Left Corporate Job to Build a Global Millet Brand: News18 Features Founder Dheeraj Maurya & Citiblock FPC

In an era where millions of young graduates migrate to metro cities seeking corporate stability, Dheeraj Kumar Maurya took the road less travelled. Armed with a degree in mechanical engineering and a promising corporate career in Haryana, the son of a humble Mirzapur farmer chose to return to his ancestral roots in village Dubra Pahari (Mirzapur, Uttar Pradesh) with a singular mission: to resurrect traditional millet farming and transform impoverished local growers into prosperous agro-entrepreneurs.

The Turning Point: Trading Corporate Air-Conditioning for Farm Soil

While working in Haryana's manufacturing sector, Dheeraj observed a growing paradox. Urban consumers were falling prey to lifestyle illnesses — diabetes, obesity, hypertension — and turning to expensive imported superfoods. Simultaneously, in his native Vindhya region, centuries-old nutrient-dense millets like Ragi (Finger Millet), Bajra (Pearl Millet), Jowar (Sorghum), Kodo, and Kutki were being abandoned due to lack of market linkages and poor farmgate pricing.

"I realized our farmers didn't need charity; they needed organized collective strength and value addition," Dheeraj told News18. In 2022, he took the decisive plunge, resigned from his corporate job, and returned to Dubra Pahari to establish City Block Farmer Producer Company Limited (Citiblock FPC), the parent company of the consumer brand Vindhya Millets.

From 10 Pioneers to 1,200 Strong: The Rise of Citiblock FPC

The journey began modestly. In the initial months, convincing traditional farmers to shift away from chemical-heavy paddy and wheat toward drought-resilient millets required immense patience. Dheeraj started with just 10 progressive farmers who dedicated small tracts of unirrigated land to organic millet cultivation.

By providing guaranteed buyback at fair Minimum Support Price (MSP)-plus rates, free organic seed distribution, and soil testing, trust blossomed rapidly. Within two years, Citiblock FPC expanded into a thriving collective of over 1,200 farmer-members spanning across Mirzapur, Prayagraj, and Sonbhadra districts.

Processing Breakthrough: 100% Maida-Free, Preservative-Free Millet Cookies

Rather than selling raw grains at the mercy of middlemen, Citiblock FPC invested in localized processing. Setting up a dedicated food-grade facility in Dubra Pahari, the company introduced Vindhya Millets Ragi Biscuits and Bajra Snacks.

Unlike commercial biscuits that hide behind labels while containing 70% refined flour (maida) and hydrogenated palm oil, Vindhya Millets products are crafted with 100% pure stone-ground millets, natural jaggery/raw sugar, and zero artificial preservatives. The FPO has already processed and distributed over 20 quintals of artisanal millet baked goods across retail and institutional channels.

Global Footprint: APEDA Mentorship & Exports to Dubai and Jakarta

The game-changer came with the intervention of the Agricultural and Processed Food Products Export Development Authority (APEDA), Ministry of Commerce & Industry, Government of India. Under the mentorship of Dr. C.B. Singh, Assistant General Manager at APEDA Varanasi, Citiblock FPC received rigorous quality benchmarking and international export training.

Milestones achieved under APEDA guidance include:

• Exports to the United Arab Emirates (UAE): Commercial consignments of processed millet cookies shipped directly to gourmet retail outlets in Dubai.
• ASEAN-India Millet Festival (Jakarta, Indonesia): Citiblock FPC represented Uttar Pradesh's farming community at the international summit, presenting indigenous millets to Southeast Asian delegates.
• Farm Machinery Bank: Establishment of modern processing equipment supported by the Department of Agriculture, Govt. of Uttar Pradesh.

News18 National Recognition: Inspiring Purvanchal's Youth

When News18 published its comprehensive business profile titled "नौकरी छोड़ युवक ने शुरू किया यह स्टार्टअप, आज विदेशों में भी भारी मांग, बन गया लखपति", the story went viral nationwide. It proved that agrarian entrepreneurship in Purvanchal is not merely sustainable — it is globally competitive and highly profitable.

"Our objective is not just building a commercial brand," reflects Dheeraj. "We want every plate in India to benefit from the unpolished nutrition of millets, while ensuring that the farmer sweating in the fields of Mirzapur receives honor, equity, and prosperity."