Go Green Warehouses: A Revolutionary Venture Empowering Farmers And Building Trust
India’s Most Trusted Agritech Brand of the year 2024
We have always been the voice of ventures that broke traditions and shared innovations with the world to create a difference at the ground level. Here, we present the story of a stalwart in the Agro-Commodity arena. With a vision to change the agro-commodity management space, the Go Green Group has been creating value since 1925.
To cover the length and breadth of their overall vision and service portfolio, we arranged a freewheeling conversation with the Director and CEO of the organization, Santosh Kumar Sahu. Let’s unpack the valuable insights into the industry he shared in our conversation.
The company portfolio
The foundation was led in 1925 indeed but fast forward to 2012, and the establishment of Go Green Warehouses marked a new era in integrated commodity management. They are known for a flair of the future. As per the senior leadership, they’re not just riding the waves of change, but making them. They are offering cutting-edge post-harvest services that span the entire agro-value chain.
“Our strategically connected locations and tech-savvy operations mean we’re geared to handle any business challenge, no matter the size. And as we boldly venture into non-agri sectors, we’re revolutionizing logistics and warehousing, proving that at Go Green, growth is more than just our name, it’s our game,” conveyed Santosh Kumar Sahu.
A journey worth many praises
We wanted to know about Santosh Sahu’s corporate journey and how he decided to embark on this phenomenal voyage. We are affirmative to say that his corporate trajectory is a testament to his deep-rooted expertise and sheer commitment to the agricultural and logistics sectors in India.
Beginning with a foundation in agriculture, he graduated from Odisha University of Agriculture and Technology and went on to pursue an MBA in Agribusiness from the Dhirubhai Ambani Institute of Information and Technology. This academic background was the cornerstone in his journey to become a key player in various leading organizations. Yes, he was associated with several big-industry players and made huge contributions to their remarkable success.
His professional path began at Godrej AgroVet, where he started in the rural FMCG business. With this job, he had a keen focus on setting up rural retail stores. His role quickly expanded, and he soon found himself heading the buying department in South India, overseeing the establishment of 13 stores. This early exposure to the intricacies of rural retail and supply chain management shaped his approach to business. He realized that to create a huge impact, there has to be a keen emphasis on the importance of trust and reliability in all business operations, something that helped him become a leader with a difference.
Following his tenure at Godrej AgroVet, Santosh joined Reliance Retail as a Category Manager in the Fresh and Frozen category. He was instrumental in launching the initial stores in Hyderabad during Reliance’s early days in retail, further honing his skills in the rapidly growing retail sector. His journey then led him to the RPG Group, where he served as a regional head for Spencer’s Retail in Gujarat, focusing on the Fresh and Frozen food categories.
Santosh’s experience extended into the logistics and warehousing sectors, where he worked with World’s Window, a leading rail and road logistics company in Delhi. His career also included significant roles in agri-warehousing and logistics with organizations such as National Bulk Handling Corporation, National Collateral Management Services, and ORG Group. Through these experiences, he gained comprehensive knowledge of both the front-end and back-end operations in agriculture, from sales and marketing to supply chain and retail.
Beginning of the entrepreneurial voyage
The year 2012 marked the dawn of a huge revolution led by Santosh Kumar Sahu. Here, his whole efforts stemmed from a vision to address the transparency and accountability issues along with the inefficiencies in the industry. After creating a visionary roadmap, he co-founded Go Green Warehouses in Gujarat. He acknowledged the pain points in the managing of agricultural commodities and his idea was to create a trustworthy and transparent platform.
As per Santosh, his mission while establishing the organization was twofold: to increase farmers’ income by integrating them into the business model and to provide a unique and strong infrastructure and financial support to the agricultural sector. This noble mission awakened a sense of responsibility in his team and many other stakeholders who joined his venture afterward.
Building confidence among farmers
Go Green Warehouses has always been catering solutions to two major challenges that had long plagued the agricultural sector: the deep-seated lack of trust in the agri-warehousing industry and the widespread issue of financial exclusion for farmers. Recognizing the critical need to build confidence among farmers, Go Green Warehouses took the bold step of involving their promoters directly in day-to-day business operations. This hands-on approach not only ensured transparency but also built a solid foundation of trust with the farming community.
In addition to this, Go Green Warehouses formed strategic partnerships with more than 32 banks and Non-Banking Financial Companies (NBFCs). These alliances were pivotal in providing farmers with much-needed access to financial resources. Through these partnerships, farmers were able to secure financing options without resorting to distress sales, which had often forced them to sell their produce at unfavorable prices. The venture has become a sheer advocate of the overall well-being of the farming community which is the need of the hour.
Government’s praiseworthy initiatives
Santosh Kumar Sahu happened to share his views on the Government of India’s persistent efforts to support farmers. He mentioned, “They are giving a lot of Agricultural Infrastructure Fund which is around 1 lakh crore. Prime Minister sometimes back before pre-budget announced that they would set up small warehouses of around 700 lakh metric tons to support the farmers.
And, to my surprise, all the announcements were successfully implemented. This will give a lot of impetus to the farmer’s FPOs and all sorts of small players. In India, 85 percent of the farmers are small and marginal farmers. I believe governments should develop different solutions around those farmers, to give a boost to this sector as now whatever produce or stock or financing is there, only the aggregators and big processors are getting benefited.
Farmers are not getting the perks and they are still going on to sell their produce at this pace. I think this is the change in the strategy we wanted to create privately and also seek support from different state governments and central governments to get some infrastructure support to serve the farmers of India.”
Tech Inclusion
The company also recognized the crucial role of technology in enhancing transparency and efficiency in the agricultural value chain. Although not a tech company at its core, Go Green Warehouses embraced technological innovations such as automated quality-checking devices, IoT-based monitoring, and AI-powered surveillance systems. These advancements ensured real-time connectivity across the supply chain, from village-level warehouses to head offices and financial institutions.
R&D’s role in success
Every successful entrepreneur knows the role of R&D in business success. In a similar vein, research and development have been central to Go Green Warehouses’ exponential growth so far. The company continually adapts to market changes and consumer behavior by investing in R&D. Innovations like hermetic silo bags, small silos, solar-based cold storage, and chemical-free fumigation systems are just a few examples of how Go Green Warehouses is pushing the boundaries of agri-tech based on their R&D capabilities.
The USPs
In terms of its unique selling proposition (USP), Go Green Warehouses distinguishes itself as a platform akin to Amazon for the agricultural sector. It provides comprehensive services without directly engaging in the buying or selling of commodities. This approach ensures that all stakeholders—farmers, buyers, and processors—are well-connected and supported, creating a thriving ecosystem where trust and transparency are paramount.
Santosh Sahu’s journey from an agribusiness graduate to a co-founder of a transformative company like Go Green Warehouses is a compelling story of innovation, perseverance, and a deep commitment to improving the agricultural landscape in India. His role in altering the way farmers are supported is worth many praises and deserves global recognition. His journey has the potential to create more visionary leaders like him to bring solutions in favor of the farming community of our country.
The concluding words shared by the dynamic leader
“For entrepreneurs, I think capital is the crucial thing now. Though a lot of capital is available, everybody should focus on an area where they are very strong. I think they understand the industry and they have already experienced a lot of challenges in that industry and try to solve them without copying anybody. That will give them insights into creating their own venture.
You know, a lot of patience is required in entrepreneurship and one must learn to harness it within. You have to burn a lot of money and effort and time and everything. So, one should not be discouraged if there are failures. Sometimes, it can take a thousand days to get a model set. So that is my advice to all the people… A lot of patience and perseverance is required for whoever is entering into the entrepreneurial world.”
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