Prateek says, “There are many organisations that educate citizens in different cities to grow their own food. However, we’re the first for-profit company doing this.”He continues, “In 2002, I embarked in an organic farming venture where I was working directly with farmers. After three years, I realised that they will never go 100 per cent organic, because they are often surrounded by chemical cultivations, which make their fields more vulnerable to pests. And a structured organisation to market and distribute products is missing.”
Three years later, these conditions forced him to stop his project. Simultaneously, in a short span of time, he suffered the loss of several friends and relatives, who, for the most part, developed cancers due to wrong diets.
He continued on his successful career at Walmart, but the urge to do something proactive to improve quality of farming kept pushing him. “I had two options,” he says, “either I kept my safe job and let the world take care of itself, or I could do something to make my little bit to improve it.” After some reflections, he connected the dots and realised that the place with appealing potential for an organic farming business was in urban areas. In Jaipur, not only he realised that the provision of fruit and vegetables was very low quality, but “the rooftop spaces were highly un-utilised.” He quit his comfortable job at Walmart, and put his hands back into the soil.