The Facebook page Hoy Amhi Shetkari (HAM) which was started by Ankush Chormule and his five fellow directors have been a driving force for more than 4 lakh sugar cane growers across the sugar producing states of Karnataka, Maharastra and Uttar Pradesh. These directors themselves were modest cane farmers who had launched Ganna Master, the speciality product aimed at better per acre yield.
Through the page, the team have been instructing the farmers on how to improve agricultural practices and sharing their knowledge. A retired Soil Scientist from the Mahatma Phule Agricultural University is the main advisor to the team. The Ganna Master was developed after many experiments and by narrowing down to the five chemicals which were sure to give the best results. Before this final kit hit the stalls, they were given to the farmers free of cost and was applied over 300 acres of land.
Chormule notes how these kits act like tonic which boosts the growth of the plants. The kit has Master root, Master Bonus, Master Growth and Master Speed which are to be either sprayed or applied through water. He emphasises on the need to provide boosters and micro nutrients apart from basic minerals and nitrogen fixers to enable better growth and increase per acre tonnage. Seeing the successful result of the product, Chormule and his team launched a company called as the Ganna Master Agro Industries Private Limited.
Word spread through social media platforms, especially Facebook about the benefits of the product which led to its fame growing across the cane growing states. They have kept their goal very organic and aim at reaching the farmers directly. Through the Facebook page, the team act as cane consultants, as they themselves hail from families whose main source of income was farming and thus, understand the complex economics of this agricultural structure better than anyone else.
The company has grown from its simple origin to now selling over 2,500 kits a month. They have also moved their storehouse to Pune and have launched many new kits for other crops like Onion Master, Turmeric Master and Vegetable Master.