I’m Amarjit Singh Bhattal and I’m living in Ludhiana (Banohar). Basically, my hometown is the Chandigarh city but I always wanted to live a simple life and give more of my time to nature. My father had a piece of land on the road connecting Bhanohar village to Ferozpur-Ludhiana highway and it was of no use for many years. I thought of investing on that land. So, my father and I get shifted to Bhanohar village and started organic farming of vegetables on that piece of land. To make my investment a profitable venture, I established a shop (Jatt Sauda) at my farm where I started selling the farm-grown vegetables. This whole concept of having a shop at the farm is known as “ON-ROAD FARM MARKET”.