Our Journey from Soil to Soul
“Because Clean Food Shouldn’t Be a Luxury.”
A story that began in the soil, not in a boardroom
I grew up with vegetables, not shelves. Before I learned business words, I learned how soil smells after rain, how a plant reacts to care, and how food is supposed to look when it is fresh and alive.
From a young age, vegetables were part of my daily life. Farming was never an idea, it was routine. Watching crops grow taught me patience, discipline, and respect for nature. Over time, this curiosity became deeper, and I chose to study and work with multiple hydroponic farms across India. I saw what was possible when science, hygiene, and intention came together.
But everything changed when I stepped into local and wholesale markets.
What I saw there was disturbing.
Produce kept on dirty floors. Vegetables washed with contaminated water. No sorting. No cooling. No respect for post-harvest handling. Adulterated produce made to look fresh. And consumers unknowingly taking all of this home.
The consumer pays a high price for low-quality, unsafe food.
The farmer works endlessly but earns very little.
The produce, which took months to grow, is treated like it has no value.
I travelled across markets in different parts of the country and the story was the same. There was no hygiene, no accountability, and no concern for long-term health. It felt wrong. Personally wrong.
At the same time, I was spending time with farmers.
Farmers who wake up before sunrise.
Farmers who borrow money to grow crops.
Farmers who know how to grow clean, good food but are forced to cut corners because the
system doesn’t reward honesty.
They were stuck between rising costs and falling prices. Many were pushed to use chemicals not because they wanted to, but because survival left them no choice.
Why should farmers suffer for doing the right thing?
Subco Organics was born from that discomfort.
Not as a company chasing trends, but as a response to a broken system.
The idea was simple, but difficult to execute: Build a clean, transparent supply chain where farmers are respected, produce is handled properly, and consumers receive food they can trust.
We started by working directly with individual farmers, forming small groups, aligning them on sustainable practices, post-harvest handling, and quality standards. We focused on hygiene, sorting, proper storage, and honest grading. No shortcuts.
It wasn’t easy.
Convincing farmers took time.
Building trust took patience.
Fixing decades of bad practices took persistence.
There were days when logistics failed, markets rejected clean produce because it didn’t “look shiny,” and costs were higher than expected. But we stayed.
Because every clean vegetable reaching a family felt like progress.
Because every farmer earning a fair price felt like justice.
Farming should dignify, not exploit.
This journey is not finished. It is ongoing.
Every farm we work with, every product we source, and every consumer we serve is part of
rebuilding a system that should have never been broken.
Subco Organics exists for the farmer who wants to farm honestly. For the consumer who deserves safe food. And for a future where quality is not compromised for convenience.