Our Story

In the fertile lands of Shamli, Uttar Pradesh, sugarcane has been more than a crop — it has been a way of life for generations of farmers. Families lived around its harvest cycle, and entire villages depended on the income it promised. But behind the sweetness of sugar lay a bitter truth.

For decades, farmers supplied their hard-earned sugarcane harvest to large mills. These mills held a monopoly — they decided prices, controlled processing, and most painfully, delayed payments. A farmer’s year-long effort often turned into endless waiting. Sometimes it took months, sometimes years, before even a fraction of the payment would arrive. In the meantime, households suffered: daily needs were postponed, education of children was compromised, and healthcare often became a luxury. Many farmers slipped into debt, trapped in a cycle that seemed unbreakable.

The greatest irony was that while farmers waited for their rightful earnings, the sugar mills processed their cane into refined sugar that stripped away all its natural nutrients. What reached the market was a white crystal that was profitable for corporations, but harmful for health — and it carried none of the richness of the soil, the minerals of the cane, or the love of the farmer.

It was in these testing times that a group of Shamli farmers decided they would no longer let mills dictate their destiny. They began experimenting with traditional methods of making jaggery, khand (raw sugar), and brown sugar — methods their forefathers had once used, but which had been sidelined in the rush of industrialization.

What started as a small effort to take control of their harvest soon turned into a movement. By boiling sugarcane juice in small batches, patiently skimming impurities, and shaping natural sweeteners without chemicals or preservatives, these farmers rediscovered the power of their own produce. They realized that true sweetness does not come from refined sugar — it comes from keeping nature’s goodness intact.

This was the birth of Pindaura. Not just a brand, but a promise: to give farmers their dignity back, to bring real sweetness into households, and to remind the world that the purest things are often the simplest.