Brothers Help 20,000 Farmers With Eco-Friendly Covers

When watermelon farmer Rakesh Gundrashiya used traditional plastic covers on his 50-acre farm, the cracking sheets would scatter across his soil, making it infertile and costing him thousands in cleanup labor. That changed three years ago when he discovered a simple switch that saved him money and saved his land.

Brothers Akshay and Saurabh Agarwal launched GROWiT in 2019 after noticing something surprising. While 70 to 80 percent of farmers in other countries use protective farming techniques, only 2 percent of Indian farmers had access to these methods.

The concept is straightforward. Protective farming creates a micro-climate around crops by regulating temperature and moisture without expensive greenhouses. It reduces water usage, cuts down on pesticides, prevents weed growth, and increases yields.

But quality was a problem. Farmers like Rakesh were stuck using cheap plastic covers that broke easily and damaged their soil. The supply chain made things worse, passing products through manufacturers, distributors, and retailers before reaching farmers.

The brothers decided to cut out the middlemen entirely. By selling directly to farmers, they could offer better quality products at lower prices while educating farmers on long-term benefits. Their eco-friendly mulching covers, shade nets, and other products don't harm the soil when they break down.

Akshay, who studied plastic engineering in Massachusetts, brought technical expertise. Saurabh contributed business know-how from their family's packaging company. Together, they built something new.

The startup now reaches farmers in Gujarat, Maharashtra, Madhya Pradesh, Uttar Pradesh, Karnataka, Rajasthan, Chhattisgarh, Andhra Pradesh, Haryana, Tamil Nadu, and Odisha. They've partnered with state governments and agricultural training centers to expand their reach.

For Rakesh, the impact is clear. He no longer loses money on labor costs removing plastic fragments from his fields. His soil stays healthy, his crops grow better, and he saves at least 250 rupees per laborer per day.

The Ripple Effect

GROWiT's approach shows how direct connections between innovators and farmers can transform agriculture. By removing supply chain barriers, the brothers aren't just selling products. They're sharing knowledge that helps farmers make smarter choices for their land and their livelihoods.

The startup raised 5 million rupees in investment and created a mobile app that guides farmers on climate-smart techniques. They're proving that sustainable farming doesn't have to be expensive or complicated.

Twenty thousand farmers across India are now growing more food with fewer resources, protecting their soil for future generations while improving their incomes today.