An NGO-backed, ex-servicemen run organic farming initiative in Puducherry took SARAS Works onboard as its digital communications and branding partner. The farm was set up in a bid to make ex-jawans social entrepreneurs and change-makers in their own communities. The farm is run by a former Major from the Indian Army, who employs ex-jawans in the production of organic vegetables (including exotic varieties), and distributes them locally by means of mobile trucks. Business was run primarily through orders received on community-wise WhatsApp groups.

Though the business was doing well, the non-techie management wanted able hands to help them build on their positive aspects and reach out more effectively. They required not only a substantial digital makeover with the right content strategy (including storytelling) but also handholding at the organizational level to streamline the business. SARAS Works chalked out a plan for the company, prepared the content, and launched an e-commerce website for the farm.

More importantly, SARAS Works was able to engage the workers of the farms in conversations to understand their minds, in order to bring their stories out to the customers. Stories on the farm’s agricultural innovations, resilient farming techniques, and the able management by the jawans were all brought out in the right spirit.

SARAS Works executed a tight social media schedule, with content prepared and vetted in advance. This organized approach was especially comfortable for the management, and the routine settled down within a few weeks. SARAS Works also ensured sharp search engine optimization, and coined marketing catchphrases such as “Harvest to home in 8 hours” that enjoyed good traction. Together, SARAS Works was able to construct a brand value for the farm, and help them in product differentiation, recall and awareness building. Thanks to the holistic digital brand building including social media, the company has been able to nearly double its revenue today. The icing on the cake was the compliments received by the management from a major grocery supply chain with an offer to collaborate with them!