Priyanshu Mohanty 
A visionary founder of an agro-industry focusing on organic and local produce, Muralidhar Adhikari is dedicated to the upliftment of the small and remote tribal farmers of Koraput Despite the challenges of hybrid seeds , fertilizer market, government policies and competition in Adhikari’s objectives for organic farming Immovable remains He emphasizes the importance of planning, resource acquisition and communication to overcome obstacles. To meet the needs of customers, Adhikari’s company uses various strategies such as informative events, food festivals and online presence. Working with research institutes enhances their message through nutrition and health information. Looking ahead to agricultural development, Adhikari expects technology to play an important role in empowering farmers, ensuring sustainability and reviving indigenous production.
He emphasizes a humanistic business model that prioritizes farmer profitability and customer advocacy over mere profit. Reflecting on the agricultural sector of Odisha, Adhikari advocates agricultural reforms, focusing on smallholder farmers, food systems and retention of youth through skill development While addressing young people who are the job he encourages innovation, determination, sound business practices, integrity, hard work and organizational skills to build impactful businesses.
What motivated you to establish a company in the agro industry with a focus on organic and indigenous crops?”
I had a vision to work for the benefit of the tribal and small farm holders. The farmers of Koraput district grow a diversity of crops and mostly with organic practices which have both food and nutrition value. There is also increasing consumer awareness on the food value of organic and indigenous crops like millets, aromatic rice, black rice, pulses etc. I was motivated to establish the company which will benefit the small and marginal tribal farmers and give them dignified livelihoods and at the same time reach the last mile of consumers.
What challenges have you faced in promoting and sustaining organic farming practices in your business ?
There are challenges from the hybrid seeds and chemical fertilizer market. There are also Government schemes that promote chemical farming and hybrid seeds at subsidized prices. Further the private companies also have access to the farmers.
The costs associated with supporting organic farming practices, such as obtaining organic certifications, purchasing organic seeds, and implementing sustainable production methods, can be significant. These financial constraints make it difficult to invest in the necessary resources to scale up the operations. Sometimes, accessing distribution networks and reaching retail outlets or establishing direct-to-consumer channels pose logistical and financial challenges. There are also competition from larger, well-established organic farming businesses. These larger players have greater access to resources, economies of scale, and established distribution networks. As a result, we have to struggle to compete on price, volume, and market reach. Overcoming this challenge requires supportive policies, access to resources, training, and networking opportunities.
How do you address the consumer demand for organic products and communicate the benefits of indigenous crops?”
Our company has taken up a number of strategies to create consumer demand. We have developed leaflets, brochures, calendars to communicate about the benefits of our organic products and indigenous crops. We have organised food festivals and awareness campaigns, participated in fairs and exhibitions to spread the message. We have also developed website and social media pages to communicate to the consumers. Our company has collaboration with research institutions and agencies to support the messages with relevant data on the food and nutrition value, cooking quality, health benefits etc. of our organic products and the crops marketed by our company.
How do you see farming evolving in upcoming year with the help of new technology ?
Agriculture is definitely undergoing evolution through technology. It can empower farmers to adopt technologies to boot production with environmental sustainability. In the upcoming days farm mechanization will increase farm efficiency and reduce drudgery. Technological intervention and digital transformation can lead to precision farming which harnesses data, artificial intelligence, automation, sensors and drones to optimize farm production and returns. We can link our farmers to collaborate with agencies that can help them continually monitor soil health, crop growth, receive weather advisories and detect pests and diseases. The new concepts like natural farming will boost organic farming and revive indigenous crops. Technological innovations in value addition, packaging etc. will ensure quality and help the farmers to gain better price.
Since you keep a low profile and prioritize business, what does business mean to you, sir?
Keeping a low profile and avoiding public attention is one of our business strategies. Our company believes in business with a humane face. We want to ensure utmost benefit for our farmers and at the same time widen the consumer base, reach the last mile consumers. We ensure that our farmers get quality inputs at fair price, get services at door steps, market their produce with profit without compromising quality and at the same time we have a wide consumer base.
What are your thoughts about Odisha people’s increasing capacity in the agro-sector?
Odisha’s agriculture sector is largely dependent on small and marginal farmers, which comprise almost 80 percent of total farmers. There is an immediate need for an “agriculture renaissance” to create a more diversified food system along with agri enterprises which can address the growing problem of malnutrition and micronutrient deficiencies, particularly among the rural poor and enhance income of small and marginal farmers. There is need of agriculture policy for retention of youth in agriculture and allied sectors through enhancing their skills, promoting farm mechanization for efficiency and development of entrepreneurship.
Since you have a lot of experience in the business world, what message do you want to convey to young entrepreneurs?
I will expect that the young generation of entrepreneurs need to be innovative, determined, visionary, hardworking, honest, taking risks, being proactive in identifying opportunities for success, integrity with strong management and organizational skills. Do business with ethics.
