New Delhi, Oct. 21 -- After spending nearly three decades working in the Gulf, Rajan Mathew returned to Kerala and took a different approach to farming: replacing rubber trees on his family's land with lemon plants. His venture in Vilakkudy village near Punalur in Kollam district has since grown into an organic lemon orchard that produces tonnes of fruit annually, according to 30Stades.

Mathew cultivates lemons on 0.8 acres and sells the produce directly to customers for as much as Rs.260 per kg during periods of peak demand. The business model combines cultivation with direct retail sales, bulk orders and the sale of lemon saplings.

Mathew's decision was driven by the economics of cultivation. Declining returns and high production cost...