# Mumbai Entrepreneur Transforms Strawberry Farming with Soilless Technology Ketan Sodha scales innovative hydroponic strawberry production to reach ₹44 lakh in annual sales. - **Source:** [mint - companies](https://www.livemint.com/rss/companies) - **Published:** 2026-11-10 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/866c1512-ae2d-48cc-a0eb-212d8f6fab0b ## Transition from Land Brokerage Ketan Sodha, a 57-year-old Mumbai entrepreneur, pivoted to agriculture after the 2016 demonetization impacted his land-related business. With no prior farming background, he leveraged his experience connecting landowners in Maharashtra to explore Mahabaleshwar. This shift marked the beginning of his journey into the specialized strawberry cultivation sector, eventually leading to Berry Fresh Agrotech. ## Early Struggles and Persistence Sodha’s initial attempt at strawberry farming in 2016 failed, but he persisted by increasing his plant count to 10,000 in 2017. By 2019, he expanded his operations to nine acres through strategic partnerships. These early years were defined by trial and error, helping him understand the vulnerabilities of traditional open-field farming methods. ## Adopting Global Agricultural Technology To overcome seasonal limitations, Sodha traveled to countries including Italy, Spain, and Israel to study advanced agricultural practices. He realized that foreign technologies required adaptation for Indian conditions. Consequently, he incorporated Berry Fresh Agrotech in 2022, focusing on a soilless system that utilizes cocopeat as a growing medium instead of soil. ## Advanced Controlled Environment Facility The current facility features a 1,500-square-metre polyhouse housing 19,500 plants. It utilizes a retractable roof and misting system to manage climate, while an automated fertigation system delivers 75 ml of nutrients per plant daily. Rainwater is harvested and treated with ozone, ensuring high-quality water input for the soilless cultivation system throughout the year. ## Revenue and Market Performance Berry Fresh Agrotech has generated approximately ₹44 lakh in sales by harvesting 8,000 kg of strawberries. The business model balances 60% direct-to-consumer sales with 40% business-to-business transactions. Products are sold at prices between ₹400 and ₹600 per kg, reaching customers across major cities like Delhi, Ahmedabad, and Mumbai through word-of-mouth recommendations. ## Global Variety Testing Trials The venture is currently conducting trials on 19 strawberry varieties sourced from countries such as Japan, Uruguay, and the Netherlands. Sodha aims to identify strains that offer superior yield, taste, and disease resistance in Indian climates. He is also exploring the potential to secure exclusive rights for these foreign genetics to benefit local farmers. ## Scaling Through Future Investment Sodha is currently in investor discussions to develop a five-acre facility with a capacity for 200,000 plants. This expansion aims to replicate his successful model in other suitable regions across India. The primary objective remains extending the growing season beyond traditional winter months to maintain consistent market supply and higher profitability margins. ## Impact of Modernized Agriculture By moving away from traditional soil-based farming, Sodha mitigates risks associated with soil-borne diseases and unseasonal rainfall. His success demonstrates how technology-driven, controlled-environment agriculture can stabilize production cycles in India. This model provides a scalable blueprint for farmers looking to increase yield and quality while navigating the challenges of volatile weather patterns. ## Sources covering this story - https://www.livemint.com/companies/news/who-is-ketan-sodha-from-failed-first-crop-to-rs-44-lakh-in-sales-mumbai-mans-strawberry-farming-journey-11794316272276.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._