VJ Organic Farms pushes for organic rodent-control via Into Creative

India – VJ Organic Farms, with creative agency Into Creative, has launched an organic rat-repellent initiative to support organic farmers in Hadoli village, Latur district, Maharashtra.

The initiative, introduced in February 2026 under VJ Organic Farms’ consumer brand ‘My Organic Earth’, was developed for a network of more than 200 organic farmers in the area. The companies said the project was designed to address the impact of rodents on crop production using non-toxic and organic methods.

According to the companies, India faces significant agricultural losses from rodents each year, with rats damaging millions of tonnes of food grain annually. They said the initiative had led to a noticeable reduction in rodent activity within the first three months of implementation.

Moreover, the formulation was intended to create a strong aroma that repels rodents without the use of traps, poison, or lethal methods. The initiative also incorporates cultural and religious symbolism linked to Lord Ganesha, who is regarded in Hindu belief as the remover of obstacles.

As part of the project, the companies distributed ten-inch idols of Lord Ganesha, referred to as “Vighnaharta – The Guarding Ganesha”, to farmers in the community. The companies also stated that reduced rodent activity had contributed to increased confidence among farmers, leading more growers to join their organic farming network. 

“When the core of a brand is so meaningful and purposeful, it becomes easy to tell its story. If their organic farming community doesn’t grow, their business won’t grow—it’s that simple. That’s why we decided to address their pain point through a thoughtful cultural insight,” said Santosh Padhi, founder and chief creative officer of Into Creative.

“Our ‘Vighnaharta’ initiative represents more than just a product; it embodies our belief that organic agricultural innovation must protect three interconnected pillars: farmers, consumers, and the ecosystem. Through this initiative, we aim to contribute to reduced crop losses, promote sustainable farming practices, strengthen farmer resilience, and support long-term environmental health,” added Vasant Jante, Founder and CEO of VJ Organic Farms.