Amid the global pandemic claiming both lives and jobs of hundreds of people, we found an initiative in Uttar Pradesh’s Prayagraj riding high on the spirit of Prime Minister Narendra Modi’s call for an ‘Aatmnirbhar’ and `vocalforlocal` India. Started by a PhD-scholar in environmental science from SHUATS in Prayagraj, KHe-T Heroes is a startup for organising the local farmers and the thelawalas around the city.
In an exclusive conversation with NYOOOZ, Amar Singh Rana the co-founder of KHe-T Heroes divulged the details about how the idea of KHe-T Heores came into existence. “During the lockdown, I had some extra time on my hand to ponder upon the worldly problems when the plight of my local farmers struck me hard”, he said.
KHe-T or K-Khet H-Heroes e-T-Thela works on the simple principle of farm to fork but in the process, it organises two of the most unorganised sectors in the country – the farmers and the daily wagers.

For the Farmers!

According to Amar, KHe-T Heroes has created a pool of farmers from around 50-100 km of Prayagraj who grow the best quality of seasonal perishable vegetables. Before KHe-T Heroes came into existence most of the local farmers were either dependant on the local mandi or the middleman who treated these farmers at their fancy. After a detailed groundwork and collaboration with over 100 farmers around Prayagraj, KHe-T Heroes started to organise the ThelaWalas in the city. After much resistance over trying to act on a new concept by the vegetable vendors, KHe-T Heroes could employ ten thelawalas to roll the concept off. In a first, residents were thrilled to see a professional vegetable vendor in Prayagraj.

For the daily wager!

Geared with every safety measure against the deadly Coronavirus, the TheleWalas, or as Amar calls them e- TheleWalas used to sell vegetables on their own until KHe-T heroes employed them with high-standard safety measures. ”When customers see me wearing a nice T-shirt, mask, gloves, and practice contact-less delivery, they appreciate me and definitely buy from my e-Thela”, said an enthusiastic Seema, who is a KHe-T Heroes vegetable vendor.


For the Consumer!

Amar also told us that KHe-T Heroes aims at a three-tiered approach to benefit society. Firstly, they cut down middlemen from the supply chain to benefit the farmers after which they also organise the daily wager class into a salaried employee of their startup.

After this comes the end consumer of these perishable vegetables who get the best quality super fresh vegetable. KHe-T Heroes claims to deliver just 3-hours old plucked vegetables to their customers who place an order for home delivery. The 28-year-old founder said that over 30% of the nutrition of a vegetable is lost within the first 24-hours of being plucked from the plant, so in reality, what is sold in the vegetable mandis in the name of iron, vitamin C and A are just a gimmick. Not only do fresh vegetables help boost immunity but also double the benefits of the natural nutrient count. Amar also added that soon enough KHe-T heroes e-thelas will start carrying both English and local ayurvedic herbs that are being prescribed by the doctors to keep Coronavirus at bay. Also, what fascinated us was the disinfection of vegetables and regular monitoring of the thelawalas for any symptoms by the KHe-T heroes team

Amar aims to reach out to the last Prayagwaasi with his farm-fresh vegetables and change the way the city residents buy perishables for their own good. You can check their Facebook page by clicking on this link www.facebook.com/khetheroes.

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