Chennai based Tropical Agrosystem, a firm engaged in crop protection and plant nutrition, has launched a nationwide initiative titled #SawalKalKaHai. The campaign seeks to address critical challenges within India’s agricultural landscape by promoting environmentally sustainable farming practices and encouraging urban consumers to make responsible food choices. Positioned as an awareness and engagement movement, the initiative aims to create a unified call to action that connects farmers, consumers and the environment under one collective responsibility, ensuring food security for future generations.
The central theme of the Tropical Agrosystem’s campaign is grounded in the assertion that sustainability begins in the soil and ends on the plate. The messaging emphasizes the urgent need to preserve soil health, maintain ecological balance and ensure the viability of food systems in the long term. The campaign outlines a clear and direct correlation between the methods employed in agricultural production and the nutritional integrity of the food consumed by individuals and families.
Through the #SawalKalKaHai campaign, Tropical Agrosystem is advocating a systems level rethink of agriculture and consumption, positioning both farmers and consumers as active stakeholders. The initiative highlights that food sustainability cannot be achieved in silos, but must be the result of collaborative choices made across the food value chain, from seed to soil to serving.
Campaign Film Explores the Journey from Farm to Plate
The centerpiece of the campaign is a two minute film designed to evoke both emotional engagement and intellectual awareness. The film opens with a question that resonates across Indian households: “Khaane Mein Kya Hai?” (What’s on the menu?). The storyline follows a mother who starts making better dietary choices for her child by choosing healthier and more nutrient rich food alternatives. This domestic transformation is paralleled on the farm, where Tropical Agrosystem’s sustainable solutions, from seed treatment to post harvest processes, are illustrated as enabling the production of safer, more nutritious food.
The film transitions fluidly between urban kitchens and rural farms, drawing a visual and thematic connection between the food on the table and the agricultural methods that produce it. It reinforces the message that food decisions are not just about present preferences but are fundamentally linked to the sustainability of future generations. The narrative concludes by reiterating that informed consumer decisions and sustainable farming practices must converge to protect the food systems of tomorrow.
The campaign is accompanied by public statements from the leadership team at Tropical Agrosystem, reiterating their long standing commitment to sustainable agriculture and ethical food production.
“At Tropical Agro, we believe sustainability is not just a buzzword, it’s a responsibility. #SawalKalKaHai campaign is our call to action, for both farmers and urban consumers, to make conscious choices that ensure a better future. We are committed to promoting practices that protect our planet, our food systems, and the livelihoods of farmers across India. This is more than a campaign, it’s the beginning of a long term movement that will inspire generations to come.”
Chandrika Rodrigues, General Manager (Branding and Communication), Tropical Agrosystem added, “Sustainability is at the heart of everything we do. With #SawalKalKaHai, we aim to bridge the gap between the rural farms and what reaches the plates of urban consumers. By sparking awareness and emotional engagement, we’re nurturing a movement towards healthier, more resilient food ecosystem. Building on the success of earlier initiatives such as the documentaries Jai Jawan Jaivik Kisan and Jiyo aur Jeene Do, this campaign emphasizes the need to rethink both farming practices and food consumption. By making responsible decisions today, we can ensure a thriving agricultural future for the generations to come.”
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Reinforcing the Urgency of Change in Agricultural Practices
The campaign draws on global evidence to emphasize the importance of reforming current agricultural practices. According to data referenced from the Geneva Environment Network, the unchecked expansion of agriculture has been responsible for several environmental concerns, including soil erosion, chemical runoff into water bodies, and the emission of greenhouse gases. The data underscores that agriculture needs to prepare for a population surge, with food production required to support an additional two billion people by the year 2030. The campaign aligns itself with this imperative by advocating the preservation and enhancement of natural resources as foundational to future food security.
Positioning Within Broader Corporate Strategy and Past Campaigns
The launch of #SawalKalKaHai is not a standalone initiative but part of a continuum of public engagement activities undertaken by Tropical Agrosystem. Previous initiatives such as Jai Jawan Jaivik Kisan and Jiyo aur Jeene Do laid the groundwork for community level awareness on organic and sustainable farming practices. Building on the insights and outreach achieved through these earlier efforts, the current campaign is framed as a logical next step in fostering a national conversation on food, farming and sustainability.
A Call to Collective Responsibility
Through #SawalKalKaHai, Tropical Agrosystem is advancing a clear and urgent message: sustainable agriculture and responsible food choices are not isolated issues but are deeply interconnected. The campaign represents a collaborative effort to catalyze behavioral change at both the production and consumption ends of the food system. As food systems face increasing strain from climate pressures and population growth, the campaign seeks to instill a culture of responsibility that transcends generational boundaries, asking not just “what’s for today” but “what’s for every tomorrow.”