Meet Umma Kulsum Popi, the first female agri influencer of the country

Umma Kulsum Popi proudly identifies herself as a 'graamer meye' (village girl). She grew up in a small village in the Lalmonirhat district of the north region of Bangladesh. 

A significant portion of Popi's childhood and adolescent memories are associated with the beauty of rural Bangladesh. The earthy scent of rotting jute is her cherished fragrance. She delights in walking through the narrow aisles between rice fields and finds peace in spending quiet hours by the riverbank.

Eventually, her love for nature and agriculture inspired her to create short, informative videos where she showcases and explains different fruits, flowers, along with agricultural hacks. These videos resonated with a wide audience, earning her significant traction online. 

Today, Popi has an impressive 1.7 million follower base on Facebook and around 371,000 subscribers on YouTube, making her a prominent figure in the online agricultural community. She is also the first female agri influencer in the country.

Photo: Courtesy

"Human beings naturally form deep connections with nature; it's simply how we're wired. This universal bond is why my videos resonate with such a diverse audience, cutting across all professions and social backgrounds," Popi explained.

She went on to say that her content appeals to everyone, from farmers to bankers, who not only watch but also actively share their feedback. 

"If you ask people about their retirement plans, most will tell you they dream of living close to nature, dedicating more time to gardening or farming. Agriculture, being inextricably linked to nature, isn't just for farmers—it's a passion that anyone can embrace," she added.

What does she do differently?

Popi's content is refreshingly straightforward. She travels from one location to another, be it a lush fruit garden or an expansive field, and selects a specific topic to explore. She then breaks it down into simple, easy-to-understand Bangla, making the subject accessible to everyone.

Her YouTube channel is organised into specific playlists, making it easy for viewers to find the content that interests them. Whether you're looking to learn about different types of fish, spices, fruits, or medicinal herbs, Popi has curated collections that cater to a wide range of interests.

"My first video was done in a charland of Teesta, where I talked about pumpkin harvesting. I did not anticipate the appreciation I received from the video," she recalled.

There's so much to learn and share in this sector. Recently, I uploaded a video on making organic pesticide using neem leaves—a solution I personally found effective. After trying it out, many people who watched the video reported positive results as well. It's rewarding to see such practical knowledge benefiting so many

Another mention-worthy feature about Popi's journey is her active engagement with the farmers. 

"Farmers are the real innovators. They have been testing and implementing new agricultural varieties of crops and agricultural techniques for generations. Yet their knowledge often remains confined to their local areas. It's our responsibility to amplify their wisdom and share it more broadly for the greater good of the community," she said.

Popi graduated in 2023 with a degree in Geography and Environment from Begum Rokeya University in Rangpur. However, her deep passion for agriculture keeps her continually learning. She stays informed and educated by reading books on agriculture.

Photo: Courtesy

"There's so much to learn and share in this sector. Recently, I uploaded a video on making organic pesticide using neem leaves—a solution I personally found effective. After trying it out, many people who watched the video reported positive results as well. It's rewarding to see such practical knowledge benefiting so many," she added.

Like many of us, Popi also grew up watching Shykh Seraj's documentaries on agriculture. She is also inspired by recent agriculturists like Talha Zubair Masror and Azharul Islam. 

"Our agriculture industry is full of potential. But, our passion for this sector is worryingly low. We need more people to step up and get involved, bringing fresh energy and ideas to unlock the full possibilities," she added. 

The entrepreneurial journey

Popi's entrepreneurial journey took off in 2016 with the founding of BD Assistant, an online platform specialising in electronic device servicing, based in the Rangpur region. Beyond its core service offerings, BD Assistant also provides moving and shifting services, making it a versatile solution for the local community.

In 2020, amid the challenges of the Covid-19 pandemic, Popi, along with her husband Abu Sayed Al Sagor, launched Premium Fruits. This venture aimed to deliver fresh, high-quality mangoes from the northern region of Bangladesh to customers across the country.

"Our business strategy is pretty simple. We supply different fruits from different districts of the country, direct from the gardeners to consumers," she added.

For mangoes, some of the notable regions are Rangpur, Rajshahi, Naoga, Chapainawabganj and Satkhira. Premium Fruits also distributes papaya from Khagrachari, wild bananas from Bandarban, and wooden apples and pomelo from Rangamati.

In her business, Popi works hand-in-hand with farmers and gardeners. She secures garden leases a year in advance through advance purchase agreements.  

She is deeply involved in the harvesting process, closely monitoring every stage to maintain quality. To guarantee the safety and purity of the fruits, she ensures that no chemicals or pesticides are used on the plants for at least 15 days before harvesting.

"My business complements my passion for content creation. As I travel from place to place for work, I'm constantly inspired to create new videos, capturing fresh insights and sharing them with my audience," she concluded.