Business Remedies | Rajshree Upadhyaya | In India’s rapidly changing food ecosystem, the demand for healthier, chemical-free, and sustainable food is rising. Among the emerging entrepreneurs leading this shift is Ekta Jaju, founder of ONganic Foods, who has carved a distinct niche by connecting organic farmers with modern consumers while promoting sustainable agriculture. Her entrepreneurial journey is more than a business story-it is a movement to transform rural livelihoods and urban lifestyles.
The Spark of an Idea
Ekta’s journey began with her concern for the struggles of farmers. In rural Bengal, she observed how smallholders were trapped in the cycle of chemical-based farming, low income, and limited market access. At the same time, urban consumers were seeking authentic organic products but lacked reliable sources. This gap inspired her to establish ONganic Foods in 2017 with the mission to bridge farmers and the organic market. ONganic was never about selling food alone-it was about building a healthier, fairer system benefiting both producers and consumers.
Empowering Farmers, Empowering Communities
ONganic’s strength lies in its farmer-centric model. Ekta and her team train farmers in organic practices, certification, and soil health, helping them shift from chemical farming to sustainable alternatives. The company now supports over 700 farmers, focusing on indigenous crops like black rice, red rice, millet, turmeric, and cold-pressed oils. With fair prices, assured buy-back, and market linkages, ONganic has improved both income and food security for rural families.
Building the Brand
Starting ONganic was not without challenges. Gaining consumer trust and proving authenticity were crucial. Ekta emphasized transparency and traceability, ensuring that every product carried quality assurance.
ONganic tapped into the heritage of traditional grains and superfoods from Bengal and the North-East, giving them a modern revival. Today, its range includes specialty rice, spices, honey, flours, and snacks-available in premium retail outlets, online platforms, and even international markets, giving Indian organic produce global recognition.
Health Meets Sustainability
For Ekta, ONganic is not just a commercial venture but a step towards better health and environment. She stresses that organic food is essential for tackling lifestyle diseases and ecological degradation. “When we eat organic, we invest in our health and the planet,” she says.
By reviving indigenous and climate-resilient crops, ONganic supports biodiversity and climate adaptation, aligning with her vision of a sustainable food ecosystem for future generations.
Recognition and Impact
Ekta Jaju’s work has earned recognition across platforms, celebrating women entrepreneurs and changemakers. ONganic is often highlighted for its triple impact-economic empowerment, better health, and environmental sustainability.
What makes her story stand out is the blend of passion and purpose. Unlike ventures chasing only profit, ONganic thrives on a deeper mission-changing how India eats and how India farms.
The Road Ahead
India’s organic food market is expected to grow rapidly as health awareness spreads. Ekta envisions ONganic expanding its farmer base nationwide, diversifying products, and strengthening exports. The company also plans to leverage technology for supply-chain traceability and stronger consumer engagement.
She believes entrepreneurship, when driven with empathy and sustainability, can bring large-scale impact. “We are not just building a brand, we are building a movement where farmers, consumers, and the planet all win,” she affirms.
Inspiration for Entrepreneurs
Ekta’s story is a source of inspiration for young, especially women, entrepreneurs entering the impact-driven start-up space. She proves that business and social good can grow together, and that persistence can turn challenges into opportunities.
Her journey reminds us that entrepreneurship is not always about billion-dollar valuations. It can also mean cultivating healthier communities, empowering the underserved, and nurturing the environment.
At a time when India is redefining its food choices, entrepreneurs like Ekta Jaju are shaping the future with resilience and vision. Through ONganic Foods, she has shown that sustainable entrepreneurship is both impactful and profitable. Her story reflects a simple truth: the seeds of change lie in the soil beneath us-waiting for someone to nurture them into a movement that benefits all.
Written & Edited By:
Rajshree Upadhyaya
