Cane grower · FPO member
Ramesh
Amauli, Kushinagar, Uttar Pradesh
The mill used to take my cane and my waiting. Now the FPO takes the gur, and the money is in the week.
The mills · the FPOs · the books
Let’s make a farmer’s life sweet gud again.
Behind every cube is a grower paid fairly, on time, for cleaner cane. This page is the ledger — not a brand story about “passion for wellness.”
Who we are
The Gud Co is a branded jaggery enterprise. We buy only from FPOs.
The Gud Co is the consumer brand of Desi Tekai Business Solutions Private Limited.
Small farmers grow India’s cane and capture the least value. They wait 60–120 days for mill payment. Thousands of crores sit as cane arrears at any given time. 86%+ of farmers are small and marginal, so they sell raw cane cheap — about ₹400 / quintal — to distant mills. The processing, the brand, and the retail margin all happen far from the village.
Village gur-making is dying for lack of a market, not for lack of skill. Karnataka and Uttar Pradesh have been hit hardest. We plug into Farmer Producer Organisations so the offtake is collective, the quality is bargained, and the pay is posted.
On the books now
150
Farmers paid faster & fairer
2
FPO MoUs signed
≤ 7 days
Pilot procurement pay
150 → 400+
18-month farmer path
FSSAI and lab testing cleared. First FPO offtake at seven-day pay. We do not put a revenue slide on a grocery page — the farmer numbers are the ones that belong here.
One farmer, measured
Ramesh · 2.5 acres · eastern UP
“The mill used to take my cane and my waiting. Now the FPO takes the gur, and the money is in the week.”
Ramesh farms 2.5 acres of sugarcane in eastern Uttar Pradesh. Like most small growers, he sold raw cane to a distant mill — about ₹400 a quintal — and waited two to four months to be paid while household bills did not wait.
Through his FPO he now sells village-made gur to The Gud Co. The posted price is 10–12% over the mill rate. Payment lands within seven days. His wife grades and packs on the SHG line, so the household is no longer a single mill cheque.
Same land, same family: about ₹1.1 lakh a year from cane alone, against about ₹1.45 lakh once the gur, the speed of pay, and the SHG wage sit on the same books. That is a 30% household lift — measured, not a slogan.
Before
Mill rate, 60–120 day wait, ~₹1.1 lakh / year
After
+10–12% over mill, paid in 7 days, ~₹1.45 lakh / year
Illustrative member of the network, based on typical cane economics. Actuals are measured per farmer as offtake grows.
Who we lift
Three faces of the same chain.
SHG packer · women’s line
Savitri Gowda
Maddur, Mandya, Karnataka
We used to send lumps out of the village and wait. Now we grade, pack, and the wage stays here.
Village gur-maker
Gopal Kolhu
Harraiya, Basti, Uttar Pradesh
The kolhu was quiet for three seasons. An order book is louder than a subsidy speech.
Theory of change
Every rupee should be traceable to a farmer outcome.
01
Inputs
Working capital, FPO tie-ups, packing kit, a team that actually goes to the shed.
02
Activities
Direct buying, local processing, farmer training, gur and packing runs on offtake.
03
Outputs
Tonnes procured, jobs on the SHG line, kolhu units with an order book, payments inside seven days.
04
Outcomes
Higher, quicker farm income. Women earning. Distress sales of raw cane reduced.
05
Impact
Value kept local. Dignity that does not depend on a mill’s arrears cycle. Families that can plan a year.
What we will not do
- We do not buy from a mandi blender and invent an FPO story.
- We do not sulphur-bleach gur to make it look like mill sugar.
- We do not sit on farmer dues while we wait for a retailer to pay us.
- We do not keep a “nolen” SKU live in August.
- We do not call a delayed mill cheque “partnership.”
The gud team
Three people, one chain.
Saumya Dutta
Operations, networking & growth
Pramila Dutta
Product development & FPO connect
Prayush Rai
Tech & marketing
Write to founder@thegudco.in. Domain: thegudco.in. The Gud Co is the consumer brand of Desi Tekai Business Solutions Private Limited (CIN U62013RJ2026PTC115972, RoC-Jaipur, incorporated 13 July 2026). Registered office: 80/69 Nyay Path, Madhyam Marg, Mansarovar, Jaipur, Rajasthan, India, 302020. Not registered under GST.