PAU lab traces journey of agri brands from farm to mkt

Ludhiana: Incense stick-cum-mosquito repellent made from cow dung cakes, bottled sugarcane juice, a wide array of organic face wash, organic jaggery et al— you name it and the agri-preneurs laboratory of the School of Business Studies, PAU, has it all under one roof. Showcasing the latest packaging of an international jaggery brand created by a PAU alumnus, Ramandeep Singh, professor and director of the School of Business Studies took this reporter through the diverse range of products at the lab. He said it has taken them years to collect and curate these for those aspiring to have agribusiness startups to take inspiration from.Emphasising that the lab is designed to support individuals with entrepreneurial aspirations, he said, "Our goal is to strengthen agriculture-related businesses, encouraging individuals to transform their ideas into viable enterprises. By witnessing the branding journey of various products, visitors gain inspiration and practical knowledge that can help them set up their own ventures." Talking about innovations by agripreneurs, he produced eco-friendly products such as mosquito-repellent cakes made from cow dung, which not only have a functional purpose but are also sustainable. These natural repellents are infused with fragrances, turning agricultural waste into valuable commercial products.Singh also drew attention to the work of an entrepreneur from Gurdaspur, who leveraged guidance from the lab to develop a variety of jaggery-based products. These products, including jaggery-infused rusks, millet-based health foods and other innovations have now reached international markets with premium packaging and branding, he proudly said. The lab hosts numerous workshops and interactive sessions led by branding and business experts. The hands-on learning environment allows entrepreneurs to finetune their business models and understand the dynamics of modern agribusiness.Recognising the growing importance of digital connectivity, Ramandeep Singh has also started online groups where farmers, innovators, and business enthusiasts can share their latest ideas and discoveries. These social media groups serve as networking hubs, fostering collaboration and knowledge exchange among agripreneurs. "By guiding individuals in launching their own businesses, we are not only promoting self-employment but also generating job opportunities for others," he added.
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