CULTIVATING A CLEAN FOOD REVOLUTION
The agriculture sector, a trillion-dollar industry that employs millions, presents a significant opportunity for growth and innovation. Building on this momentum, Ela Greens has emerged as a pioneering force in the agricultural landscape with Amal Mathew and Shijin V S at the helm. Founded in 2018, Ela Greens is a comprehensive ecosystem designed to empower the next generation of farmers and conscious consumers.
By harnessing technology, mentorship, and communitydriven farming, the company bridges the gap between farms and urban consumers, providing access to clean, transparent, and high-quality food. With a vision to become India’s No. 1 go-to platform across Tier 1 and Tier 2 cities for clean, sustainable, and ethically sourced food, Ela Greens is redefining the way urban consumers connect with their food, fostering a greener, healthier, and better tomorrow.
Ensuring Clean, Safe and Transparent Food
Ela Greens understands the significance of food traceability in today’s digital era. Its platform is built on a connected digital ecosystem that enables it to track every step of the food production process, from farm to table. This ensures that its consumers have complete visibility into the origin, quality and safety of their food. Ela Greens’ commitment to transparency and accountability is unwavering, and it believes that it is vital for building trust with its customers.
Industry Transformation: Over the Years
The pandemic has been a catalyst for transformation in the industry, driving a remarkable shift in consumer mindset towards healthier eating and wellness. As people prioritise their well-being, the demand for nutritious food options has surged. This trend is evident in the proliferation of gyms, wellness centres, and cafes offering healthier menus and also the influence of lifestyle influencers promoting mindful living. The rise of fitness communities and quick commerce platforms has further fuelled the clean food movement, making healthy options more accessible than ever. At the forefront of this movement, Ela Greens is poised to capitalise on this momentum and shape the future of sustainable food.
From Insight to Impact
Ela Greens’ entrepreneurial journey began years before the COVID era, when the concept of clean and sustainable food was still a nascent concept. The pandemic proved to be a turning point, as people increasingly invested in home farms to grow their own food. Notably, families were spending an average of Rs 1 lakh to set up farms and Rs 3,000-Rs 4,000 per month on maintenance. This trend revealed a major market opportunity, prompting Ela Greens to evolve from a hydroponic provider to a comprehensive ecosystem that empowers both farmers and consumers, connecting people, sustainability, and health through clean food.
Innovating for a Sustainable Future
Research and Development (R&D) is the backbone of Ela Greens’ growth and innovation. With a rapidly changing temperature, climate, and consumer preferences, Ela Greens’ R&D efforts focus on making its growing systems more advanced, resilient, and efficient. The company continuously tests new crop varieties – from fruits like strawberries to exotic vegetables, edible flowers, and premium greens – to ensure freshness and variety for consumers. Through continuous trials and research, Ela Greens aims to deliver consistent quality while prioritising sustainability in every aspect of its business.
Committed to Food Traceability
Ela Greens is dedicated to offering clean, traceable, and safe food to its consumers. Its platform’s digital ecosystem enables it to monitor and track every aspect of food production. It includes:
- Seed to plate: The company tracks the whole journey, from seed selection to harvest and delivery.
- Quality Control: It implements rigorous quality control measures, ensuring the product meets the highest standards of quality.
- Transparency: The transparent process provides the customers with complete visibility into origin, quality and food safety.
Building a Community Around Clean Food
Ela Greens’ marketing strategy focuses on community building, inspiring people to make healthier choices together. Through workshops, training sessions, and farm visits in residential communities, Ela Greens connects people with the concept of clean food. The company’s growth has been largely driven by organic and referral marketing, supplemented by strategic collaborations and influencer partnerships. A balanced approach to digital marketing, including Meta ads and digital campaigns, enables Ela Greens to engage authentically with its audience.
Empowering Leadership
For Ela Greens, leadership, accountability, and consistency are key. Leadership is about setting an example, showing up every day and reminding the team of the purpose behind their work. At Ela Greens, the team is driven by passionate individuals who truly believe in the mission. The goal is to empower them by recognising their value, providing responsibility, and building trust. Community interactions serve as a powerful motivator, keeping the team grounded in the company’s purpose. Leadership at Ela Greens is about empowerment, not control.
Cultivating an Ideal Work Culture
At Ela Greens, the work culture is rooted in collaboration and shared goals, rather than hierarchy. Every team member has a clear role and a shared goal, driving collective success through self-motivation and purpose. The work style at the company is flexible and organic, mirroring nature’s rhythm. With a focus on balance and well-being, the environment is free from unnecessary stress, allowing team members to thrive. By working in sync with natural cycles, Ela Greens nurtures a harmonious and sustainable work environment that mirrors the growth of its farms.
Road Ahead: Scaling New Heights
Having successfully established itself in the major urban markets in Kerala, Ela Greens is poised for expansion. With strong customer validation and a proven model, the company is raising funds to expand into new markets, including Bengaluru, Chennai, and other Tier 2 cities in the coming year. To support its growth, Ela Greens is investing in technology-driven systems that will enhance scalability and efficiency. This strategic expansion will cement Ela Greens’ position as a leading clean food ecosystem, powered by transparency and innovation and spanning multiple cities.
Sowing Seeds of Trust
As the market becomes increasingly dominated by quick commerce players prioritising speed over quality, Ela Greens is poised to offer a trusted alternative. With urban populations projected to double by 2050, the company recognises the critical need for maintaining food safety and quality. Ela Greens aims to become a leading name in the urban food ecosystem, setting new benchmarks for trust, sustainability, and value. By prioritising quality, integrity, and efficiency, the company envisions a future where health and clean food are accessible to all.
Remarkable Milestones and Achievements
Ela Greens has garnered notable recognition, being featured as one of the best startups by KFC and ranked among the leading hydroponic ventures. However, its most significant achievement lies in the trust of over 1,000 homemakers and families who rely on Ela Greens for clean, safe, and premium produce. This milestone underscores the company’s success in becoming a trusted household name, synonymous with quality and care in the urban food landscape.
Words of Wisdom
Shijin V S advises budding entrepreneurs to focus on consistency and integrity. Delivering on promises, even in challenging times, is crucial. Prioritising customers’ trust and loyalty, even if it impacts short-term numbers, will ultimately lead to long-term success. Profitability will follow when a brand is built on a foundation of integrity and consistency, fostering lasting relationships and a loyal customer base.
Closing Message: Join the Movement
The leading man, Amal Mathew, invites individuals from diverse backgrounds to join a meaningful journey – growing clean food, supporting local ecosystems, and building a healthier future. Whether professionals seeking a purposeful shift, homemakers looking for fulfilment or nature enthusiasts eager to make a difference, Amal and his team welcome passionate individuals to be a part of their mission. With a growing demand for sustainable produce in every city, Ela Greens offers a platform for like-minded individuals to create a lasting impact. “Join the movement and grow something that truly matters”, he concludes.
