Mumbai: MeraKisan Private Limited, a part of the Mahindra Group, and a prominent player in the organic agri business market, with a focus on avant-garde organic food supply chains, today (March 11) announced its partnership with India batsman Ajinkya Rahane.

Rahane, who hails from a farming background and is an ardent supporter of farmers, has joined forces with MeraKisan to usher in a new era of safe, traceable and healthy organic food for the increasingly health conscious Indian consumer, the company said in a media release.

Also read: India-South Africa 1st ODI preview

As part of this partnership, Rahane has invested and will own equity in MeraKisan and would also be its brand ambassador. His goal is to contribute toward delivering sustainable prosperity to Indian farmers through the adoption of new-age organic farming techniques which align perfectly with the DNA of MeraKisan.

Speaking of his association with MeraKisan, Rahane said, “It is a matter of great pride for me to be associated with a new age, sustainable organic agri business like MeraKisan. I strongly believe that organic food contributes to overall wellness, and this partnership is significant as we share a common goal. Further, I am excited to be part of a journey which delivers sustainable prosperity for our farmers through organic farming methods”.

Prashanth Patil, founder-CEO of MeraKisan Pvt Ltd, said, “At MeraKisan our vision is to enable healthy living to create a better world. It is an honour to collaborate with Ajinkya who shares our values and passion for this important cause. At the very core of our business we work with farmers to ensure the adoption of sustainable agri practices, as well as cultivating high quality agri produce for consumers. Together with Ajinkya we hope to promote vibrant and healthy living, and build an organic-food culture for the future.”

Speaking on the association, Ashok Sharma, MD and CEO - Mahindra Agri Solutions Ltd, said, “At Mahindra we are committed to driving positive change and impacting the lives of Indian farmers. Our investment in MeraKisan, reflects our commitment to enable the growth of organic farming which is one of the keys to a healthy life. We are delighted to welcome Ajinkya to the Mahindra family, he is a role model for the new generation and a passionate supporter of the Indian farming community”.