‘Nashik can be the next Amsterdam’

Excerpts from the interview:

• You work on a farm but call yourself an industrialist?

This is more than just farming or growing flowers. I call it an industry because I spent Rs 10 lakh for every 1008 sq m of plot that I developed. These flowers are growing in a controlled climatic environment, so the natural seasons don’t really affect them.

• Why did you choose flowers?

Initially, I was looking at the food processing industry. But after much research I settled on flowers. Interestingly, both Pune and Nashik were kind of pioneers in growing flowers in the late ’80s. While in Pune 400-odd flora farms sprung up in the next 10 odd years, Nashik never really took to its flowers. When I started out in 2004, there were only 10 flora farms. Since I opened, 10 to 15 open every year.

• What are the main factors you attribute to your success?

It’s the four Ms—management, maintenance, music and Megha. I have worked very hard on the first two aspects, all alone. And besides strict monitoring of my plants, I make sure they listen to plenty of music. They really respond well to my music and me.

• You have also started consultation?

I had to. People kept coming to my farm to see what it was all about. And I don’t turn away anyone. I want to share my success with other farmers, help them also. Even old, traditional farmers come to me. They are very sceptical of change but want their children to have a better future. So they keep coming back till they are slowly convinced that flowers are worth a shot.

• Is it difficult convincing farmers to change?

Extremely difficult but also very necessary. It has become essential for farmers to harvest a variety of crops and not just stick to traditional ideas. There are huge returns in flowers. But initially all a farmer is able to see is the fact that for Rs 10 lakh, he can grow grapes in almost 10 acres of land instead of flowers in 1008 sq/m. I spend a lot of time showing them the bigger picture.

• How is it being the only woman on the Central Apex Committee of agriculture ministry?

It has been a great experience. Our group is looking at using the mass media effectively to promote agriculture. There are so many ideas. For starters, Krishi Darshan is going to be broadcast through the week for an hour. Then we are looking at involving the youth and promoting the starting of FM channels dedicated to providing farmers with the latest in agriculture. It is all very exciting.

• How do you assess the problems of farmers today?

I am very troubled by the fact that bigger farmers are getting bigger and the smaller ones don’t even know what their basic rights are. Also, while everyone spends hours talking about high yield crops, not many are addressing the need for hi-tech farming. Farmers need to given the options that will help them earn profits.

• Do you see a gap between policies planned in New Delhi and the ground level?

There is a huge gap. So many things are being planned, new schemes launched but it is not penetrating to the grassroots. It will take a long time for that, which is very disheartening.

• Do you see Nashik becoming the next Amsterdam?

It can. I am slowly motivating farmers around me to grow flowers on a part of their land. I am taking the responsibility for their marketing.