BHADRAK: For many years, small-scale farmers in the Bhandaripokhari block of Odisha faced severe challenges, including small and scattered land plots, low selling prices, and a heavy dependence on middlemen. However, in 2014, a small group of just 10 farmers in Patuli village decided it was time for a change. They united to form Astha Sree Jagannath Agriculture Producer Company Limited (ASJPCL), a decision that permanently transformed the economic landscape of their region.
Today, that modest group has grown into a thriving collective of 757 shareholders across 10 villages, covering about 2,470 acres of land. By moving away from relying on a single crop and embracing smart business expansion, ASJPCL has increased its annual turnover from a mere Rs 55,000 s to an impressive Rs 80lakh rupees.The secret to this remarkable growth is a two-step approach: adding value to products and building strong institutional partnerships. Instead of selling raw crops, the FPO partnered with the Odisha Millet Mission (Shree Anna Abhiyan) to turn nutrient-rich millets into popular consumer goods like biscuits, laddoos, chhatua, flour (atta) and cakes. Beyond millets, the cooperative also expanded into mushroom cultivation, honey production, mustard oil extraction, and vermicompost production. This diversification helped reduce business risks and stabilized farmers’ incomes throughout the year. ASJPCL initially faced severe shortages of working capital, a lack of infrastructure, unpredictable market prices, and difficulties in getting farmers to join. To overcome these problems, the FPO found practical solutions. They set up a Custom Hiring Centre to provide affordable farm machinery, which significantly lowered individual farming costs and increased field productivity.Furthermore, essential guidance and support from institutional partners—such as NABARD, Sahabhagi Vikas Abhiyan (CBBO), KVK Bhadrak, NABKISAN, and the Centre of Excellence for FPOs, OUAT—equipped members with vital technical training, financial resources, and digital marketing skills. Today, ASJPCL stands as a shining example of successful rural entrepreneurship across the state. By turning teamwork into commercial strength, this Odisha FPO has proven that when farmers unite, innovate, and add value to their harvests, they can transform basic survival into lasting prosperity.
