In the Idukki district of Kerala state, farmers faced difficulties finding buyers who valued their spices. To solve this problem, two friends—Bhavesh Savariya and Annu Sunny—decided to help them reach new markets.
Bhavesh, a mechanical engineer from Chhattisgarh, and Annu, a science graduate from Kerala, met in 2015 during the India Fellow social leadership development program. During a study trip to Ladakh, they observed how tourism could affect local communities. Annu noted that 'tourism has taken resources from local residents.'
Annu grew up among spice plantations in Idukki and was well aware of the problems farmers faced. Their shared goal of helping rural communities led to the creation of the organization Graamya in 2016.
From 2016 to 2018, the pair worked with local enterprises in Idukki to study local agriculture and develop a model capable of supporting farmers and their livelihoods. Graamya found that some farmers hesitated to switch to organic farming because improving yields required more time. Other farmers who had been practicing organic farming for decades lacked the necessary buyers.
For farmers who were abandoning intensive chemical use methods, Graamya provided financial support and guarantees. For those already growing organically, the initiative focused on finding consumers who valued their harvest. This platform connects them with buyers across India, the US, and Europe.
P. V. Ravindran stated that thanks to the emergence of Graamya, 'our farmers can now think beyond traditional markets.' Better processing encourages them to improve the quality of their spices. Farmer Denny Augustine noted: 'We get a better price for our chemical-free spices.' The partnership also helps farmers reach consumers who value the quality of their products.
Annu believes that such an approach is applicable elsewhere. She asserts: 'This model can be easily replicated by anyone in their community.' For Bhavesh, it all started as a calling.