When Arjun Sahani, a mountaineer, found farmers growing crops organically in the upper reaches of Himachal Pradesh, he started a company called Nature’s Soul with the idea of selling their produce in cities. It didn’t work out quite as he had envisioned and he took to outsourcing organic agriculture to farmers on the outskirts of Delhi.

Sahani now has a shop for organic products in Defence Colony’s tony C Block Market, but even so the logistics of reaching customers is daunting for growers, particularly for those with less money and social heft than him.