Case Study: From Side Hustle to Sustainable Success - The Journey of Sajilo Organics

 

Introduction:

In the bustling streets of Kathmandu, where digital trends and fast-paced city life often take center stage, a quiet revolution was brewing one rooted in the soil. Aayush Shrestha, a 29-year-old tech graduate and former software engineer, made an unexpected career switch in 2020. Leaving behind a promising job at a multinational IT firm, he chose to pursue his long-held passion: promoting organic farming and healthy living in Nepal.

The Spark of Passion:

Aayush’s passion for nature wasn’t a new discovery. Growing up in a village in Kavre, he’d spent his childhood helping his grandparents in the fields. Although his academic journey took him into the world of technology, his heart remained with the earth. Over time, he realized that many health issues in urban Nepal were linked to chemical-laden food. He felt a calling not just to grow organic food, but to bring it directly to people’s doorsteps in a reliable, tech-enabled way.

The Birth of Sajilo Organics:

With just NPR 80,000 in savings, Aayush rented a small plot of land in the outskirts of Bhaktapur and started growing seasonal vegetables. He named his venture Sajilo Organics “Sajilo” meaning “easy” in Nepali because he wanted to make healthy living simple and accessible for busy city families. He also started building a basic website and mobile app for direct ordering, tapping into his tech background.

Challenges and Setbacks:

The journey was far from easy. In the first year, Aayush encountered multiple hurdles:

• Low awareness: Most people didn’t understand the value of organic produce.

• Logistics chaos: Managing deliveries with no team, often using his old scooter.

• Financial strain: Sales were slow, and the business wasn't profitable.

• Skepticism from family and peers: Many thought leaving a tech job for farming was foolish.

• Climate unpredictability: Crops were sometimes ruined by unexpected rain or pests.

At several points, Aayush questioned his decision. But deep down, his passion kept him anchored. He believed in his mission and reminded himself daily: “If I don’t try to change the food system, who will?”

Turning the Tide:

In early 2022, things began to shift. Here’s what Aayush did differently:

• Leveraged storytelling: He started sharing behind-the-scenes videos of his farming process on Instagram and TikTok his audience loved the transparency.

• Built a farmer network: He trained and partnered with 10+ small farmers who shared his organic vision.

• Improved tech: He revamped the app, making it easier for customers to subscribe to weekly baskets.

• Focused on customer education: Through blogs and videos, he taught people about the health benefits of organic food, slowly building a loyal customer base.

Breakthrough Moment:

In late 2022, a viral video about his journey caught the attention of a local news outlet. Soon after, Sajilo Organics was featured in a national newspaper and approached by a local investor who believed in “green entrepreneurship.” With an investment of NPR 10 lakhs, Aayush was able to hire a small team, upgrade packaging, and streamline logistics.

Results by 2024:

• Served over 2,000 households weekly in Kathmandu, Lalitpur, and Bhaktapur.

• Formed a network of 30+ local farmers practicing organic agriculture.

• Developed a subscription model with 3 different plans based on household size.

• Won the “Young Green Entrepreneur Award” at a national business conference.

• Generated consistent revenue, reaching break-even and turning profitable.

Impact Beyond Business:

Aayush’s journey wasn’t just about selling vegetables it became a movement. He conducted free weekend workshops for aspiring organic farmers, mentored young agri-preneurs, and even collaborated with schools to start small urban gardens.

Lessons Learned:

Aayush believes that without passion, he would’ve quit within the first year. His passion:

• Gave him vision beyond profit

• Kept him resilient when the odds were against him

• Attracted people who believed in his mission

• Pushed him to innovate, combining tech with agriculture

• Created long-term value in a sector many ignore

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Conclusion: Passion Is Power

The story of Sajilo Organics proves that when passion meets purpose and persistence, even the most unlikely ventures can succeed. Aayush didn’t start with a big budget or business degree but his passion gave him the courage to take risks, learn fast, and stay committed to a mission that mattered to him.

For aspiring entrepreneurs, the lesson is clear: skills can be built, funding can be raised but passion must come from within. It’s the fire that lights the way, especially when the road ahead is dark.