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From Subsistence to Success – Geeta Bai's Journey of Agri-Entrepreneurship in Guna, Madhya Pradesh
From Subsistence to Success – Geeta Bai's Journey of Agri-Entrepreneurship in Guna, Madhya Pradesh
Partnership: HDFC Bank’s CSR Initiative ‘Parivartan’ & NGO End Poverty
Project: Holistic Rural Development Program (HRDP) (2021–2024)
Location: Laharkota Village, Guna District, Madhya Pradesh
Report By: Sample Junction, a leading market research company
Key Sustainable Development Goals (SDGs) Addressed:
- SDG 1: No Poverty
- SDG 2: Zero Hunger
- Usage Patterns: 86% used bio-fertilizers, with 53% using client’s bio-fertilizer twice a year.
- SDG 5: Gender Equality
- SDG 8: Decent Work and Economic Growth
- SDG 13: Climate Action
The Challenge: A Cycle of Limited Livelihoods
In Laharkota village, Guna, Madhya Pradesh, Geeta Bai, a marginalized farmer with less than two acres of land, faced the familiar struggles of rain-fed subsistence agriculture.
Her annual income hovered around ₹15,000, barely enough to sustain her family. With limited knowledge of modern farming techniques and poor access to markets, her small plot yielded just 20 quintals of tomatoes per acre, generating a meager revenue of ₹5,000 and a net profit of only ₹4,000 from a ₹1,000 investment.
Her economic decision-making role within the family and community was low, a common reality for many rural women. This scenario reflected the broader challenges of poverty, food insecurity, and traditional, climate-vulnerable farming practices prevalent in rural India.
The Intervention: Holistic Rural Development Program (HRDP)
Recognizing these systemic challenges, HDFC Bank’s CSR initiative ‘Parivartan’ partnered with the NGO End Poverty to implement the Holistic Rural Development Program (HRDP) across 45 villages in Guna (MP), Rewari (Haryana), and Bulandshahr (UP) from 2021 to 2024. The program aimed to alleviate poverty through an integrated approach encompassing agriculture, education, infrastructure, and women’s livelihoods.
As a beneficiary in Laharkota village, Geeta Bai received targeted interventions under the HRDP:
- Climate-Resilient Farming Training: She was trained in modern tomato cultivation techniques, including the use of bio-pesticides and vermicomposting (details on Page 56 of the evaluation report). This shift aimed to reduce reliance on chemical inputs and promote sustainable practices.
- Resource Provision: Geeta received high-yield tomato seeds and a vermicompost unit, essential inputs for adopting the new techniques.
- Market Linkage & Support: She gained market access through the newly formed Farmer Producer Organization (FPO), allowing her to sell her produce more effectively, along with continuous technical guidance from End Poverty’s agronomists.
- Women’s Empowerment: Geeta became an active member of a Women’s Self-Help Group (SHG), the Umati Mahila Kisan Utpadak Sangathan, which provided a platform for collective learning and mutual support.
Impact and Outcomes: A Remarkable Transformation
The impact of the HRDP on Geeta Bai’s life and livelihood was profound, demonstrating a significant shift from subsistence farming to profitable agri-entrepreneurship. The socio-economic impact was meticulously assessed by Sample Junction using a mixed-methods approach that included pre/post income surveys, yield tracking, and in-depth qualitative interviews with Geeta Bai and her SHG.
| Metric | Pre-Intervention (Annual) | Post-Intervention (Annual) |
|---|---|---|
| Tomato Yield | 20 quintals/acre | 80 quintals/acre |
| Investment | ₹1,000 | ₹10,000 |
| Revenue | ₹5,000 | ₹100,000 |
| Net Profit | ₹4,000 | ₹90,000 |
| Decision-Making Role | Low (family-led) | Leader in SHG |
Broader Impact:
- Economic Empowerment: Geeta Bai’s annual net profit surged by an astounding 900%, transforming her household’s economic stability and aligning directly with SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth). Her ability to invest more and earn higher returns showcases the viability of the climate-smart agricultural model.
- Environmental Stewardship: By eliminating chemical fertilizers and fully adopting vermicomposting (as noted on Page 59 of the report), Geeta’s farming practices became significantly more eco-friendly, contributing to SDG 13 (Climate Action) and promoting sustainable agriculture (SDG 2: Zero Hunger).
- Social & Gender Empowerment: Geeta’s success became a powerful catalyst within her community. She transitioned from a low decision-making role to a leader within her SHG, inspiring over 35 other women to adopt similar climate-smart farming and entrepreneurial models. This underscores the project’s direct contribution to SDG 5 (Gender Equality) and community-led development.
Strategic Recommendations for Scaling Impact
- Scaling Replicable Models: Actively promote Geeta's story and similar successes through farmer field schools and community workshops to accelerate the adoption of sustainable farming practices across more villages.
- Strengthening Market Linkages: Formalize FPO partnerships with retail chains, leveraging HDFC Bank’s corporate networks where possible, to ensure consistent and fair market access for farmers.
- Addressing Gaps:Continue to offer advanced modules on crop diversification, expand land-rights awareness programs to further empower women farmers.
Conclusion: A Blueprint for Sustainable Rural Development
Geeta Bai’s transformation is a testament to the success of HDFC Bank Parivartan and End Poverty HRDP. Her 900% income growth shows the power of combining climate-smart agriculture, access to resources, and collective empowerment. The project aligns with national missions like Skill India and directly contributes to SDG 1, SDG 2, SDG 5, and SDG 13. Scaling such models, as highlighted by the evaluation report by Sample Junction, can drive systemic change across rural India.
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