Minakshi Meshram, Harkesh Kumar Balai, Sarita Paradkar and Ravindra Dohley
1 Ad hoc Assistant Professor, Dept Agricultural Extension, Pt.KLS, CHRS, Rajnandgaon, MGUVV
2 Ad hoc Assistant Professor, Dept Agricultural Economics, Jagannath University, Jaipur (Rajasthan)
3, 4 Ph.D. Research Scholar, Department of Agricultural Extension, RVSKV, Gwalior (M.P.)

Mr. Amar Singh, aged 60 years, is an inspiration to all cereal and pulses farmers in Rajasthan who want to venture into horticulture and improve their income. His hard work and dedication has led to his success story being shared all across Rajasthan. He bought 60 plants at a cost of Rs.1,200 from the Horticulture department in the Bharatpur district and planted them in his 2.2 acres of fertile land. After one year, he purchased another 70 plants and included the min his nursery. Within a span of 4-5 years, the trees were ready and started bearing fruits. Within a year, he started receiving an income of Rs. 7 lakh. Between the horticulture plants, he also took up the cultivation of green peas, tomatoes, brinjal and green vegetables to supplement his income.

Mr. Singh’s enterprising nature has not only generated employment in the village, but it is also an example of women empowerment. The turnover of his business is around 26 lakh in one season from August to February. The Amla fruits from his field used to be sold at Rs.2-3 per kg even though they were of the best quality. At the same time Mr. Singh observed that amla murabba was being sold for a much higher price compared to the fruits. Assured market and remunerative prices led him to start processing amla fruits for the preparation of murabba. He gathered a wealth of information through keen observation and his interactions with murabba factory owners, workers and traders. Initially, he employed 25workers from the Hathras district in Uttar Pradesh to work in the processing plant he developed contacts with big traders in Bharatpur district and started supplying murabba to them in bulk quantities He has set up a solar unit, a compost pit and a gobar gas unit on his farm. He also has six buffaloes, including two milking, two dry and two buffalo calves.

Mr. Amar Singh being felicitated by then Chief Minister of Rajasthan Shri. Ashok Gehlot Marketing was another challenge for Mr. Singh as he observed that big amla would fetch Rs. 10 per kg, while small amla would fetch somewhere around Rs. 5 to Rs. 8. Initially he got good rates, but gradually the demand started to Dwindle and he had no option but to sell his fruits to traders at whole sale prices In 2005, he started his own factory with an initial investment ofRs. 5lakh. In the first year, he managed to prepare around 7,000 kg of murabba, for which he employed several village women. He sold the murabba under the brand name “Amruta” in Rajasthan in Kumher, Bharatpur, Tonk, Dig, Mandawar and Mahua. Slowly and steadily, his business expanded, and in 2015,he produced 400 quintals of murabba. Meanwhile he also got the license from Food Safety and Standards Authority of India (FSSAI) to sell processed murabba. In 2012, he re-registered his unit and named it “Amar Mega Food Pvt. Ltd”. Presently, his company is involved in growing, processing, packaging and transporting. He takes a keen interest in every step of the production process. Even after getting a turnoverofaroundRs.26lakheveryyear, he manages to stay simple and rooted. After earning a big fortune from amla processing.