A case study on Shashy Prabartana

Submitted by:

1. Mohammad Izaz Arefin Mridha (ID: 201903079)

2. Shamim Miah (ID: 201903018)

3. Md. Sazzad Hossain (ID: 201903057)

4. S.M. Ashik (ID: 201903013)

Shashy Prabartanya, selling the products of Nayakrishi Andolon

Shashya Prabartana is the sales outlet of UBINIG (Policy Research for Development Alternative), a
pioneer in the organic food movement under the banner "Naya Krishi Andolon" launched in 1988.

Nayakrishi Andolon, literally means New Agricultural Movement led by farming communities, is an
innovative practice of biodiversity-based ecological agriculture. The immediate goal is to resist the
economic and technological processes that is turning the earth into barren fields and industrial deserts.
At the community level the goal is to innovate strategies of survival by attaining seed and food
sovereignty co-creating with nature life-affirming environment, ecology and the rich genetic base of
Bangladesh. Understanding farming as engaging sensuously with nature and submission of our faculties
to the joyful metabolic process between human beings and external world is known in Nayakrishi as
'Shohoj' ways to 'Ananda'. Nayakrishi dissolves the barrier between abstract knowledge and actual living
and highlights the joy of life.

Instant benefit Nayakrishi provides is safe, healthy and nutritious organic food for all. By developing
local community strategies to encounter climate change disaster Nayakrishi resist The farmers also
demonstrate by practice the validity and authenticity of experiential wisdom and ways to bridge the gap
between formal and informal knowledge.

Products Sold by Shashya Prabartana

Launched in 2002 on Sir Syed Road in Mohammadpur, Shashya Prabartana now sells more than a
hundred food items, such as local varieties of rice, flour, wheat, lentils, edible oil, beans, peas, dairy
products, pickles, honey, nuts, sugar, molasses, spices, meat, poultry and fish.

Target Consumers of Shashya Prabartana Products

Currently the urban consumers of Shashya Prabartana products mostly belong to the affluent part of the
society with access to technology for available knowledge about sources of organic produces, who
prioritise the organoleptic characteristics, health and environmental concern.
Price of the Products
According to some consumers, prices of organic food are too high and not everyone can afford them.
The reason behind the high price is that the food products are collected from different types of farmers
across the country by sending employees which eventually add up the operational costs of the
production.

According to Farida Akhter, executive director of UBINIG, the prices are generally determined after
adjusting the cost of production and it is inappropriate to say that the prices of organic products are too
high compared to other products.

"To promote a health-related food culture and to encourage biodiversity, UBINIG is conducting this
agricultural movement. If everyone produces their own food, poison-free vegetables and other food
products would be available," she said.

Farmers use organic fertilizers to produce crops but that is not always available. Therefore, production
cost goes up and that is another reason behind the price hike.

According to Shahidul Rashid Bhuiya, Professor, Genetics and Plant Breeding, Sher-e-Bangla Krishi
University, a fraction of urban people are choosing organically grown food because they find it “safe”
meaning free of harmful chemicals and bursting with more nutrition and sustainable sustenance. But
this safety comes with a higher price tag that can make many families reconsider, in fact often twice as
high as conventionally produced food.

Promoting Nayakrishi Andolon among Farmers

In the early days of Nayakrishi, i.e. in the nineteen-nineties, questions were raised that though
biodiversity-based ecological agriculture, strategically based on healthy local seeds and absolutely no
pesticide principle, is a good idea, but can it feed people? The movement started with small and
marginal farmers to ensure their subsistence needs first. They demonstrated quickly that creative and
efficient use of their limited land with diverse crop design meet their subsistence need, pull them out of
poverty, improve their health and nutrition status and in good season provide a reasonable amount of
cash from selling the produce. Their capacity to participate in the market has also strikingly increased;
they could capitalize their knowledge and labor and did not depend on the market for agricultural
inputs; their participation in the market has been mainly to sell their surplus produce. Farmers'
experiences showed that the success in bio-diverse ecological agriculture depends on reinforcing the
confidence in farming communities that they are very much competent to design resources and
knowledge available to them within a holistic understanding of their environment and agro-ecological
conditions.

After the initial success of the small and vulnerable farming families, farmers owning relatively more
lands, e.g., owning 1 to 2 acres, started joining the Nayakrishi movement. Soon whole village and
sometimes a union declared themselves as Nayakrishi village or Nayakrishi union and stopped using
pesticides, chemicals and extraction of ground water for dry season irrigation. Interest in harvesting rain
water as a source of surface water irrigation increased. Detoxification of land and farming practices soon
started to provide benefits; uncultivated food sources increased rapidly. A UBINIG study showed that in
a bio-diverse detoxicated village people can collect and consume leafy vegetables and small fishes
ensuring more protein, micronutrients and trace elements for the poorest of poor, who survive on
uncultivated food sources. The quantity of uncultivated food consumed in families reaches often as
much as 40% in the proportion of the total quantity of the daily food. The poorest households, who had
literally nothing, could now raise poultry since birds no more die eating poisons from the toxic fields.
They also are encouraged to raise livestock, with increased fodder availability, partnering with rich
farmers known as 'Adhi system'. Fuel woods are more available providing renewable energy and lush
greens in Nayakrishi villages and unions contributing to the global struggle against climate change. By
the very practice of biodiverse farming that benefits them directly, also benefits the global community
by enhancing carbon sequestration and greener villages and unions for carbon sink.

Transtion from very poor to well to do farmer is a common case in Nayakrishi.There are increasing
demand for 'safe food', particularly for varieties of crops that are more tasty and nutritious, from
consumers. Nayakrishi plays substantive educational role in healthy lifestyles and farmers are getting
oriented to the new awareness among consumers due to the movement for organic food and designing
their production accordingly.

In the case of conventional farming, most of the poor and marginal farmers, owning land less than 2
acres could hardly afford the cash cost of external inputs to carry on the conventional chemical and
pesticide-based farming. Before joining Nayakrishi, they were indebted and were gradually losing their
land. So Nayakrishi farming was welcomed by these farmers who wanted to remain in farming and not
change occupation. In rural Bangladesh, farmers increasingly have been turning into industrial and wage
workers and migrating to urban cities within and outside Bangladesh for work. In the early nineties of
the last century, with the withdrawal of subsidy on fertilizers as a result of World Bank prescription,
small-scale farmers faced tremendous economic pressure to meet the increasing cost of farming and
reduction of productivity in the modern agriculture.

However, apart from concrete gains, another aspect of the movement was striking. Women became the
natural leaders of Nayakrishi. Women's intense enthusiasm for biodiverse ecological farming in contrast
to male farmers has very concrete meaning. First of all, strengthening farmer's seed system has a direct
impact in women's empowerment in the agrarian production relation since seed collection,
conservation, preservation and regeneration have always been considered the realm of the feminine.
Biodiverse farming implies recognition and reinforcing women's role as the steward of genetic and
biological diversity. She reclaims her role in the household as the key operator in articulating in situ and
ex-situ conservation, without which farming is impossible. Commercial seed market robs her role and
reduces her status into a ‘dependent’ housewife and redundant in agriculture. In the presence of
farmers’ seed system, she is more of an agent of agrarian production and economy, and not merely a
biological being or reproductive machine. This is extremely important for rural women and traditional
development agencies, despite their interest in women, have always ignored this crucial aspect of
women's empowerment: the need to reclaim and retain the command of women in seed system and by
which establish her command over the agrarian production system in general. Realization of the women
that command on seed system is indeed women's empowerment in a very concrete sense that they can
experience in their households and the community.

The visible gains are also seen in household poultry, livestock and aquatic resources. By integrating
various species and varieties, farming households can be easily turned her into both as an ecological unit
as well as a production unit that directly contribute to the household needs. Women in these
households earn cash income by selling milk, eggs, birds, cows and goats. Women discuss among
themselves the nutritional and medicinal values of the vegetables and species they grow. Women of
reproductive age, lactating mothers, young adolescent girls have different nutritional needs.
Accordingly, in the limited space of the homestead, they grow sweet gourd, okra, spinach, brinjal, gourd,
pumpkin, chilli etc. while they grow red amaranth, potato, bean in the mixed cropping field.

A typical training centre of UBINIG (policy Reserach for Development Alternative for Nayakrishi farmers
where farmers learn biodiversity-based farming. In recent years the emphasis is on the production of
good qualty seeds of different species and varieties and strengthening the farmer's seed system against
the assault of commercial seeds.

Yet, these are only one side of the women's empowerment. The other side was not visible instantly.
That was the reproductive health of women and the general health conditions of the members of the
family. As a care provider, she is always concerned about her children. Women are the worst sufferers
of the pesticide and toxic use in farmland, causing and/or precipitating various reproductive
dysfunctions and gynaecological complications. She suffers in silence since her complaints have often
taken as her ignorance about the 'modern' science of farming. The absolute prohibition of the use of
pesticide and chemicals has visible benefits to the health condition of women and her family members.

So, healthy local seeds that do not require any external pesticide or chemicals but requires a creative
reorganization of the farming household to gain tangible and invisible economic gains and ensuring
future harvests because of the reconstruction of the ecological foundation agriculture became the single
most strategic principle of Nayakrishi. 'Sisters, Keep seeds in your hand', became the rallying call of
Nayakrishi. Seed preservation became the core of Nayakrishi activities and all our activities slowly got
re-arranged around the setting up of the Seed Wealth Centre and organising with the Nayakrishi Seed
Network for conservation and regeneration, distribution and cultivation. Now Nayakrishi seed network
has developed into a leading active community seed 'bank' with more than 3000 accessions of
germplasm of rice, vegetables, lentils, oil seeds etc. in three different agro-ecological zones of
Bangladesh.

Promotion and Distribution of Shashya Prabaratana Products among

Consumers
Shashya Prabartana is the sales outlet of Ubinig (Policy Research for Development Alternative), which is
among a few pioneer organisations working for popularising ecological agriculture and organic food in
Bangladesh.

Their movement, known as the Naya Krishi Andolon (new agricultural movement), started in 1988 on a
small scale. Products were available only in rural markets in the early stage. In 2002, it was first made
available in Dhaka in its Mohammadpur outlet.

Today Ubinig has 10 production centres across the country including three main production centres in
Pabna, Tangail and Cox's Bazar and smaller centres in Kurigram, Sherpur, Chapainawabganj, Natore,
Sirajganj, Kushtia and Noakhali. Around one lakh farmers are involved with Naya Krishi Andolon, half of
them are women.

It is also a place for consumer education on safe food, nutrition and health campaigns. It is operating in
Dhaka, Muhammadpur,Sir Syed road,currently.
“In the beginning only customers we had were our friends. It took a long time to make the public aware
about the benefit of ecological agriculture and organic food. We now have many regulars who prefer
safe food," said Shahid H Shamim, director of Prabartana.

Shashyaprabartana, in various regions of Bangladesh, works closely with farmers, creating awareness for
organic farming.

The unique marketing programmes undertaken by Prabartana include a "Bhaat Mela" exhibiting 1,027
types of rice and "Daal Mela" displaying over 200 types of pulses.

Prabartana customers are regular, people buy from this place on a routine basis attracted by the
indigenous varieties of staples available.

Competitors of Shashya Prabartana

Shashya Prabartana, Proshika and Meena Bazaar are currently offering such products. Having started at
different times and with varying goals in mind, these outlets have starkly contrasting business
approaches.

Organic foods are produced without the use of chemical fertilizers and pesticides, genetic engineering,
growth hormones, irradiation and antibiotics. A variety of agricultural produce, including grains, meat,
dairy and eggs can be produced organically.

The movement, that gained a huge momentum worldwide in the 1990s, preserves both human health
and environment by encouraging farmers to use environmentally non-intrusive methods.

Shashya Prabartana began production in 1988 on a small scale with sales initially taking place at village
levels. The products were made available at its Mohammadpur outlet in Dhaka in 2000.

The outlet is part of an NGO, UBINIG, which runs and manages centres in Tangail, Cox's Bazaar, Pabna,
Kushtia, and Noakhali based on a methodology they call "Nayakrishi Andolon".

The Andolon essentially emphasizes ecological agriculture, food production without the use of chemicals
and pesticides, its director Shahid H. Shamim said.

Proshika has been focusing specifically on organic food production since last three years. Through the
Proshika centres, contract farmers in ten upazilas have been trained to grow a variety of vegetable
products using natural means.

According to Nirmal Chandra Bepari, coordinator of organic vegetable production at Proshika, a critical
aspect of organic farming is its marketing which is beyond the scope of the farmers. This is where
Proshika's distribution channels have proved to be useful.

The latest venture in this field is Meena Bazaar, which started commercial sale of organic products in
November 2002 as a unique selling proposition for its superstore shoppers.

The entrepreneurs of Meena Bazaar, having acres of farmland in northern Panchagarh district, now
produce rice, mustard oil, milk, tea, honey and a wide variety of fruits, vegetables and herbs with
medicinal value.
Challenges of Shashya Prabartana and Nayakrishi Andolon
Organic food is a heavily regulated industry where the crops must be grown in an environmentally
friendly way, using naturally maintained soil with no use of chemical fertilisers and pesticides. Organic
livestock must have access to the outdoors and be given organic feed, and no antibiotics or growth
hormones. Choosing organic food products can lead to increased intake of nutritionally desirable
antioxidants and can reduce exposure to toxic heavy metals.

“Since our independence, even though significant progress has been noticed in nutritional and hunger
indicators and in terms of food sufficiency, food stability remains a continuous challenge, especially
amongst the poorest segments of the society,” says Shykh Seraj, an eminent media personality and
agriculture development activist. “The challenges are further intensified by climate change leaving both
direct and indirect effects on agricultural production.”

While opting for organic food, is surely a healthier choice to make, for Bangladesh, it is never easy, given
the amount of arable land we are left with to feed the ever growing population we have, believes
Shahidul Rashid Bhuiya, Professor, Genetics and Plant Breeding, Sher-e-Bangla Krishi University.

Talking about having the sustainability of organic food in near future while implementing high level
policy initiatives including vision 2021, he says, “In spite of the recent worldwide dynamic organic
market development, the ratio of organic products in the total consumption in Bangladesh remains less
than one percent. Since our independence, food security issues have been one of the highest priorities
on the government's agenda. With the number of demographic and ecological challenges, we need to
diversify our agriculture to tackle the continuing food security threats in the coming years. There is no
doubt about the nutritious and ecological value of organic food, but excluding GMO in the process and
depending solely on organic for mass production is also not the solution,” he concludes.

Nayakrishi farmers’ products, particularly vegetables, are self-certified by farmers. The quality assurance
is the biggest hurdle in this business. Currently there is no regulatory authority for the quality assurance
of the organic food products. Also transportation remains a challenge for keeping the freshness of the
vegetables.

Conclusion
Though Nayakrishi Andolon initially started with a great philanthropic vision to provide the mass people
with safe and healthy organic foods, produced through bio-diversity based ecological agriculture, it is
clear that initiatives slightly moved out of its original goal. Until today, we do not see the massive
productions of organic food products all over the country. The movement also failed to establish the
scientific evidence of genuineness of their products- i.e., whether the products are 100% organic; and
whether the mass production of organic foods is possible meeting the food sufficiency of the entire
country and also maintaining the biodiversity and the balance in the ecological system. Instead of
achieving their original goal of feeding the mass people with organic food, they are now concentrating
on commercializing their products on a very niche market on urban area only. This may be due to the
challenges they faced along the way over the years. Feeding the entire country with organic farming
only may not be a viable option.

While producing and marketing organic products to a niche segment is not a bad idea, they can extend
their business by taking several measures. Firstly, they need to make scientific research on whether their
model of bio-diversity based ecological agriculture is better for the humanity and the world. Second,
there should be more regulations regarding quality assurance. Finally, there should be massive
marketing and awareness campaigns amongst the farmers and the consumers about the benefits of
organic farming and products through all mass media channels. And there must be academic training for
the farmers, which ensure their competencies and knowledge about the process.

This way the price of the organic products might rise more than it is right now. But the target market for
the products are only affluent and health conscious people, so the price rise might not be a problem.
Rather this might increase their market coverage. Also there would be opportunities of exporting
abroad. This will enrich both the economy and life of the farmers.

Web References:
http://ubinig.org/index.php/nayakrishidetails/showAerticle/2/8/english

https://tbsnews.net/economy/agriculture/organic-farming-emerging-market-safe-food-enthusiasts

http://www.theindependentbd.com/home/printnews/180970

https://www.thedailystar.net/living-and-lifestyle/going-organic-challenges-and-possibilities-1366048

http://ubinig.org/index.php/home/showAerticle/97/english/Nayakrishi-Andolon/The-Joy-of-
Biodiversity:-Visible-and-Invisible-Economy-of-Nayakrishi

https://www.thedailystar.net/news-detail-25655

https://shashyaprabartana.com/about-us/

http://archive.thedailystar.net/2003/07/18/d30718050349.htm