Anshu Kumar always used to believe in the potential of local farmers. He was raised in a rural village, having seen with his own eyes how farmers worked so hard but failed to earn sufficient income. He observed how the market was being controlled by middlemen, providing farmers with a meager return. While this was happening, he also noticed another issue—urban and semi-urban consumers were finding it difficult to avail healthy, chemical-free groceries within reasonable prices.

 

This two-pronged challenge gave rise to an idea in his mind. What if he could establish a bridge between these two issues? What if he could make farmers empowered while also providing customers with quality food without charging them astronomical prices? This was the genesis of Paramparagat Consumers Pvt Ltd.

The Birth of a Brand with a Purpose

Starting up in rural pockets was not an easy choice. Most companies chose cities, which had better connectivity and a broader customer base. But Anshu wanted to create something with a strong emotional connect with the roots of the country—its farmers.

Paramparagat is a term that means "traditional," signifying the firm's intent to restore the authenticity of traditional farm practices while bringing in modern methods of marketing. The intention was clear:

Deliver Healthy Foodstuff at Reasonable Prices – Where individuals receive unpolluted, chemical-free products without emptying their wallets.

Improve the Revenue of Local Farmers – Enabling them to earn higher returns on their produce by eliminating middlemen and enhancing marketing systems.

These two goals were started with Paramparagat Consumers Pvt Ltd.

Challenges in the Starting Stage

Beginning any venture has its own set of challenges, but opening a brand in rural India had its own special challenges. The greatest challenge was trust. Farmers were wary—many had been cheated before and were not easily convinced of any new initiative with better prices. It took convincing them that this was different in terms of patience, honesty, and evidence.

Likewise, consumers were also skeptical. A new brand - could it ever provide healthy foods at reasonable costs? People had grown accustomed to large supermarket corporations and online storehouses that ran the grocery scene. But for Anshu, she hoped that once they tasted the difference in Paramparagat's products, belief would come.

Establishing Strong Bonds with Farmers

To gain farmers’ trust, Anshu and his team personally met them, explaining how Paramparagat would directly purchase their produce at fair prices. They also introduced methods to add value—such as processing raw grains into flour or packaging pulses attractively—so that farmers could earn more.

The effect was instantaneous. One farmer who had been compelled to sell his produce at distress rates found an alternate chance all of a sudden. Gradually, the news percolated, and farmers began to join hands with Paramparagat Consumers Pvt Ltd.

Winning Over Customers

For consumers, Paramparagat emphasized two primary areas—price and transparency. The company volunteered information on the origin of the products and their sourcing. The company also priced its products competitively.

A major breakthrough in the early stages was when a local community center decided to retail Paramparagat's products. Consumers who tasted them found the quality excellent and the flavor great. Then, word of mouth started functioning in the favor of the company.

The emotional bond was strengthened. Customers liked the fact that they were not merely purchasing food—they were helping hardworking farmers. Success for the brand was not solely about profit; it was about building a movement.

The Growth and Impact

Over time, Paramparagat Consumers Pvt Ltd grew larger than a tiny rural project. Farmers who previously struggled now earned a regular income. Some even began to invest in their farms again, upgrading production quality.

Customers also became loyal. Their emotional connection to the brand increased as they understood that they belonged to something substantial. Stories began to emerge—of families that had completely transitioned to Paramparagat products, of children eating chemical-free food, and of farmers who could now afford to send their children to school.

The company also started using social media to gain a larger market. Videos depicting farmer stories, customer testimonials, and behind-the-scenes looks at the manufacturing process assisted in creating credibility.

The Road Ahead – Anshu's Vision

Even with the initial success, Anshu Kumar is aware that this is only the tip of the iceberg. He visualizes a day when Paramparagat Consumers Pvt Ltd becomes a household brand, known for quality and honesty.

The greatest challenge in the future," he says, "is to scale up without compromising on our core values. We don't want to compromise on the personal touch that makes this brand unique."

Anshu is confident that through the use of technology, increasing partnerships, and ongoing listening to farmers and customers, Paramparagat can scale up sustainably.

"I want each farmer to receive the price they actually deserve, and I want each Indian family to enjoy pure, healthy food without paying extra. That's the dream," he asserts.

As Paramparagat Consumers Pvt Ltd moves forward, one thing is certain—it is not merely a business. It is a mission to elevate lives, connect hearts, and bring actual change to India's food and agricultural ecosystem.