The PRAGATI Micro-Accelerator Program—an ambitious initiative by iHub-AWaDH at IIT Ropar in collaboration with Puri Oil Mills Ltd.—champions early-stage startups that are revolutionizing agriculture through innovation and sustainability. Confronting urgent sectoral challenges such as climate change and inefficient resource use, PRAGATI equips startups with expert mentorship, targeted funding, strategic networking opportunities, and access to world-class R&D infrastructure.
To accelerate product development and market deployment, the program disburses grants of up to ₹5 Lakhs, with follow-on funding extending to ₹25 Lakhs. Structured in four distinct phases, PRAGATI meticulously shortlists 25 high-potential startups. From these, 10 advance into a rigorous six-week accelerator, culminating in a Demo Day where finalists pitch to a curated panel of investors.
Throughout this journey, participating startups gain critical support in refining solutions across key domains—climate-resilient agriculture, AI-driven technologies, IoT applications, and sustainable resource management. PRAGATI not only fosters innovation but also propels India’s larger vision of technological self-reliance and agricultural transformation.
At the PRAGATI Founders Forum 2025, hosted by iHub-AWaDH at IIT Ropar, The Interview World sat down with Tejasvini Puri, Director at Puri Oil Mills Ltd., for an exclusive conversation. She offered valuable insights into her foundation’s pivotal role in cultivating the agricultural startup ecosystem. She explored the sector’s evolution, emphasized the critical contribution of private enterprises in scaling innovation, and spotlighted how deep tech is driving tangible gains in productivity and profitability for farmers.
Moreover, Tejasvini highlighted what differentiates their flagship mustard oil brand in an increasingly crowded marketplace. Her perspectives painted a compelling picture of how collaborative efforts between academia and industry are reshaping the future of Indian agriculture.
Here are the key takeaways from that impactful interview.
Q: How is your foundation actively fostering the growth of the startup ecosystem in the agricultural sector, and what specific initiatives or support mechanisms have you implemented to empower agri-entrepreneurs?
A: We have proudly built a legacy of over 90 years as manufacturers of mustard oil. However, we are equally committed to exploring new frontiers through our Corporate Social Responsibility (CSR) initiatives. In line with this commitment, we partnered with iHub-AWaDH at IIT Ropar to launch the PRAGATI Micro-Accelerator Program—a dynamic platform designed to cultivate an innovation-driven startup ecosystem in the agricultural sector.
Through this program, we support early-stage startups with critical enablers such as expert mentorship, financial assistance, and access to a collaborative network. Our goal is to empower emerging ventures that are developing impactful agricultural solutions.
The response has been overwhelming. We received more than 200 applications from startups across the country, each bringing unique perspectives and promising innovations. Importantly, the program also benefits from the deep technical expertise and thought leadership that IIT Ropar and its network of experts bring to the table.
By creating this ecosystem, we are not only fostering innovation but also forging meaningful engagement with the next generation of agri-entrepreneurs.
Q: How do you see the startup ecosystem in the agricultural sector evolving in India?
A: Recently, we’ve witnessed a renewed shift in investor focus toward traditional sectors—agriculture being a prime example. This resurgence of interest has sparked significant momentum in the agritech space, with a wave of startups developing cutting-edge solutions.
Driven by the urgent realities of climate change, many of these ventures are innovating to make agriculture more sustainable, efficient, and resilient. From soil health to water conservation, they’re reimagining how agricultural practices can align with environmental imperatives.
As a result, agriculture is rapidly emerging as one of the most promising sectors for investment. The ecosystem is evolving with clarity and purpose—attracting capital, encouraging innovation, and reinforcing its vital role in both economic development and climate action.
Q: What role do you envision for the private sector in strengthening and scaling the agricultural startup ecosystem?
A: Collaboration across public and private sectors is absolutely essential. The private sector, in particular, plays a critical role by offering platforms, deep domain expertise, and invaluable on-ground experience—especially when actively engaged in the field. This involvement becomes a powerful asset for the startup ecosystem.
Moreover, private entities can serve as real-world testbeds for emerging solutions. By supporting pilot programs, they provide startups with the opportunity to validate their innovations in practical settings. Just as importantly, they offer feedback grounded in experience—insights that help refine and strengthen these solutions for long-term viability and scalability.
Such collaboration doesn’t just accelerate innovation; it ensures that the outcomes are both impactful and sustainable.
Q: How do you view the role of deep tech innovations in enhancing agricultural productivity and profitability for farmers?
A: Technology plays a pivotal role across all sectors—and agriculture, as the backbone of the Indian economy, is no exception. Globally, we’ve witnessed rapid technological advancements, many of which are now making their way into India’s agricultural landscape. These innovations are transforming the way we approach age-old challenges.
One of the most significant applications lies in real-time monitoring. Here, deep tech—particularly geospatial technologies—steps in to deliver actionable insights. Farmers can now access real-time data on soil health, localized weather patterns, and crop conditions. This enables them to anticipate and mitigate risks more effectively, staying ahead of environmental uncertainties.
Beyond monitoring, technology also offers smart solutions for managing agricultural residue. Instead of relying on outdated practices like stubble burning, farmers can now explore sustainable alternatives that convert waste into value. Simultaneously, tech-driven interventions are streamlining supply chains, reducing post-harvest losses, and minimizing inefficiencies across the board.
Moreover, the rise of generative AI opens new frontiers in farmer engagement. By creating multilingual platforms and personalized communication tools in vernacular languages, we can bridge the information gap and empower farmers with the knowledge they need—when they need it.
In short, the convergence of cutting-edge technology and agriculture is no longer a distant promise. It’s unfolding now, and its potential to reshape the future of farming in India is both immense and imminent.
Q: What sets your mustard oil apart from other brands in the market?
A: There are several compelling reasons behind our enduring success. Puri Oil Mills carries a legacy spanning over 90 years—a legacy built on trust, quality, and an unwavering commitment to purity. For more than three generations, our customers have placed their faith in us, and that trust continues to grow stronger with time.
At the heart of our brand is an obsession with quality. We meticulously monitor every stage of production, starting with the careful selection of raw materials. Our adherence to the traditional kachchi ghani or cold-press extraction method is central to our process. This technique preserves the natural nutrients of the oil, avoiding the pitfalls of excessive refining and retaining its authentic flavor and health benefits.
But heritage alone doesn’t define us—our relentless pursuit of purity does. It’s this integrity in both process and product that has earned us the deep loyalty of our customers, generation after generation. Simply put, we don’t just produce oil; we preserve a tradition of trust.
