My Organic Earth, a brand from VJ Organic farms, a young organic food brand based out of village Hadoli, District Latur, Maharashtra along with Into Creative launched a one of its kind product with a wonderful cultural twist to help their organic farmers community who are the backbone of their business in that Latur District.
There are more than seven billion rats in the world, and nearly one-third of them live in India. Each year, they destroy up to 26 million tons of food grain, costing the nation nearly five billion US dollars. For Indian farmers, rodents are not a minor nuisance but a constant economic threat. To address this growing problem in a peaceful and organic way, My Organic Earth, a young Indian organic food brand, launched an initiative in February 2026 for its community of over 200 organic farmers in Hadoli village, Latur. The project has shown remarkable results within the first three months, with a significant drop in rodent activity..
India is deeply rooted in faith, and in times of difficulty, people often turn to their Gods and Goddesses, especially Lord Ganesha. One of his many forms, Vighnaharta, is known as the remover of obstacles. Inspired by this belief, the initiative introduced a ten-inch idol of Lord Ganesha called “Vighnaharta – The Guarding Ganesha,” reviving a mythological protector to safeguard crops from predators. These small-scale idols were crafted using clay, mud, and sawdust, and infused with powerful organic ingredients such as chilli, clove, pepper, neem, citronella, eucalyptus oil, onion, garlic, and ginger extracts, along with a blend of secret herbs, given free to their 200+ organic farming community.
These natural substances, which were used long before chemical repellents existed, emit a strong and pungent aroma that creates an invisible protective boundary lasting for weeks. The approach involves no traps, no killing, and no poison—only distance. Rodents, which have a highly developed sense of smell, are repelled by these Odors. They can detect scents from over a kilometre away, which worked in our favour. Repeated exposure conditions them to avoid the area altogether, forcing them to change their routes.
Rodent activity in farms and storage facilities dropped significantly. As the threat diminished and confidence grew, many more farmers joined our organic community. We now plan to expand this initiative to a larger farming network, incorporating more potent natural ingredients such as Gliricidia sepium plant extract in the next phase. By reviving traditional values and beliefs, we have created a more sustainable and harmonious way of living.
“When the core of a brand is so meaningful and purposeful, it becomes easy to tell its story. If their organic farming community doesn’t grow, their business won’t grow—it’s that simple. That’s why we decided to address their pain point through a thoughtful cultural insight.” Santosh Padhi (Paddy) Founder & Chief Creative Officer Into Creative
“There are rat poisons (rodenticides) available in the market that are highly toxic to humans, pets, livestock, and wildlife, posing serious risks in both agricultural and residential environments. Our ‘Vighnaharta’ initiative represents more than just a product; it embodies our belief that organic agricultural innovation must protect three interconnected pillars: farmers, consumers, and the ecosystem. Through this initiative, we aim to contribute to reduced crop losses, promote sustainable farming practices, strengthen farmer resilience, and support long-term environmental health.”— Vasant Jante, Founder, VJ Organic Farms
ABOUT MY ORGANIC EARTH
At My Organic Earth, our family farm, along with more than 200 associated farmers, collectively spans over 100 acres across the villages of Hadoli & Belgaon, in the Latur district of Maharashtra. The farm has been practicing organic cultivation since 2016, with small farmers forming an integral part of our organic value chain. Over the past four years, we have planted more than 7,500 trees, including a wide variety of seasonal fruits. We work closely with nature in every aspect of our farming practices. For instance, cow dung and cow urine are used to prepare organic fertilizers that enrich soil health. Our chemical-free methods are maintained throughout the entire cycle—from seed selection and cultivation of raw materials to manufacturing and packaging.
We are fully equipped with processing facilities for pulses, atta (flour), spices, and jaggery Additionally, we manufacture products such as ketchup, squash, syrup, pulp, pickles, and health supplements. Our farm remains self-reliant, ensuring strict quality adherence while maintaining completely chemical-free practices.
Our goal is to gradually expand this model to multiple states across India. We believe this approach is essential not only for Maharashtra and India, but also for the global ecosystem.
