Jalandhar: A cooperative model to boost farmers’ income and rural employment.

Jalandhar: At a time when corporate careers have become the definition of success for many, Jyoti Swarup chose a different path—one based on collaboration, community, and purpose. A trained biotechnologist and former scientist, Jyoti Swarup departed from a conventional professional path and built what has today emerged as one of the most successful cooperative models from Talwara and the Kandi Belt of Punjab. Jyoti Swarup began her career in laboratories and research institutes, where science shaped her analytical thinking and problem-solving skills. However, her continued engagement with rural livelihoods raised a profound question: could innovation be used to directly improve the lives of farmers and rural communities? This idea gradually drew her away from a purely scientific and corporate environment and toward grassroots development. The early 2000s were a challenging period for young professionals. Government jobs were limited, private sector opportunities were uncertain, and entrepreneurship involved considerable risk. Jyoti Swarup experimented with cultivation and processing of medicinal plants, but faced repeated failures. With limited capital and similar backgrounds, starting a company seemed unrealistic, while running an NGO didn’t promise a sustainable livelihood. The cooperative model emerged as an ideal alternative—balancing economic stability with collective development.
A closer look at the Kandi region revealed a startling paradox: abundant natural resources coexisted alongside widespread poverty. Jyoti Swarup described this reality as “the poor sitting on a goldmine.” This realization became the foundation for Unnati, which was envisioned as a cooperative that could harness local resources, add value, and ensure dignified livelihoods for rural communities. As members began to see tangible improvements in their earnings, Unnati grew from strength to strength. Today, Unnati stands as a model cooperative firmly rooted in cooperative principles such as voluntary membership, democratic governance, autonomy, and concern for the community. It has diversified into natural food products, medicinal and aromatic plant processing, and rural entrepreneurship, while consistently prioritizing community welfare over profit. One of Unnati’s most innovative initiatives is India’s first cooperative-run drone training academy, which provides rural youth with modern agricultural technology and new employment opportunities. The academy aims to bridge the rural-urban technology gap, increase agricultural productivity, and reduce migration by creating local livelihood options.
Women’s empowerment is a central pillar of Unnati’s success. Through the Unnati Bahn sales model, local women have become entrepreneurs, transforming home-based activities into sustainable micro-enterprises. Initiatives like Unnati Eco Rahi have opened up opportunities in eco-tourism, while digital platforms like Sahakar Samvad are helping to spread awareness about the cooperative movement across the country. Unnati’s partnerships with national-level cooperative associations have further strengthened its reach and credibility. However, for Jyoti Swarup, the greatest achievement is the visible increase in farmers’ incomes and the improvement in the living standards of rural families. She believes that the true success of a cooperative is reflected in the well-being of its members. Looking ahead, Jyoti Swarup sees advancement as a key driver for the cooperative movement in the coming decade, aligned with the Sustainable Development Goals and women-led livelihood initiatives. Her message to youth is clear: cooperatives offer purposeful careers where entrepreneurship and social impact go hand in hand. From science labs to village enterprises, Jyoti Swarup’s journey proves that true success lies not just in profits, but in collective prosperity.