Jaivik Haat was founded as an idea of connecting farmers and end consumers. Founded by Ashish and Priyanka Gupta (both having worked in the IT and Intellectual Property domain with a collective experience of 15 years in the corporate world), it was a result of extensive travels, travails, and good wishes across the length of the country; and interacting with farmers, co-operatives, producer companies and other organic food proponents. It came as a surprise to us that our country is already a land of surplus Organic Farming produce, however market fragmentation, lack of government policy and disinterest of private entities has led to a fundamental disconnect between the producers and the consumers. To address this problem Jaivik Haat was established in November 2009