,” Pavani reflects. “We believed organic farming could be the solution, not only for the health of consumers but also for the farmers committed to sustainable practices.

From IT offices to farm fields

With no prior experience in farming, Manikanta and Pavani embarked on an intense learning journey. They enrolled in the Subash Palekar Natural Farming (SPNF) method, a technique that focuses on sustainability and eliminates the use of chemicals and pesticides. “We started attending training sessions on weekends in our village, Lachannagudipudi, Andhra Pradesh, while working in Chennai,” says Manikanta. “Balancing our full-time IT jobs and weekend training wasn’t easy, but our passion for making a change kept us going,” he adds.

Starting from scratch, Sreshte was a humble operation. Without a store, Manikanta personally delivered organic products to customers in the local community. “In the beginning, it was just me sourcing the products from farmers, delivering them, and figuring everything out on my own,” recalls Manikanta. They began by offering a small selection of organic items, such as mangoes, millet flour, toor dal, and health mix powder.

Building a stable market for organic produce

However, building a steady supply chain proved to be one of their biggest challenges. At first, many farmers were hesitant to sell their produce through Sreshte. They were used to selling in conventional markets, where they received lower prices and faced greater uncertainty. “We had to convince them that by working together, they could get fair prices and a stable market for their produce,” says Manikanta. “It was all about building trust.” Despite the challenges, the couple’s persistence paid off when they opened their first official store in Guntur in 2019. By then, they had already started building a loyal customer base through personalised service and commitment to quality.

“Before partnering with Sreshte, I struggled to sell my organic mangoes at fair prices,” says Maha Lakshman, a farmer from Agiripalli, in Andhra Pradesh’s Krishna district. “Now, I’m doubling my earnings and more committed to organic farming. I would earn just Rs 2 lakh for my organic produce in the conventional market. Now, I am able to earn Rs 4 lakh in just one season.”

Venturing into ‘ready-to-eat’ items

To ensure greater control over the quality and authenticity of their products, Sreshte expanded its operations by setting up a dedicated processing unit and warehouse in Manikanta’s village, Lachannagudipudi. “My father, Subbarao Garu, oversees the processing unit in our village. He has been a great pillar of support throughout this journey,” shares Manikanta. While the processing of products takes place at their facility in the village, the packaging and delivery operations are managed at their store in Guntur, ensuring a seamless transition from production to customer. “Both Pavani and I take care of the packing and delivery personally, ensuring everything is in line with our commitment to quality,” he adds.

Empowering farmers and the local community

The couple’s commitment extends not only to their customers but also to their community. Sreshte currently collaborates with 55 farmers, empowering them with fair prices and stable markets for their produce. Additionally, they employ 10 dedicated staff members who assist with packaging and delivery, contributing to the local economy and providing employment opportunities.

Source: the better India,Kotinaga Manikanta10

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