Tropical Agrosystem (India) has launched #SawalKalKaHai, a national campaign aimed at creating awareness about sustainable agriculture and responsible consumption. The initiative highlights the role of farming practices in shaping healthier food systems and long-term food security.
The two-minute campaign film opens with the everyday question “Khaane mein kya hai?” and follows a mother who begins replacing unhealthy food with nutritious options for her child. It then cuts to a farm, tracing how Tropical Agro’s agri-inputs from seed treatment to post-harvest solutions enable farmers to grow food that’s better for people and the planet. The film positions sustainability as a shared responsibility that begins in the soil and ends on the plate.
The company, founded in 1969 and part of the Jhaver Group, is one of India’s top agri-input brands with a turnover of ~USD 200 million. Its portfolio spans chemical, biological, and organic solutions, with bio and organic products now making up 20% of its offerings. Tropical Agro operates across the entire farm-to-consumer chain and has a footprint that includes 7 manufacturing units, 3 R&D hubs, and a network of over 20,000 distributors and retailers.
The campaign builds on previous brand-led storytelling efforts, including the documentaries Jai Jawan Jaivik Kisan and Jiyo aur Jeene Do, and continues the company’s focus on farmer education, sustainable inputs, and climate-resilient practices.
“At Tropical Agro, we believe sustainability is not just a buzzword—it’s a responsibility. #SawalKalKaHai campaign is our call to action—for both farmers and urban consumers—to make conscious choices that ensure a better future. We are committed to promoting practices that protect our planet, our food systems, and the livelihoods of farmers across India. This is more than a campaign—it’s the beginning of a long-term movement that will inspire generations to come.” said V.K. Jhaver, Founder, Tropical Agrosystem (India) Pvt. Ltd.
“Sustainability is at the heart of everything we do. With #SawalKalKaHai, we aim to bridge the gap between the rural farms and what reaches the plates of urban consumers. By sparking awareness and emotional engagement, we’re nurturing a movement towards a healthier, more resilient food ecosystem.” said Chandrika Rodrigues, General Manager – Branding & Communication, Tropical Agro.
