GlobalSpa
02-May-2025
A young Mumbai-based entrepreneur is changing the narrative around farmer incomes, consumer health, and climate impact—with Trumerik
Today, even though agriculture remains India's largest sector, our farmers continue to struggle with low incomes. Stories of farmer suicides due to poverty remain all too common, and the average farmer’s earnings have seen minimal improvement. These harsh realities didn’t sit well with Atharv Srivastav, a young economics student in Mumbai whose grandparents came from agrarian roots. Though they eventually moved into government service, many families in their ancestral village remained stuck in generational poverty.
Atharv noticed another troubling pattern—how processed food had become a major contributor to lifestyle diseases. This concern hit home when his grandfather was diagnosed with cancer. On top of it all, he came across research stating that nearly 50% of global carbon emissions stem from our current food systems.
These insights drove Atharv to ask three fundamental questions:
The bigger challenge: could one solution answer all three?
Determined to address these critical human challenges, Atharv founded a social enterprise with its first flagship product: Trumerik. Blending his knowledge of chemistry and business, he began by developing a proof of concept on his own farmland. He conducted extensive research on climate conditions, crop economics, and farmer behaviour. After detailed simulations and field visits, he zeroed in on turmeric—a root crop that is resilient, high in demand post-Covid, and can be harvested flexibly over time to protect farmer income.
Crucially, Atharv chose a turmeric variety with the highest natural curcumin content, working closely with the local agricultural department to source the right seeds. He then created engaging, vernacular audio-visual training content and held workshops to encourage farmers to try the crop on small plots of land—an uphill task, given most preferred food or fodder crops.
From Field to Formula: Crafting a Unique Identity
To distinguish this high-quality turmeric in a saturated market, Atharv coined the brand name Trumerik—a blend of "true" and "turmeric"—and got it officially registered. But what sets Trumerik apart isn’t just its name; it’s how it’s processed.
What Makes Trumerik Different?
Unlike most industrially processed organic turmeric—which often compromises on curcumin content—Trumerik uses a proprietary Nutri Secure™ Process. Think of it as handwoven fabric versus factory-made. The turmeric is hand-sorted by farmers, cleaned with warm water, naturally solar-dried, and cold-ground to retain its oil and curcumin richness.
From Farm to Kitchen—Without the Middlemen
Atharv also understood that traditional supply chains reduce farmer profits while inflating consumer prices. So Trumerik follows a direct-to-consumer model to ensure better margins for farmers and greater value for customers.
To build an early community of health-conscious consumers, Trumerik began selling via Instagram (@mytrumerik), where users can place orders directly through DMs. The product is also available on Amazon.
