What began as a desperate measure to sell surplus milk has blossomed into a remarkable agri-business success story in Punjab's Hoshiarpur district. Sanjeev Kumar Kahol, a marginal farmer from Mehlanwali village, has transformed his two-acre farm into a thriving enterprise generating an annual revenue exceeding Rs 1 crore.
A Journey Forged in Adversity
Sanjeev Kumar Kahol's path was not an easy one. Forced to abandon his BSc studies in the final year due to family circumstances, he took up farming in the early 1990s following the deaths of his father and brother. For years, the now 56-year-old cultivated vegetables and grains primarily for household consumption on his small landholding, struggling to make ends meet.
A pivotal change occurred in 2015–16 when Kahol received formal training in dairy farming. He secured a loan of Rs 16 lakh to invest in 10 cows, banking on a promised government subsidy of Rs 8 lakh which, unfortunately, never materialized. Despite this setback, he persevered.
The Strike That Sparked a Revolution
The real turning point came in 2018 during a nationwide dairy farmers' strike. With major corporate buyers halting procurement for three days, Kahol was stuck with around 200 kg of unsold milk daily. In a moment of inspiration, he offered the milk for free on social media.
Instead of takers for free milk, local shopkeepers approached him, requesting a direct supply. They were willing to pay Rs 40–45 per litre, more than double the corporate rate of Rs 20 per kg he received from companies like Nestlé. "Encouraged by the response, I decided in July 2018 to market my milk directly to consumers," Kahol recalls. "On the first day, we sold to 10 families. The next day, they brought more customers. Within days, all our milk was sold directly, and I stopped corporate supply altogether."
Building the 'Farm Fresh Safe Food' Brand
The COVID-19 lockdown in 2020 accelerated his business model. With supply chains disrupted, the family began processing surplus milk into value-added products like paneer, curd, lassi, and butter. The overwhelming customer response marked the formal beginning of their branded journey.
Today, the family operates as a close-knit unit under the brand "Farm Fresh Safe Food". Originally from Mawa Kaholan village in Himachal Pradesh's Una district, the team includes Kahol's son Kartik, who manages dairy operations; his wife Reeta Sharma, who oversees processing; and Kahol himself, who handles marketing.
Their daily routine is a testament to their success. Every morning, Kahol transports roughly 2.5 quintals of milk and 50 kg of processed products via e-rickshaw to Hoshiarpur city. Sales, coordinated through a dedicated WhatsApp group of nearly 100 regular customers, begin at 7:30 AM and often wrap up within 30 minutes. Evening home deliveries cater to selected areas.
Diversification and Future Plans
The dairy unit has expanded from 10 to 30 cows, with 15–16 in milk production at any time. They sell milk at Rs 70 per kg, curd at Rs 120, paneer at Rs 600, lassi at Rs 60, and butter at Rs 1,000 per kg. Daily sales of nearly three quintals of products generate Rs 27,000–30,000, leading to monthly revenue of Rs 8–9 lakh with an estimated profit margin of 30%.
Beyond dairy, Kahol has diversified. His farm boasts 42 fruit trees including mango, amla, and lemon, which are processed into pickles, murabba, and candies. Seasonal vegetables add Rs 2,000–3,000 daily during peak season, and he cultivates turmeric on two kanals.
Looking ahead, Kahol plans to convert his entire two acres to natural farming by February, employing mulching and minimal intervention. "In natural farming, there is no need to plough. The soil softens naturally, and crops can be sown using mulch from leaves," he explains, aiming to showcase a sustainable model.
Recognition and Inspiration
From barely meeting basic needs to crossing the crore-rupee revenue mark, Kahol's journey is a powerful narrative of resilience. His efforts were recognized this year by the Punjab Agricultural University (PAU), which honored him with the Sardar Surjit Singh Dhillon Award for Self-Cultivating Small Farmers.
PAU Vice-Chancellor Dr. Satbir Singh Gosal stated, "With continuous training, technical knowledge, and strong family teamwork, marginal farmer Sanjeev Kumar Kahol has not only transformed his own life but has also set an inspiring example for marginal farmers across Punjab." By blending innovation, value addition, and direct marketing, Kahol has built a loyal customer base and a blueprint for agricultural success.
