In 2016, Ketan Sodha bought 5,000 strawberry plants from a local farmer and decided to try cultivation in Mahabaleshwar. He had no farming background, and his first attempt ended in failure. Affected landowners and farmer representatives have demanded clear written assurances on market valuation and fair compensation norms before field surveys or land acquisition proceed. District officials are expected to hold consultations with local stakeholders to resolve the impasse.