I studied Food Technology, so reading labels became second nature. But my understanding of food began much earlier. I come from a small tribal farming family in Telangana, where food was never called “healthy food.” It was simply food. Milk from our animals, grain from our fields, and whatever the land gave us, grown and eaten the way it was meant to be. Preservatives were never a thought, because there was nothing hidden to question. Years later, as I began reading more labels, I found names I couldn’t even pronounce. And the more I read, the more it hit me. People were being quietly robbed of their right to real food, and I knew too much to just look away. That’s where Kshetra Veda began.

We do it the harder way. Sourcing with integrity, working with people who still believe in doing things slowly and the right way, and making the kind of food I’d happily feed my own family. It costs more. It takes longer. But some things have always been worth doing the harder way. So when you reach for something on your shelf, you shouldn’t have to second guess it. You should simply be able to trust it.