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Closer home, India officially launched ‘farmers’ markets’ in 1999 with the Uzhavar Sandhai (Farmers market) initiative in Madurai, Tamil Nadu. Back in the day, it wasn’t the fancy affair people currently make it out to be – the intention was much simpler; to remove middlemen and ensure farmers receive fair prices for fresh produce. Andhra Pradesh followed suit with the Rythu Bazaar in 2001. It wasn’t until 2010 that the term ‘organic’ attached itself to the effort with the Kavita Mukhi. This was the first, full-organic, direct-to-consumer farmers market, organised in Mumbai’s posh Bandra locality, turning out to be a major hit among consumers. The demand and allure of farmer’s markets eventually led to Farmer Producer Organisations (FPOs) being established, resulting in increased support for localised, independent farm stands in urban centres.