Mumbai: My Organic Earth, a brand from VJ Organic Farms, in collaboration with Into Creative, has launched an innovative organic rat repellent initiative aimed at protecting its farming community in Hadoli village, Latur district, Maharashtra. The initiative blends traditional beliefs with sustainable agricultural practices to address one of the most persistent challenges faced by Indian farmers—rodent infestation.
India faces a significant rodent problem, with an estimated one-third of the world’s rat population contributing to the destruction of nearly 26 million tons of food grain annually. For farmers, this translates into substantial economic losses. Recognising this, My Organic Earth introduced a culturally rooted, non-toxic solution designed to deter rodents without harming the ecosystem.
At the heart of the initiative is a ten-inch idol of Lord Ganesha, titled “Vighnaharta – The Guarding Ganesha,” symbolising the remover of obstacles. Crafted using clay, mud, and sawdust, the idols are infused with organic ingredients such as chilli, clove, pepper, neem, citronella, eucalyptus oil, onion, garlic, and ginger extracts, along with a proprietary blend of herbs. These were distributed free of cost to over 200 farmers within the brand’s organic farming community.
The natural formulation emits a strong aroma that creates a protective boundary around farms and storage areas, effectively repelling rodents. Unlike conventional rodenticides, the solution avoids the use of poison or traps, relying instead on scent-based deterrence. Early results from the three-month pilot phase indicate a significant reduction in rodent activity, with more farmers joining the initiative as confidence in the solution grows.
The company plans to expand the programme to a larger network of farmers, with future iterations incorporating additional natural ingredients such as Gliricidia sepium plant extract to enhance efficacy.
“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,” said Vasant Jante, Founder, VJ Organic Farms.
With this initiative, My Organic Earth underscores its commitment to sustainable farming and community-led innovation, while demonstrating how culturally resonant ideas can drive meaningful impact in agriculture.
