When you log on to www.farm2kitchen.com, everything under the sun from pulses, grains to cereals and ready-made snacks are 100 per cent certified organic products, which have been sourced directly from farmers from all over the country. And what's great is that your order arrives right at your doorstep with no shipping charges for a minimum order of Rs 500.
“Organic lifestyle, including food, clothing and herbs, is not just a fad. It is fast becoming a reality in modern India,” says Seema Dholi, who founded Farm2kitchen in 2010. Her philosophy is to not only sell food but also serve as an informative platform for healthier living. It has informative articles on health, benefits of organic food and understanding organic standards. It also throws light on different diets, recipes and links to books on organic cooking and gardening. An interesting recent addition is also the sale of organic clothes and personal care products in collaboration with Amazon.com.
“When I first started out, people were not even clear about what the term organic meant. Only a few doctors were my customers, and the initial response was very poor. The situation has changed drastically only in three years,” says the 34-year-old entrepreneur, who took interest in food when she lived in New Jersey for one year.
“In 2008, when I was pregnant, I wanted to eat organic foods, but could not find any stores or information about it in India. That made me think that there must be many women or young mothers who are in the same boat,” she tells us over the phone from Gurgaon.
Farm2kitchen is now all set to start brick and mortar stores all over the country in October this year. “I have received over 600 queries for franchises and am getting calls from restaurants that want to have organic menus.” To cater to busy schedules, Dholi is also working on creating organic foods on the go.
Delhi-based Satish Sharma buys almost all his groceries from the website. “I feel it is an investment in my children’s future. How can I ignore their health? I believe it pays off in the end,” he says.