In the heart of Telangana’s Sangareddy district lies Gangapur village, home to an inspiring figure known as the “Millet Man of Telangana“—Biradhar Veer Shetty Patil. His journey from a high school dropout and truck driver to a successful entrepreneur in the millet industry is a testament to resilience, innovation, and a deep sense of community welfare.
Early Life and Humble Beginnings
Born into a modest farming family, Veer Shetty was the eldest of three brothers. Financial constraints forced him to discontinue formal education after Class 9, leading him to take up various jobs, including working as a driver. His life took a pivotal turn when he began assisting Dr. C.H. Ravindra Reddy, a principal scientist at the International Crops Research Institute for the Semi-Arid Tropics (ICRISAT). This experience enriched his understanding of agriculture, particularly millet cultivation.
The Turning Point: A Journey Through Beed
In 2006, during a work-related trip to Beed, Maharashtra, Veer Shetty experienced firsthand the pangs of hunger, unable to find a decent meal in the area. This profound experience ignited a determination to address food scarcity and malnutrition. Recognizing the nutritional value and resilience of millets, he resolved to make these “superfoods” accessible to the masses. This decision laid the foundation for his mission to bring millets back to the mainstream, especially in regions like Telangana, where agriculture has been a key part of the local economy for centuries.
Establishing SS Bhavani Foods: A Vision for Millet Revolution
Leveraging his agricultural background and the knowledge gained from ICRISAT, Veer Shetty initiated millet cultivation on his 13 acres of dry land and 5 acres of irrigated land, growing crops like sorghum, bajra, foxtail millet, and finger millet. In 2009, he founded SS Bhavani Foods Pvt Ltd in Chandanagar, Hyderabad, focusing on producing value-added millet products. Despite initial skepticism and ridicule from the community, his unwavering commitment led to the development of over 60 millet-based products within seven years.
Why Millets Matter: The Nutritional and Environmental Benefits
Millets are often hailed as “superfoods” due to their high nutritional value. They are rich in proteins, fiber, vitamins, and minerals, making them an ideal choice for addressing malnutrition. Millets are also known for their drought-resistant qualities, making them a sustainable crop for regions with erratic rainfall patterns. In a country like India, where climate change is increasingly affecting crop productivity, millets offer a sustainable alternative to traditional cereals like rice and wheat.
Moreover, millets are easy to cultivate in dry, less fertile soils, making them a crop of choice for smallholder farmers. They require minimal water and can thrive in regions that are typically not suitable for other crops, reducing the dependency on water-intensive crops and helping conserve valuable resources.
Innovations and Community Impact
Understanding the importance of convenience in modern diets, Veer Shetty introduced a roti-making machine capable of producing 500 rotis per hour. His outlets began selling 2,000 to 3,000 rotis daily, with exports reaching international markets like Australia. Beyond business, he established the Swayam Shakthi Agri Foundation in 2016, providing farmers with quality seeds, training, and buy-back guarantees at premium prices.
The foundation has been instrumental in transforming the livelihoods of smallholder farmers, many of whom struggled to make ends meet. By offering them a reliable market for their crops, SS Bhavani Foods has empowered farmers, helping them generate sustainable income. Furthermore, collaborations with organizations like the MS Swaminathan Research Foundation and the Indian Institute of Millets Research have amplified Veer Shetty’s impact, training thousands of farmers in sustainable millet cultivation and processing.
Reaching Global Markets
Veer Shetty’s vision went beyond local and national boundaries. His millet-based products have gained international recognition, with exports reaching markets such as Australia. By participating in global food expos and conferences, SS Bhavani Foods has contributed to raising awareness about the health benefits and sustainability of millets. The brand has also managed to break into the international retail market, making its millet products available in supermarkets across different countries.
Empowering Women and Local Communities
Veer Shetty’s impact extends beyond agriculture and business. He has consistently championed the cause of women’s empowerment, particularly in rural areas. Women, especially those in farming communities, are often involved in millet processing but lack access to resources and training. Through his foundation, he has facilitated training programs aimed at improving the skills of rural women, helping them become more self-sufficient and contributing to their families’ economic stability.
SS Bhavani Foods has also created local jobs by setting up millet processing units in rural Telangana. These initiatives have allowed villagers to engage in value-added processes like milling, roasting, and packaging, ensuring that the local economy thrives while promoting sustainable agricultural practices.
Recognition and Legacy
Veer Shetty’s relentless efforts have earned him numerous accolades, including the titles of “Millet Man of Telangana,” “Best Farmer Award,” and the “Dr. M.V. Rao Memorial Award.” His journey from a driver to an entrepreneur with an annual turnover exceeding Rs 1 crore serves as an inspiration, demonstrating how individual initiative can drive community development and promote sustainable agriculture.
His story has been widely covered in the media, inspiring a new generation of farmers and entrepreneurs to embrace the potential of millets. What makes his journey so unique is not just the success of SS Bhavani Foods but the far-reaching impact his work has had on farmers, consumers, and rural communities across Telangana and beyond.
Conclusion: A Vision for the Future of Agriculture
Biradhar Veer Shetty Patil’s story is a beacon of hope and determination. His commitment to promoting millets has not only transformed his life but also positively impacted the lives of countless farmers and consumers. As the “Millet Man of Telangana,” he continues to champion the cause of sustainable agriculture, ensuring that the benefits of millets reach far and wide.
With the growing global awareness about the health benefits of millets and the need for sustainable farming practices, Veer Shetty’s work serves as a model for other regions to follow. His focus on innovation, community welfare, and the environment makes him a pioneer in the millet revolution in India.
As we move toward a more sustainable and health-conscious future, millets have a crucial role to play, and leaders like Veer Shetty are leading the way.
