From 12th grade to a 20 Crore Jamun Empire : Rajesh Ojha's Remarkable Journey

Can you ever imagine a start up based on black plum popularly known as jamun in India? With the core purpose of empowering tribal women community of Rajasthan by using their expertise and knowledge on Indian herbs and medicinal plants, Rajesh Ojha laid the foundation of Tribalveda ,an enterprise based solely on jamun. It is one of it's kind of innovative and creative approach in the field of agri based products. 

Early days of struggle

Rajesh Ojha has completed his formal education and passed class 12th from his hometown near

Udaipur. In the search of livelihood he shifted to Mumbai. With this basic level of education, it was quite hard to get a better job in Mumbai. He worked there as a salesman for 14 years however in year 2017 with hardly 1000 rupees in his pocket, he and his wife left Mumbai with a dream to uplift the Grasiya tribal women near Udaipur. 

He took a loan of 2lakhs from his friend and started his entrepreneurship journey with absolutely no knowledge of agriculture.

The Difficult Journey

Rajesh recalls that once he didn't have enough money to support his family. He also faced a lot of hardships in his entrepreuneal journey as he was mocked by his own family members and relatives for opting an agriculture based career. He was disapproved multiple times to leave the comfort of a metropolitan city and reside in forest area. Moreover it was quite difficult to communicate with tribal community and convince them to sell their produce to an unknown person. Despite these challenges, due to his humbleness, simplicity and the purity of intentions ,he gained trust of tribal people and built up strong bond with them with time.

Founding of Jovaki

Jovaki in local language means to enlighten. In 2017,Rajesh founded Jovaki Agro Foods India Private Limited which is the parent company of brand Tribalveda. It is a source of income and livelihood for more than 1000 tribal families. Rajesh noticed that the region was rich in a variety of natural herbs, fruits and medicinal plants however due to lack of storage and processing facilities ,a lot of forest produce like custard apple and Jamun pulp was being wasted. He foresaw a great opportunity in processing these fruits and built up a successful enterprise around it. In Jovaki,  the tribal women are first imparted rigorous training on various steps involved in the processing of fruits like harvesting and collection of fruits, their storage and grading, sorting and washing of quality produce and finally their processing and packaging. The whole process is being done by tribal women.

The products

The company is involved in making of a variety of innovative products like flakes ,strips, vinegar and green tea from Jamun. After making these products,the leftover Jamun seed is sun dried and converted into powder and utilised for medicinal purpose. Also the custard apple pulp is sold in market to caterers and ice cream and dessert industry. The waste which is remaining after processing is used for vermi composting and a part of seeds remaining is used for plantation of same plants. Such a great vision!

Uplifting the Tribal Community

On and average,  70 tribal women are involved in each unit for processing of fruits while another 150 tribal women are supporting them in the collection of fruits there by engaging more than 1000 tribal women in the whole process. Jovaki intends to intervene the remotest parts of forest and provide a sustainable livelihood to the local tribal community, specially women. The 60% of total profit of company goes to these women in such a way that 25000 families are supported indirectly from this innovative business model. The company has also created a general awareness about the significance of local forest produce in the community and is also involved in extensive plantation drive in the region. The company has setup village level processing units not only in Southern Rajasthan but also in Madhya Pradesh and Chhattisgarh.

Company Profile and Awards

At present ,Jovaki has a valuation of around 20 crores and expected to grow about 10 times more in upcoming 2 years. After the setting up of the brand Tribalveda, company has started selling it's products on e-commerce platforms like Amazon and Flipkart also. Jovaki has been awarded with the 'DBS Foundation Special Enterprise Award 2021 'which is being awarded to only19 companies worldwide because of its innovative 'Socio economic development 'model. With an aim to process 50000 kg of wild vegetables and fruits annually and selling 125 metric tons of forest produce , Jovaki  is targetting to provide livelihood to 18000 tribal families in upcoming years. The company also aims to plant 15 Million trees in the coming years.

Seeing their creative approach, many supporters have come ahead by joining hands with them like CCS NIAM centre for Innovation, Villgro Innovation Foundation, Knowledge Partner RKVY RAFTAAR, Gol Upaya Ventures, IIM Kolkata and ICICI Foundation. 

Rajesh Ojha is gleaming example of entrepreneurship clubbed with a true leadership having a great vision for welfare and upliftment of the society.