Converte’s sustainable farming products growing organically in India

Converte’s eco-friendly farming products are helping combat one of the world’s biggest challenges: food security.  

Founded in 2011, Converte develops regenerative agricultural solutions that improve soil health, enhance nutrient efficiency and strengthen crop resilience. These solutions help farmers boost productivity while managing environmental stresses and changing climate conditions.

Made from naturally sourced inputs including plant extracts, mineral chemistry and biological feeds, the company’s bio stimulants increase nutrient absorption to optimise the performance of seeds, soils, plants and livestock.  

Converte inputs promote healthier plants even in harsh growing conditions. Importantly, this means that farmers can gradually reduce their dependence on chemical fertilisers and pesticides. 

‘We are passionate about the health of the farm, the health of people working on the farm, and environmental outcomes,’ says Converte Managing Director John Ridley.

Indian corporates eager to fund field trials

In a market saturated with goods that lack supportive data, Converte stands out because its products are scientifically proven. The company collects data on its bio stimulants to demonstrate the products’ ability to perform in different growing conditions around the world.

The data collection process, however, can be drawn out, expensive and technically challenging.  

That’s why Converte turned to Austrade for support expanding into international markets.

In 2019, the company participated in three government-funded trade initiatives: Going Global in India, Going Global in the UK alongside the World Agri-Tech Expo in London, and Going Global in the Middle East in conjunction with the AgraMe Expo in Dubai.

For Converte, India offers two key advantages: a large market where products can make a real impact; and potential partners who are prepared to trial them. 

‘We got a bite straightaway in India,’ says Ridley. ‘We were introduced to 12 companies and ended up with two major partners. 

‘The great thing about corporates in India is that they’re willing to have a look at the products, and they’re willing to put them through trials,’ he adds.

Those partnerships led to 60 scientific trials, which Ridley describes as ‘game changing’.

‘Those studies would never have happened without the connections made through the Going Global initiative,’ says Ridley.

Overcoming market challenges  

But despite promising results, a commercial agreement didn’t materialise straight away.

Taken by ‘surprise’, the team had to rethink its strategy. 

Recognising the value of a local presence, Converte hired someone with extensive local market knowledge to develop commercial partnerships on the ground. This has led to new customers and opportunities. 

However, it hasn’t been the only challenge the company faced.  

India has recently updated its fertiliser regulations and registration requirements, including import laws for speciality fertilisers – the category in which Converte competes with both local and international suppliers.

Not one to give up and let years of work go to waste, Converte chose to adapt its approach to the market.

‘We’ve adapted our products where required to fit the market, meaning changes in our manufacturing and formulation,’ says Ridley. ‘We’ve had to make changes in line with price expectation as well.’

Converte’s eco-friendly agricultural solutions are helping farmers in India to improve soil health and reduce their use of chemical fertilisers.

Persistence pays off

Despite the complexities agricultural biotechnology companies face when entering the Indian market, John says persistence pays off. 

‘We didn’t set off thinking we would be selling in India in two years. We knew it would take time.

‘Now, we have great partnerships in India, and are confident we have the right agreements in place to ramp up our sales pipeline.’ 

Today, Converte works with six major companies. It is also exploring additional manufacturing options in Australia to maximise efficiency in supplying the Indian market and shorten export routes to help offset rising freight costs.

Ridley is optimistic that one of Converte’s core products will be registered in India before the end of 2026. This opens the door to regular sales and broader market access.

‘The first registration will be a landmark for us, so once that’s registered, it just becomes a case of how much product are you sending each month,’ he says. 

‘The figures we have now are nothing compared with what’s possible once that registration happens. We might be looking at expanding our workforce locally and also enhancing our manufacturing capacity, so that’s exciting.’

Positioned for growth

Converte is well placed to benefit from the Indian Government’s growing commitment to sustainable farming. 

Indian Prime Minister Narendra Modi recently appealed to farmers to reduce the use of chemical fertilisers by up to 50% while still maintaining production levels.

Ridley says the shift to sustainable farming practices is not just in India, but a global trend.

‘The biological space for agriculture is growing at about 13% per annum, while the fertiliser market is growing at 1%,’ he says.

Converte’s bio stimulants also align with Industry 5.0’s focus on sustainability, resilience and innovation.

Looking ahead, Converte is aiming to grow its business-to-business model, targeting large corporations and distribution partners. 

‘We are open to licensed manufacturing deals – there are so many different opportunities to create value in the supply chain,’ Ridley notes.

‘We have regular high-level meetings with major Indian corporates, which represents great business opportunities for our company.’

Austrade has been a constant presence throughout Converte’s export journey. In August 2024, Converte participated in the Austrade-led AgTech Mission to India. 

The mission enabled the company to meet senior government ministers and participate in B2B engagements across Bangalore, New Delhi and Lucknow, driving ongoing connections and business growth.

Building Australia-India relationships

Ridley says the relationship with India is a two-way street. 

‘India is a long way ahead in terms of the adoption of biological products,’ he says. ‘We are also in discussions with Indian companies that would like to be in the Australian market, and we are helping with product registration in Australia where products and market demand align.’ 

For companies eyeing India as a trade partner, Ridley recommends leaning on government agencies, like Austrade, which can open doors to valuable networking opportunities.

‘There is a demand for innovative Australian-made products that are scientifically backed and proven,’ he says.

‘You just have to be super resilient, super flexible and stick with it.’