A win-win situation

Alisha Shinde
Tuesday, 20 August 2019

Chatting up Rishabh Chokhani, founder, Naturevibe Botanicals, on how organic farming has a socio-economic impact on both the farmers and consumers

Of late many people have started using organic products, adopted an organic lifestyle, mindful of the health benefits. All this has also positively impacted the economic lifestyle of the farmers. 

Rishabh Chokhani, founder, Naturevibe Botanicals, a US-based organic food company in India, tells us how organic farming has a socio-economic effect on people. The young entrepreneur comes with a family background in pharmaceutical business. 

“I have always had a passion for healthy organic living and it led me to become fit from being obese. It was during my physical transformation that I was motivated by my passion to produce organic products and I wanted to venture in organic market,” says Chokhani. 

Naturevibe offers quality organic foods sourced directly from trusted farmers. The company was started in 2017 in the Western markets but Chokhani is now promoting it in India because he believes that organic farming has a lot of scope here.

The entrepreneur adds that as a company they encourage people to choose a healthy, nutritious, chemical-free lifestyle because their products have tremendous medicinal properties, which prevent and treat innumerable diseases. They also have a great taste, which is why the products have been a hit in the US. Currently, Naturevibe is manufacturing a product line of Superfoods, Ayurveda, Capsules, Spices and Grains, Culinary and Essential oils. He also mentions that their products are available on their website and on major e-commerce websites like Amazon, Flipkart. 

Explaining how organic farming contributes to socio-economic and ecological conditions of the countries that are not doing well on these indices, Chokhani says, “If we look at the soil fertility and the production practices in an agricultural land, we will find a very delicate ecosystem. This can also harm the biodiversity of the state if chemicals and pesticides are used. But if farmers follow an organic route, they will be able to protect their farming land and produce healthy products.” 

He points out that India has the highest number of organic farmers in the world and despite that here are a few challenges in the organic agriculture sector like under-developed supply chain, and fear of pest-attack on organic crops. 

“The yield of organic farming is less due to its all-organic growth. Organic farming comes at a higher price because of the labour costs and training required to maintain the farm,” says Chokhani. 

Moving on to the positive side of the story, the entrepreneur says, “Organic produce is healthier and the quality is superior because it is free of chemicals. The farming community will therefore benefit in the long run.” 

Chokhani believes that the youth, in a way, can bridge the gap by adopting organic methods of living and benefit from business related to organic farming. Eventually, this will end the misery of the farmers. 

“India has a bigger millennial population and the influence of obesity-inducing products in the market disturbs the nutritious cycle of their body. They end up consuming bad calories and fewer vitamins,” Chokhani points out, adding, “In recent times, because of processing and adulteration in food products, it has become a necessity to choose healthy meal options to fulfill the need of required vitamins for the body. Raising awareness about various organic products and their vast benefits can help people in all levels of society.”

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