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Thinking is the capital, Enterprise is the way, Hard Work is the solution ~ APJ. Abdul Kalam

Our inspiration Late Dr. Kailash Nath Asthana A great visionary from a small village, Late Dr. Kailash Nath Asthana, the first qualified physician of District Jaunpur, has laid the first Foundation stone of Kamuna. He always worshipped his profession. His teaching “Service to mankind is the best service�, was the Guru Mantra inherited by his son while stepping up for creation of Kamuna. It was only his thorough assessment and study of real village which inspired the triggering of initiation of Kamuna. Unfortunately, at the age of 93, in the year 2009, he traveled for his holy journey but left behind him, a strong and successful initiative. Kamuna Group is grateful for his blessings and footprints which shows us the path ahead to serve the people in for their needs.


the seventh decade since its independence, India is still far from being termed as a developed economy. Growth and prosperity have still managed to stay limited to key towns and cities of this large country. Being the second most populous country, more than 65% of the country’s population resides in the rural areas, mainly villages. Common sense dictates that any structure can only be taller and stronger if it has robust foundation. Villages are the foundations of India. Herein lies the genesis of Kamuna Group. Led by the vision to empower the millions of Indian farmers in underdeveloped rural villages, Kamuna Group have been silently leading a revolution – of creating a positive difference among all its stakeholders. Since our inception in 2007, we have been creating an empowerment ecosystem for the social upliftment and improved quality of lives for rural Indians. For we believe that sustained growth in the country can only be achieved through sustained empowerment of smaller non-descript villages and the people who reside there.

Together, we are building a new India. Let us move forward to know more...


guiding principles 2

Vision: True power & strength of development in India lies in Villages hence prosperity must flow towards rural realm.

Mission: To enrich Rural India by providing strength & support to its people in terms of prosperity, education, livelihood and fulfillment of their development based needs through mass participation.


To support in catering entire development focused needs of rural society; To encourage rural industrialization of Agriculture; To educate people about their living platform and improvements there on; To make the rural people aware about their value and its enhancement to make them realize their respectable position in our civic society; To inculcate the savings habit among the common man through innovative low cost & high return financial products and services using mass participation, self-help and mutual aid. 3

To enable financial inclusion to under privileged and socially excluded community by providing affordable financial services;



History and parentage The foundations of Kamuna Group were laid down on 2nd April 2007 by Shri Pradeep Kumar Asthana and Mrs Prarthana, under the guidance of Late Dr. K N Asthana. Kamuna Agro Products was the first 4

group company to commence operations.

Our presence

400+ offices across nine states Headquartered in Lucknow, Uttar Pradesh Manufacturing presence in two states Our people 200,000+ members Workforce more than 22,000 people



Group at a glance 5

Through Kamuna Group we drafted a 18-pronged action plan which will cater to achieve rural development through the following broader agenda: 1. Support the Rural people – both financially & psychologically for their day to day activities – Both personal & professional 2. Involve them Directly in the development process 3. Inspire them for education, infrastructure and social upliftment. 4. Develop infrastructure for efficient utilization of rural produce at 6

economical costs

18 projects that are shaping our growth

1. Establishment of KAPL Bhandar (KAPL is then Kamuna Agro Private Limited which is now Best Deal) 2. Agriculture production (co-operative advanced farming) 3. Purchase and import of agricultural produce & products 4. Sale and export of agricultural produce & products 5. Installing factories for finished agricultural products 6. Manufacturing useful products for life from agricultural products 7. Export and import of finished agricultural products

8. ware houses, cold storages etc. for the preservation and conservation of agricultural products 9. Attract and encourage investors to invest for handsome returns through agricultural development 10. Logistic support and creation of distribution channels for agricultural products 11. Arrangement & production of scientific agricultural equipments, pesticides and fertilizers to increase the sale, import and export of agricultural products 12. Facilitate the construction of dams, canals and bridges for irrigation 13. Promote Conservation of rain water through rain harvesting & other mediums Agriculture including optimization of alternative energy resources (Non conventional energy resources) 15. Establishment of study and research centers for study of latest technology 16. Creation and organization of self-help groups for products and services related to rural areas and agriculture 17. Conservation of orchards and forest wealth 18. Development of adahrsh gram (model villege) 7

14. Addressing the issues relating to Electricity and energy requirements in

From the



Dreams and realities are often separted by only 10 letters – conviction. If one is knowledgable to decipher “what is” and is believes in his abilities to achieve “what can be”; then most of the times success finds its way amidst challenges. Kamuna is one such powerful idea that is unfolding silently, yet potently even as you read this. Established in 2007, Kamuna Group is shaping as an indegineous 8

empowerment network facilitaing millions of Indians resiiding in villages and rural areas to achieve their dreams and beat the odds – namely poverty, neglect, illiteracy, unemployment and lack of access to basic necessities. Born out of a personal mission to create a lasting impression on the society, the Kamuna Family has grown stonger with like-minded professionals and visionaries who have envisioned a new, empowered and prosperous rural India. In its still formative years of operations, Kamuna Group have established presence across key sectors – from agriculture to retail to textiles to sugar, finance and education. What gives me immense pride is the fact that more than 800,000 Indians (90% of them in rural India) are being positively engaed by our Group and their lives are being changed for the better. As a founder to this movement, I feel extremely humbled to work for a team comprising of more than 22,000 people. The thought of such a community-run organisation has its roots in the thoughts of my idol Shri APJ Abdul Kalam.

After my stint with the Indian Army, I decided to give into my entreprenuerial aspirations. It was during that time, I travelled across India extensively and was startled by the distress and hardships that the common man in villages and rural areas have to experience everyday. The reason - less and improper capital flow in agriculture in these areas led to larger negative impact on the local economies. The resources available with the farmers were so minuscule that they hardly (and many times not) are able to fulfill their basic needs; leave alone the professional and social development. The lack of resources including financial, manpower, technology, energy and support is stark and has led to agricutlure belts. The impact is further aggravated with immproper education, health, infrastructure facilities in these rural areas. Experiencing this agony, I decided to embark on my quest to use my entreprenuerial skills to unite the rural Indians towards achiving sustainable, scalable and wide-spread growth for everyone associated with the mission. My father’s key advice - “if you don’t like what you see, be the change” has been my biggest motivation that steers the Kamuna Group even today. In the first seven years, we have come a long way. But the journey to sustained value creation and empowering aspirations of millions of Indians is long and ever challenging. Together as a family we at Kamuna Group continue to tread the path less taken. In the process, we take immense pride in empowering aspirations of millions of Indians in the rural areas and above all, in building a new India.

Jai Hind Pradeep Kr. Asthana Chairman 9

widespread poverty, large debts and even increased suicide rates in some

Strategic goals @ Kamuna

We, at Kamuna Group have set ourselves four dimensional key strategic goals towards which we orientate our conduct and our business performance. 10

To Enhance Kamuna Value

To Increase Stakholder Base

GOALS To Improve Investor Satisfaction

To Keep The Bottomline Intact

1. To enhance KAMUNA value:

Value of any organization depends on Stakeholders value creation and expansion. In context of our Group, as strategy, we have to strive for 360 degree stakeholder satisfaction. To achieve this goal, we have initiated various projects which are based on direct participation of stakeholders. The unique attribute to selection of these projects is that a bridging between the traditional agri business and latest technology and corporate culture is clearly visible. As strategy, this connect will be always visible in all our endeavors.

2. To expand the stakeholder base:

business is necessarily being incorporated to make the participants feel proud and uplifted. By

The connect, we are focused upon, is to

adopting a business model for social activities is

establish between rural & urban, agricultural &

also necessary to measure the growth path. The

industry, poor & rich, At strategy building, we

existing scenario is not economic neither safe

have adopted simple principal of physics i.e.

guarded ecologically. The needs and demands

let the water flow from up to down. The Indian

of current life are overriding the ecological

population is full of disparities. The rural is trying

balance and the prevailing supply chain system

to become urban, poor is trying to become

having lot of intermediaries and facilitators have

rich, Farmer is trying to become industrialist

touched new heights to raise inflation. The real

and so on. We are certainly not helping for such

intermediaries interference. At Kamuna we are

between two, we will ensure the smooth flow

striving to ensure availability of cost effective

of resources between the two. It will certainly

products to the people and also to keep an eye

reduce gap between two ends and will ensure

on the ecological balance. Launching of Best

that the perspective of people is changed.

Deal & Promotion of Solar cooking & lighting

This will be our bottom-line. For creating such

system is a unique initiative in this field.

connect, we require involvement of mass with us. This provides us the sense of increased stakeholder base to capture more and more opportunities in the direction of rural upliftment.

3. Keep the bottom line intact:

The concept at the time of inception was not business. It was a social movement. The business model was used only to facilitate and cater financial needs of people. The concept of

4. To improve investor satisfaction:

To spontaneously improve Investor satisfaction with low cost financial products and services, installation of projects serving the villagers in rural area, proper and regular channel to meet or to have a talk with the customers and revert for their query. We sincereley believe in running an economically and ecologically sustainable business with mass participation. 11

products cost becomes huge by ballooning the

conversion but by constructing the bridges

Building a new India through

Inclusion Financial inclusion is at the core of our vision. We at Kamuna Group believe that true empowerment lies in creating a prosperous society. Rural India accounts for 60% of the total Indian population; of which 12

people below the poverty line account for 36% of the entire Indian population. The core employment being agriculture has witnessed lower returns due to various factors largely controllable – leading to dimishing returns to the farmer population. This has led to not only increased farmer suicides but also migration of local talent towards cities. At Kamuna, we have deeply entrentched our foundations to empower India from bottom-up. We feel the only way farming can be made profitable is by providing the best inputs to the farmers – both in terms of seeds, fertilisers and technology. Towards this end, we have tied up with various seed producers and agricultural institutes and we use our infrastruture and reach to bridge this gap. The results of our initial efforts are visible in key villages. The time is now to expand our horizon and enable financial inclusion at a larger scale.

Building a new India through

Integration The Indian rural market generates about 50% of the country’s gross domestic product (GDP). Rural India is witnessing growing income levels and greater ambitions are progressively driving demand there. In the period 2009–12, rural 19%. This reflects a tremendous potential waiting to be harnessed by the very people who are part of this ecosystem. At Kamuna, we are creating an independent ecosystem comprising of presence in agriculture. We believe that in order to ensure sustained gains for the communities we work with, it is extremely crucial not only to ensure that the produce is of great quality; but more so it gets sold at a fair price with lower pilferage and better efficiency. Therefore, we have expanded our focus towards warehousing – namely cold chain warehouses at key locations and trading of agriculture produce for our farmers. We have also forayed into manufacturing of commodities which require agi-based inputs. Our presence in textiles and sugar are yet another step towards this mission – of creating an integrated holistic empowerment system. 13

consumption per person increased annually at

Building a new India through

Inspiration India is expected to emerge the largest country in terms of working-age population in the world by 2025. Most of this would come from rural India. Therefore to ensure greater impact of the demographic dividend, it is imperative to inspire the youth to play a greater role through education, skill-development and resources, in the betterment of the rural communities. This will not only boost the confidence of the nation but more importantly, will accelerate the 14

consumption cycle in the rural economy, due to higher disposable income. At Kamuna, we adopted a three-pronged approach. One, imparting quality education especialy in agricuture techniques have witnessed commendable results. The infusion of new-age concepts like rain-water harvesting, advanced farming techniques, efficient use of irrigation and green energy will not only boost efficiency of the process but also will improve realisation and yeilds for the farmers. Two, enabling thousands of youth to be gainfully self-employed by offering them affordable finance through microfinancing and co-operative credit societies. And three, generating employment in rural areas by putting up manufacturing faciliites for sugar, textiles, dairy and other projects in proximity to farms and vilages. In the coming years, we are set to expand our realm in all these fields to ensure sustained value creation by the youth of the rural India.

Building a new India through

Insights The journey to evolve from a social movement to an inspiring corporate entails effortless synchronization of diverse groups, including customers, vendors, management, employees and investors. At Kamuna we always believe the top. As a result, we had formed and maintained a culture of meritocracy, knowledge sharing and transparency across the organization. Our management team, comprising of well-educated and experienced professionals has enabled us identify, nurture and motivate talent across the corporate echelons. Our pursuit to excellence also led to strengthening our customer relations. Catering to a diverse clientele, who would settle for nothing less than the best quality, we consistently worked on raising our service and quality standards. Our deep understanding of the industry has also enabled us forge strong ties with our vendor partners. Our journey to achieve perfection and customer delight is never-ending and ever-challenging, and so is our zeal to excel and our thirst to partner our growth with our stakeholders. 15

organization culture always emanates from the

Intellectual capital at

Kamuna Our leadership Pradeep Kumar Asthana 16

Shri Pradeep Kumar Asthana, is the founder of Kamuna Group is highly motivated, versatile, experienced & self-driven personality. His dream is to serve the lowest rural platform having poorest villager with tools of corporate initiatives and industriousness. He is young and impressed and inspired by Missile man and Bharat Ratan recipient Dr. A.P.J. Abdul, former President of India. His “PURA (providing urban amenities to rural areas) model” has influenced Mr. Asthana and trusted his thoughtfulness to a new dimension about rural realm.

Prarthana Asthana Mrs. Asthana’s thoughts and direction has played a pivotal role in building the entity into an organization that works for the welfare of villagers. She believes, promotes and practices “out of the box thinking”. She admires to achieve success in whatever one do, by commitment, hard-work, self-discipline and more importantly, by doing things differently.

Atul K. Kulshreshtha With over two decades of experience in Treasury Management, Strategy Improvement & Corporate Finance functions across Indian and global companies; Mr. Kulshreshtha is heading the finance and new businesses in Kamuna Group. He joined Kamuna Group in November 2013. Prior to joining the Group, Mr. Kulshreshtha was working as the CFO with Vanquish Ventures. He has earlier worked with esteemed companies such as Dhampur Sugar Mills, Hotline Group of Companies and Food Concepts PLC.

In 2012, Mr. Pathak joined Kamuna Group as executive director cooperative. He is presently assisting the Group by providing his valuable guidance for administrative feasibility and government technicalities required in every existing and new project. Mr. Pathak with over 32 years of experience as an I.A.S. officer in department of cooperative.

Kuldeep Singh Chauhan Mr. Chauhan joined Kamuna Group in 2012. People management, business analysis and planning, designing new roles and strategy formulation are his key roles in the Group. 17

D.P. Pathak

S.N. Singh Mr. Singh joined Kamuna in 2010. He focuses on leveraging information technology to 18

enable rapid growth and realize cost and time efficiencies.

B.P. Pathak Mr. Pathak, member of the startup team of Kamuna Agro Ltd. He is a born leader and a brilliant speaker who played an important role in the expansion of Kamuna Credit Cooperative Society Limited.

Manoj Asthana Mr. Asthana has a rich experience of 26 years in various reputed textile industries like Birla Group, Siyaram Suitings, Uniworth Group, Riviera Textiles, Om Overseas. Now in Kamuna Suma Productions Limited , Mr. Manoj Asthana is responsible for overseeing all stages of the textiles manufacturing process. He ensures that production operates smoothly, cost-effectively and that the final product is finished within a specified timeline.

Vishal Srivastava Mr. Srivastava joined Kamuna Group in 2010. His major exposure includes policy formulation and managing overall operational responsibility of Kamuna Group.

Moinuddin Khan the overall responsibility for recruitment, selection, appraisal, staff development and training, understanding and implementing employment legislation and welfare.

Siddharth Vikram Asthana Mr. S. Asthana joined Kamuna Group in August 2012. He is involved in the strategy and policy formulation for the growth and expansion of projects of microfinance and retail and for contributing in structuring the legal framework of various Group activities. 19

Mr. Khan has worked for Kamuna Group since 2008. His responsibilities include

Alok Gupta Mr. Gupta joined Kamuna Group in November 2010 with professional experience of 5 years. His key responsibilities include software development, quality control, data security, and knowledge assurance and training of internal personnel.

Shresth Shukla 20

Mr. Shukla joined Kamuna Group in June 2011 but his interest quickly shifted towards sales. He is involved in identifying, developing, implementing and evaluating sales strategy based on knowledge of company objectives and market characteristics. He also coaches and mentors the team members and entire sales team to ensure effective and efficient sales operations.

Mayuri Chaturvedi Ms. Chaturvedi joined Kamuna Group in 2013. Thoroughly studying the business environmental conditions of the current market, suggesting and designing the needful changes in the various ongoing projects as per the current business scenario, researching on new dimensions of various projects of the organization kept in pipe line are her key roles in the Group. Also she is leading a team of qualitative members to provide substantial and effective results of the allotted tasks.


locations States

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Grand Total


Contact us:

Kamuna Group of Companies B-3 Aarohi Complex, Sec-H Aliganj Lucknow - 226024 (Uttar Pradesh) Phone

: 0522-3016847,48

e-mail @ : Website :

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