Publication

Case study of Creating value creation for farmers

Learning outcomes
Background

This case chronicles the inspiring journey of Dr. Vishal Sardeshpande, a first-generation entrepreneur driven by a mission to transform the lives of small and medium-sized farmers in India. Through his company Sarvaay Solutions, he sought to address a longstanding challenge: the lack of access to modern technology and value-addition processes for rural farmers.

Traditionally, small farmers were compelled to sell their sugarcane to middlemen or large players, receiving minimal profits and little control over their produce. Recognizing this gap, Dr. Sardeshpande envisioned a scalable and inclusive model that would enable farmers to process their own sugarcane and sell value-added jaggery products directly.

The Strategic Shift: From Problem-Solving to Market Creation

In June 2022, Dr. Sardeshpande reflected on the REJMP’s success and asked a bold question:

“What if this model could create a completely new market space for jaggery and agri-value-added products — one that empowers traditional producers and opens up Blue Oceans?”This led to the strategic reimagining of Sarvaay's business approach — from solving existing problems to creating new demand in untapped customer segments.

Innovation in Action: The REJMP Model

etween 2006 and 2018, after years of trial and error, Dr. Sardeshpande developed the Resource-Efficient Jaggery Manufacturing Process (REJMP). This innovative process was designed in Pune, Maharashtra, and allows farmers to:
Use minimal resources (fuel, water, manpower).
Achieve high-quality jaggery output with better shelf life and packaging readiness.
Reduce dependence on third-party processors or middlemen.
Improve traceability, transparency, and market access.
The REJMP model proved not only technically sound but socially impactful — offering financial empowerment, skill development, and market dignity to rural farming communities.

Strategic Tools Applied

This case challenges readers to think beyond traditional frameworks by applying advanced strategic tools:
SWOT Analysis: Understand the internal strengths and weaknesses, and external threats and opportunities in the agro-processing ecosystem.
Pros & Cons Analysis: Objectively assess multiple growth paths.
Strategy Canvas: Visualize where Sarvaay stands in comparison to industry norms.
Four-Action Framework: Identify what to Eliminate, Reduce, Raise, and Create to deliver superior value.
Eliminate–Reduce–Raise–Create Grid (ERRC): Pinpoint how to differentiate and reduce cost simultaneously.
Blue Ocean Strategy: Learn how to unlock new demand by reaching non-customers and creating uncontested market space.
These tools help participants understand how strategic thinking can transform a niche solution into a new industry.

Educational Purpose

This case study is ideal for learners across:Business ManagementAgri-Business ManagementEntrepreneurship & Innovation ProgramsIt is especially useful for modules on:Creating New IndustriesStrategic Thinking & PlanningBlue Ocean Strategy in ActionSocial Innovation and Sustainable Business Models

Learning Outcomes

Participants will learn how to:Conduct holistic market assessments using pros & cons and SWOT analysis.Use strategy canvases to challenge existing value curves.Apply value innovation to solve farmer-centric challenges.Identify non-customers and build inclusive market strategies.Understand the entrepreneurial mindset behind large-scale systemic transformation.

Thermal performance evaluation of a four pan jaggery processing furnace for improvement in energy utilization

Jaggery processing is a small scale industry in many states of India. Jaggery is being used as a sweetener since ancient days. Sugarcane-based jaggery production is one of the oldest processing industries. Sugarcane cultivation is carried out in around 4 million hectares of land in India and its production has been between 230 and 300 million tones in past several years .

Jaggery (locally termed as Gur in India) and raw sugar (Khandsari in India) production from sugarcane juice are among the major agro processing industries. Present scenario of sugarcane-based industry indicates that about 70% of cane is utilized for sugar making, 20% for jaggery and khandsari and remaining is for sowing, feed and juice extraction for direct consumption.

Technically jaggery is a condensed form of a sugarcane juice, generally present in the solid state at ambient temperature. Jaggery is a traditional unrefined non-centrifugal sugar consumed in Asia, Africa, Latin America, and the Caribbean.

It is a concentrated product of cane juice, and can vary from golden brown to dark brown in color. It contains 65–85% sucrose, 10–15% reducing sugars, 3–10% moisture and the remaining (in traces) made up of other insoluble matter such as fat, proteins, minerals, iron and phosphorus. Hence, jaggery possesses nutritive properties of high order and is often called as medicinal sugar.

Jaggery production mainly involves juice extraction, evaporation of water from the juice, stirring of condensed juice, granular formation and molding to solid state. A jaggery processing plant mainly requires mechanical and thermal energy for processing. Mechanical energy is mainly used for cane crushing, for which bullock driven crushers were used in olden days. Since last fifty years, electric motor and direct drive diesel engine are used as the mechanical drive for crusher.

Jaggery making process

  • Jaggery plants are generally constructed by local artisans. It mainly consists of an underground furnace, like an open pan cooking stove, (bigger version of a biomass based cooking stove) with a pan mounted on to it for evaporating the juice.
  • The process flow diagram for jaggery plant is presented in There are two types of jaggery furnace, single pan furnace and multiple pan (three to four pans) furnace. In a single pan furnace all jaggery making processes like sensible heating.

Performance evaluation procedure for jaggery plant

  • For performance evaluation of a jaggery furnace it is essential to establish mass and energy balance. The mass balance study in jaggery processing starts with the measurement of the crusher performance. A known quantity of cane (measured with weighing balance) is crushed separately.
  • The amount of juice extracted and bagasse collected are measured. The moisture in the bagasse at the outlet of crusher is measured in a lab. The bagasse generated in crushing is spread in open for sun drying.

Performance evaluation of a sample jaggery plant

  • The thermal performance study is conducted for a four pan jaggery plant, layout presented in The plant mainly consists of an unloading station, a cane crusher, a four pan furnace, a bagasse drying area and a jaggery storage area.
  • The sugarcane is unloaded at the cane unloading station and crushed in the crusher driven by a diesel engine (DG) set using belt drive. The juice is transferred to the furnace by gravity through a 4 inch PVC (Poly Venial Chloride) pipe. The bagasse generated.

Proposed modifications in operation

  • The amount of natural draft determines the quantity of air available for combustion. The measurement of oxygen in the flue gas indicates the excess air factor and combustion condition. The fuel feeding rate to the furnace is altered and made uniform.
  • During this uniform firing oxygen percentage is monitored for every four minutes and fuel feeding rate is adjusted to keep the oxygen percentage in the range of 5–6% v/v (representing excess air requirement of 30–50% for solid fuel firing.