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August 1, 2026
Two decades ago, the team at the Naandi Foundation turned tribal farmers in a remote Andhra valley into some of the world’s best-paid coffee growers. Araku Coffee now sells in Paris, and the best of it goes for thousands of rupees a kilogram. Now the same team is trying to do it again — this time with everyday vegetables. Their company, Urban Farms Co., works with regenerative farmers and sells their produce on apps like Blinkit and Zepto. The bet is that what worked for premium coffee can work for staples too. But vegetables aren’t coffee. They’re cheap, everyday, and something people buy all the time. Can this really scale, and does it actually leave farmers better off?
