Rohan Satish Ursal
Chairman & Managing Director
The Purandar Figs having a GI status are indeed great, but due to their high perishability, they present certain challenges. It is difficult to bring small holder farmers together, when the microhorticulture crops business is limited. Additionally, there is very little research on figs and custard apples in pre-harvest and post-harvest practices, and the market for these fruits is also quite limited. However, every time we hearsomeone say "it is difficult," our eyes light up with excitement, eager to turn obstacles into opportunities. We grab on to the opportunity to convert all the Ifs, Buts and Maybes into a YES!
In 2014, while pursuing my MBA, I had the chance to visit Fruit Logistica in Berlin, Germany, known as the Mecca of Fruit and Vegetable growers. Seeing farmers from around the world dressed in suits, proudly representing their regions and offering their best produce for the world to enjoy, left me in total awe. Even highly perishable fruits and vegetables were being shipped across the globe. Inspired by this experience, I wondered why we couldn't do the same in Purandar. Why not inspire small holder farmers to tap into the untapped potential of micro-horticulture crops and sustainably extract their potential like a gold mine waiting to be discovered?
Purandar's figs, known to be one of India’s finest figs are a GI commodity, known for their sweet taste, size, and nutritional benefits. Other produces such as Phule Purandar Custard Apples, Ratnadeep Guava, and Green Peas are also well sought after by buyers across the country from the Purandar region.
The Purandar Highlands FPC Ltd was founded in 2014 with only three members, including myself. My senior colleagues, Shri Samil Ingale (Mama) and Shri Ramchandra Khedekar (Guruji), the most progressive farmers in our region, supported my vision from the very beginning. Initially, we registered Purandar Highlands as a proprietary concern and later as a group farming initiative with the State Agriculture Department. In 2021, we registered ourselves as an FPO under the Companies Act. Today, PH-FPC has 13 directors onboard, and everything from sapling selection to manufacturing innovative and nutritious processed products and exporting fresh fruits is done in-house by our expert directors.
We have been fortunate to have partners like Bayer CropScience Food Value Chain Department, who continuously educate our farmers on the best farming practices across the globe, empowering them in pre-harvest practices. Export partners such as Pilz Schindler, Hamburg, Germany, and Scion Agricos, Bengaluru, have helped us take ourlocal produce to global markets.
Our journey from 2014 until now has been a long one in terms of numbers, but we believe it is just the beginning of a much longer journey. We aim to sustainably unravel the great potential of microhorticulture crops in our country while empowering small holder farmers and responsibly feeding customers globally.
