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Apnasabjiwala is a direct farm to food retail initiative started in November 2020.Apnasabjiwala provides the consumers with fresh vegetables at a competitive price over market price.The twin intent of this initiative is the economic benefit of the farmers and access to nutritious and fresh vegetables for consumers.

Apnasabjiwala procures vegetables daily from the farmers at a fair price, process it at the central warehouse in the city and distributes it to the consumers through different distribution channels. Apnasabjiwala creates a multi-pronged approach to ensure a fair and equitable procurement from the farmers and also convert the unrecognized vegetable vendors to branded vegetable entrepreneurs who sell vegetable in the city and urban slums of surat.