Ajeet and Arvind Godara: Driving India’s organic revolution worldwide from the borderlands

(January 27, 2025) The India-Pakistan border is more than just a dividing line—it’s a region of fertile land and resilient communities. From this area, Natureland Organics has grown into a global name in sustainable farming and organic living. From the fertile soils of India to tables around the globe, the brand is rewriting the story of organic food and sustainability. Founded by brothers Arvind and Ajeet Godara, it draws from India’s agricultural heritage to make healthy, chemical-free food accessible worldwide.

Coming from a family of farmers and armed with an aspiration to elevate agricultural practices from their humble village to a global platform, brothers Arvind and Ajeet Godara have always had the goal of making organic and healthy food accessible to everyone. Using the rich soil of Rajasthan and traditional farming methods, the Godara brothers have transformed this region into a hub of organic innovation. Their journey highlights how this fertile region, often associated with tension, is now feeding global communities and driving India’s organic revolution.

Arvind Godara and Ajeet Godara, co-founders of Natureland Organics

Global Footprint

With a significant global footprint, their company, Natureland Organics, exports to over five countries, including the UAE, USA, Europe, Singapore, and Canada. This expansion aligns with their commitment to Prime Minister Modi’s vision of elevating Indian agricultural products on the world stage. Not only have they brought over 10,000 farmers under their fold, but they have also championed sustainable farming practices, ensuring that their products resonate with a shared mission of healthier lifestyles and India’s rich agricultural heritage.

As per market research platform Exim GTIS, the company completed 263 export shipments in FY23-24, with a total export value of $150,978.20 to countries like the United Arab Emirates, Canada, USA, and Saudi Arabia. Expanding their operations internationally, the team has partnered with small family-owned farms to source a diverse range of organically grown foods while ensuring that all are committed to sustainable farming practices. For Natureland Organics, the farm is not just a source of healthy food but a vital ecosystem that preserves precious resources, making organic food accessible to consumers across the globe.

Looking Back

The farmer connection, however, was something they grew up with. Being the first line of entrepreneurs in the family that has its roots in Maderan, a small village on the international boundary of India and Pakistan, the brothers saw the farming community growing up while also receiving a well-rounded education. “My brother Arvind and I completed our early education at a boarding school, Birla Public School, Pilani, and pursued our graduation from Delhi University. After completing our graduation, we decided to return to our village in Rajasthan and concentrate on enhancing agricultural practices in the food industry. It was during this period that the seeds for our entrepreneurial journey were sown,” Ajeet tells Global Indian.

NatureLand Organics

Since the duo was always keen to do something reformative in the farming industry, they started their entrepreneurial journey to promote organic food with Natureland Organics. Today, Natureland Organics is a symbol of quality, authenticity, and a shared mission. “We are not only providing employment opportunities and better income resources to our farmers but also promoting a culture of unity and working together towards success,” says Arvind. This mission extends further through initiatives like the Women Entrepreneurship Programme, which empowers women to become social entrepreneurs. By offering training and opportunities to earn up to ₹25,000 a month from home, the programme not only fosters financial independence but also spreads awareness about sustainable living, making the brand’s impact felt far beyond the farms.

Ode to Organic

The brand’s inspiration emerged after they completed their education at Delhi University. The entrepreneurial journey was a collaborative effort, fuelled by a shared vision to initiate a significant transformation in the agricultural sector through the adoption of organic farming practices. “Our journey was rooted in our family’s farming heritage, a profound connection to the land, and a joint passion for sustainable agriculture. These factors served as the driving force behind the establishment of our pioneering brand, Natureland Organics. We were committed to promoting a healthier and more environment friendly way of life, recognising the tremendous potential of organic farming to achieve this goal,” says Ajeet.

Since its inception, Natureland Organics has provided consumers with healthier, chemical-free products and played a pivotal role in advancing sustainable and environmentally conscious agriculture. “To promote this, we have also adopted sustainable practices, like 70 percent of our power requirements being met by solar power,” says Arvind.

Lessons Learnt

Things have, however, not been easy, but the brothers admit that it has been a valuable learning experience. “A critical obstacle we had to navigate was entering a market that had limited awareness and popularity among the general population. Organic food products had yet to gain substantial traction, and it was only after the pandemic that consumers began to pay more attention to these options. Sourcing products from various geographical regions while upholding stringent quality standards was yet another challenging task for us,” aver the duo.

Since their success depends on farmers, they also had to continuously focus on educating them about organic farming practices. “Convincing them and moulding their ideology in coherence with our brand value was another significant challenge we addressed. Additionally, achieving a satisfactory return on investment and effectively managing expenses proved to be key hurdles in our journey. Despite these challenges, our commitment to promoting organic agriculture and sustainable practices has driven us forward, resulting in steady progress and growth,” they say. And this has paid off, as the brand today has a product range that encompasses over 180 different SKUs.

Entrepreneurial Advice

For the brothers, the evolution of Natureland Organics into a brand has been a roller coaster ride, replete with valuable lessons. One key takeaway for them has been the necessity of staying aligned with industry trends and demands. Consistency and unwavering dedication are essential to establishing a lasting presence in the industry, underpinned by a deep understanding of consumer behaviour.

 

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“Furthermore, resilience is an indispensable trait when overcoming the challenges inherent in the entrepreneurial path. At the same time, I would like to mention that it is not just the revenue that keeps a business growing; it is the belief of the people who work for you that ensures sustenance. Our farmers and ground-level staff have been pivotal in making Natureland Organics stand as a strong and trustworthy brand,” says Arvind.

From Local Roots to Global Tables

Organic produce is not just gaining popularity in India; it’s becoming a global trend as more people around the world prioritize health and sustainability. Consumers are increasingly seeking out food that is free from chemicals and grown in harmony with nature, driving a surge in demand for organic products. India, with its rich agricultural heritage, is playing a key role in this movement, and brands like Natureland Organics are leading the charge. By connecting farmers to international markets and offering a diverse range of organic foods, the company is helping to put India on the map as a global hub for organic produce. Their efforts are not only making organic food accessible to Indian consumers but also showcasing the country’s commitment to clean, sustainable living on the world stage.

Green Future

The brothers aim to inspire aspiring entrepreneurs to embrace clean, green energy solutions in their ventures, fostering a healthier environment and ecosystem for all. Organic farming stands as a prime example, offering not only wholesome and clean food but also contributing to a more sustainable ecosystem. “I encourage them to take an active role in raising awareness about the advantages of organic farming within our society. Our government, too, supports organic farming through various initiatives and pilot programs, further underscoring the importance of this endeavour. Besides, one’s passion for their concept and zeal for success are key ingredients for success,” says Ajeet.

Ajeet Godara

Looking ahead, they envision emerging as a prominent organic and healthy food brand in India. In the span of five years, they anticipate that the brand will achieve listed status as a limited company, all while expanding their consumer base. “Our goal is to enhance accessibility and convenience, ensuring swift access to our top-tier organic products and thereby reinforcing our market presence,” concludes Ajeet.

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