Learning from farm heroes
By Sanjeev Goyle Chief of Marketing, Farm Equipment Sector and Business Head, AppliTrac, Mahindra and Mahindra Ltd After pursuing an eventful career in marketing for over 20 years across various industries, from FMCG to consumer durables to automobiles, I reached a phase in my life which demanded a sense of gratification from something extraordinary. I felt the need to connect with a larger cause. With Mahindra Farm Equipment Sector, I got the opportunity to realise the larger cause by working towards delivering prosperity to those who feed the nation, our farmers. I would like to share a few observations on the life led by farmers and their success stories, which are unlike that of an average urban consumer. Out in the fields, a farmer’s life is about the hard toil, where he needs to plough, sow and harvest his field in the scorching sun. His routine does not change even in the biting cold. The farmer dreams of a good crop which at times is crushed by natural calamities such as drought, flood or irregular, uneven monsoon showers. Even today tractor penetration in India is relatively low; so many farmers still use age-old methods for farming. Hence, it is critical to bring in a change and deliver prosperity to farmers by disseminating innovative farming technologies, as his prosperity means prosperity of the nation. Native Bharat is filled with inspiring stories — some life-transforming, some which have changed the farmer’s life and some which have enabled him to change the life of others through purposeful contribution to the field of agriculture. I would like to share one such story about Gyaneshwar Vasant Gambhire from Niphad. This 28-year-old farmer had it rough. He cultivated grapes on three acres of land. About two years ago, he lost his crop due to shortage of labour to spray pesticides in his vineyards after unseasonal rains. His son could not attend school as he had to help Gyaneshwar in the vineyards. Eventually his decision to buy a tractor changed his life. It enabled him to save a lot of time and money, and also allowed him to earn more through rentals. “I have moved one step ahead in my life,” Gyaneshwar said with pride. “My son can spend more time in school; previously, he had to work in the fields. People see me as a tractor owner today and I can walk with my head held high.” I consider myself lucky to have been able to meet heroes like Gyaneshwar in person and to have learnt about their contributions, as we seldom get an opportunity to travel to rural India. Agriculture is the backbone of our economic system and farmers are at the core playing a crucial role; hence, we must contribute to make their lives prosperous. I am passionate about social change and such inspiring stories personally drive me to seek the vision of a better future — a world of peace, prosperity and sustainability. Though in a smaller way, I have been able to be a catalyst of bringing positive change in the lives of these farmers. This is what matters to me most and this is what keeps me going every single day. Feedback: goyle.sanjeev@mahindra.com
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