Bussiness Ideas

Vikalp Aahaar is an ethical food initiative rooted in the belief that food systems must work first for farmers, then for consumers, and ultimately for the planet. Born out of years of deep engagement with small and marginal farmers across India, Vikalp Aahaar seeks to correct a fundamental imbalance in the agri-food value chain—where those who grow food earn the least, while consumers remain disconnected from how their food is produced. At its core, Vikalp Aahaar connects smallholder farmers practicing chemical-free, natural, and regenerative agriculture directly with urban consumers. By shortening the supply chain and eliminating unnecessary intermediaries, the model ensures fair and predictable prices for farmers, while offering safe, transparently sourced food to consumers. Pricing is designed to be ethical rather than extractive—balancing farmer livelihoods with consumer affordability. Vikalp Aahaar is deeply integrated with Vikalp’s broader ZEN (Zero Emissions Natural) Farming ecosystem. Farmers associated with Vikalp adopt climate-smart tools, low-input farming practices, and ecological methods that reduce costs, emissions, and soil degradation. Aahaar then acts as the market linkage arm of this ecosystem—closing the loop between cultivation, mechanisation, and markets. Beyond commerce, Vikalp Aahaar represents a shift in values: from anonymous consumption to conscious participation. Consumers become stakeholders in a fairer food system, while farmers gain dignity, agency, and resilience. Over time, the initiative aims to build trust-based, long-term relationships that make ethical food not a niche choice, but a viable and scalable alternative for India’s future.

Startup Teams

• 1 Richa Sharma (Partner)
• 2 Akul Jhajharia (Partner)
• 3 Gauri Chaturvedi (Partner)

Incubation Details

• Incubator Name
  Navotthan Startup Foundation
• Incubator Host Institution
  Rajkiya Engineering College Kannauj
• State
  Uttar Pradesh
• City
  Kannauj