Building connections

Farmer-customer relations are of utmost importance to us, and there are tons of ways we try to make that happen.

“Be the change you want to see in the world” – Mahatma Gandhi. We believe that we can spearhead this change in attitudes away from the transactional view of agricultural procurement by encouraging conscious farming and conscious consumerism.

Why conscious consumerism?

When a customer looks at a vegetable, we hope that the price is not all that they see, but also the hard work and labour that has gone into growing that vegetable. We hope that they will think of the farmers behind their vegetables – and we want to be that link.

Why conscious farming?

We want our farmers to be thinking of the customers and their families when toiling away in the fields. This will motivate them to take care of the vegetables by ensuring that it is of the best quality, and not harmful.

We believe that the way forward is by building a relationship between our customers and farmers.

One example is our recent Raksha Bandhan 2017 celebrations. Customers sent in Rakhis that we could tie on their brother farmers hands during a ceremony that we held in the village. It was a symbolic gesture, asking farmers for protection against harmful chemicals. This was just the first step to breaking down the barriers between our farmers and customers and the first step forward.