From Mumbai to a small village in Rajasthan, a determined couple has built a successful agro-food venture that supports over 1,000 tribal families by turning jamun and other fruits into profitable products.
- Jovaki helps tribal farmers get better prices through fruit processing
- The venture supports 1,000+ tribal women in Rajasthan
- Zero-waste approach turns local produce into market-ready products
What happened
Rajesh Oza grew up in Bera village, Rajasthan, observing the daily struggles of tribal families who gathered fruits like jamun, custard apples, and amla but were forced to sell their produce quickly at low prices to avoid spoilage. After moving to Mumbai and facing difficulties finding stable employment without a degree, Rajesh returned to his village in 2016 with a vision to create a better livelihood for his community.
Together with his wife Pooja, whom he married in 2017, they co-founded Jovaki. This agro-food company focuses on processing local fruits to add value, allow longer shelf life, and provide direct market access. By 2021, they launched Tribalveda, a consumer brand that further increases income opportunities for tribal women. Today, their efforts benefit over 1,000 tribal families in the region.
Why it feels good
This story shines because it showcases grassroots entrepreneurship that truly uplifts an often overlooked community. By addressing the core issue of perishability and price pressure, the couple enabled tribal farmers to earn fair returns without hurried sales. It also highlights the power of returning to one’s roots and building sustainable industry without sacrificing cultural ties.
Furthermore, it demonstrates how collaboration and perseverance can overcome distrust—initially, tribal farmers were hesitant to engage with the outsiders. But transparency and consistent fair dealings helped build confidence, fostering lasting partnerships that empower local women economically and socially.
What to enjoy or watch next
For those inspired by this story, keep an eye on how Jovaki and Tribalveda continue to innovate in fruit processing and expand their product range. Exploring traditional and underutilized fruits like jamun in new forms offers exciting opportunities for healthier, organic, and indigenous food products in wider markets.
Additionally, initiatives like these encourage a broader movement toward supporting smallholder farmers and tribal communities through sustainable agriculture and value-added enterprises. Following this model could inspire more entrepreneurs to build ventures that combine profit with purpose.