‘Is this really safe to eat?’
urban farming community
Empowering young urban individuals with
Have you ever looked at
a shiny red tomato in your kitchen & wondered
Urban India's unorganized vegetable markets pose health risks due to
adulteration, artificial ripening, & sourcing ambiguity.
Consumers are unaware of the quality and origin, leading to potential health disorders.
Well, that question became the starting point of my project. because,
The finalized idea is to create a community platform.
The primary objective is to develop a user-friendly platform for urban young adults to easily access, explore, and grow their own necessary fruits and vegetables within their homes.
Duretion
10 weeks
00 Project Timeline
Understanding Current
Scenario
Ideating Solution
System Strategy
Wireframes
User & Stakeholder
Interview
Branding
User Flow
Visual Design
Style Guide
Finalising Screens
Problem Finding
Defining
Discover
Define
Design
This gave me a solid base to dig deeper.
Started survay with
Method used, Quantitative research to gauge mass concern, then categorized stakeholders for qualitative research through interviews.
While speaking to the masses, I observed that people are aware and concerned about the issue. However, each person has their own reasons for not adopting better habits, often due to lack of options or being forced to rely on the existing system. If a practical and accessible solution is introduced, they are likely to embrace it.
After speaking with individuals, I realized many are comfortable not knowing the exact source of their food, as Indians often rely on gut instinct to judge quality. However, underlying concerns about safety, authenticity, and long-term health still persist and need to be addressed.
Interview insights,
Survey insights
Takeaway,
Takeaway,
Beyond numbers, I wanted to hear why? so did some interviews
Discover
Research
In India, the fruits and vegetables sector is still largely unorganized. In cities, we buy our food from street vendors, supermarkets, or online apps. But we never really
That lack of traceability leads to deeper issues like...
know the “source.”
The hypothesis was,
Jumping to understand current scenario,
Started gathering information from market places & urban individuals
Research opted in 3 different cities Mumbai, Pune & Ahmedabad.
Sample size of 65 urban individuals
didn’t know the source of their vegetables and fruits
80%
preferred organic food over conventional options
45
/ 63
said they were interested in growing their own veggies, but never tried
61%
“ऑनलाइन मंगवाते हैं, पर क्वालिटी में भरोसा नहीं रहता”
“पैसे ज़्यादा लगते हैं और पता नहीं चलता कि चीज़ कहां से आई है”
"भाजी ताजी आहे की नाही माहीत नाही, दिसायला ठीक वाटली की घेतो."
"फल पकने के लिए कैमिकल डाला जाता है, ये तो सुना है।"
“दर सारखे नसतात, प्रत्येक ठिकाणी वेगळे असतात."
Asked
Collect
Redefined problem statment,
Urban consumers often rely on instinct over verified sources, accepting uncertainty due to habit or lack of alternatives. Yet, concerns around fake organic labels, chemical use, and growing limitations persist, highlighting the need for a transparent, guided, and accessible solution.
Define
Ideation
And now its time to frame some potential solutions So I started with, Asking myself
Initiated these phase with defining personas, to understand their pain points & needs.
The finalized idea is to create a community platform.
How might we, Create a trustworthy, accessible, & community-driven approach to sustainable food in urban areas?
The primary objective is to develop a user-friendly platform for urban young adults to easily access, explore, and grow their own necessary fruits and vegetables within their homes.
Workshops & Webinars
Conduct regular sessions with agricultural experts, chefs, and nutritionists to educate the community.
AR Guide
A digital AR tool that visually demonstrates credibility of the fruits & vegetables
Cource Designs
A designed cource for teaching sustainable food practices, garden farming techniques, and gardening.
Interactive Mobile App
A digital platform where users can access tutorials, track their gardening progress, and get AI-driven recommendations.
Community games & Rewards
Introduce local competitions where participants earn badges, Incentives for successfully growing and sharing produce.
Gamefication with rewards
An incentive digital game to teach gardening terminology & processes techniques.
School Engagement Programs
Introducing gardening as a practical module in educational institutions to instill sustainable habits early.
Farmer to Consumer Direct Connect
An online/offline marketplace connecting urban consumers with trusted small scale farmers.
E-Community & marketplace
A community to talk, discuss, & keep people aware about the credibility of fruits & vegetables.
School Engagement Programs
Introducing gardening as a practical module in educational institutions to instill sustainable habits early.
Sustainable Lifestyle Store
Offer curated kits with organic seeds, soil, and tools for home gardening, paired with learning resources.
Packaging for awareness
A sustainable packaging system that is informative enough to raise awareness among people about food practices.
Aware
Learn
Grow
What
Why
How
To connect with community.
To share ideas & plans.
To build support network.
To gain knowledge.
To improve skills.
To access professional guidance.
To start farming at Home.
To enjoy Fresh Produce.
To support Sustainable living.
Access to local urban farming community.
Discussion about farming plans & ideas.
Gain support & advice from fellow farmers.
Learn about home & garden farming.
Develop expertise in farming techniques.
Learn from experienced farmers & experts.
Begin growing your own fruits and vegetables.
Harvest homegrown, organic fruits and veggies.
Reduce carbon footprint, promote local food.
By Joining community forum & attending local events.
Posting on platform & participate in group discussions.
By asking questions, share experiences & offer help to each other.
By attend workshops & watching tutorial videos.
Participating in hands-on training sessions.
Through attending lectures & joining mentorship programs.
By purchasing starter kits & follow instructions.
Through monitoring growth progress.
By implement eco-friendly practices.
Rucha, a student living alone, buys fruits and vegetables weekly through online apps to avoid crowded markets. Lacking knowledge to judge freshness, she depends on reviews and compares options across multiple platforms before purchasing.
Rucha Joshi
Age: 21 years old, Female.
Student
Habbit
& Behavior
Frustrations
& painpoints
Riya follows a specific diet, but finds limited availability of suitable fruits and vegetables.
She struggles with inconsistent quality from different vendors.
Due to her busy schedule, she is unable to visit the market.
She lacks the knowledge to identify fresh and nutritious produce.
Maintaining a balanced, diet-conscious lifestyle is difficult because of poor choices.
Budget constraints add to her challenges in managing a healthy diet.
Arvind, a developer from Bengaluru, lives with his family and prefers homemade meals. He buys fresh fruits and vegetables daily from the local market. With a grocery list made a day before, he chooses to shop in person to check freshness, compare vendors, and avoid wastage by buying only what’s needed.
Arvind Gupta
Age: 32 years old, Male
.
Working professional
Habbit
& Behavior
Frustrations
& painpoints
Arvind has a busy schedule, making it hard for him to visit the market daily.
He prefers local vendors but struggles to trust the origin and authenticity of the produce.
The varying quality and quantity from different vendors cause daily inconvenience.
He often worries whether the fruits and vegetables he buys are truly healthy for his children.
Wireframes
Splash screen 01
Community identity & loading screen
Splash screens
Community introduction
KhetE Community (#Samzo)
KhetE Courses (#Sikho)
KhetE Bazzar (#Ugao)
User onboarding screens
Home Screen
KhetE Community (#Samzo)
KhetE Courses (#Sikho)
KhetE Bazzar (#Ugao)
feel free to switch between pages anytme!
This dynamic home feed keeps the community buzzing — whether you're asking questions, sharing solutions, or just learning from fellow growers. With infinite scrolling, live discussions, expert tips, a bustling Khet-e-Bazaar, and seamless navigation to courses and tools, this is your central hub to connect, grow, and thrive together.
This page features discussion threads, showcases new community groups and members, and offers personalized recommendations all designed to Initiate conversations and shared growth.
This page offers learning modules for every grower from beginners to experts. Discover step-by-step courses, earn reward points, and deepen your knowledge in home farming.
Khet-E-Bazaar connects growers with tools and buyers in one seamless flow. From essential farming equipment to freshly harvested vegetables, All products are listed by community members, for community members. This space turns every garden into an opportunity.
Scroll, Select, Sell.
Since its a mobile first platform, I’ve tried to create a responsive web prototype for this.
+
Wireframes
Splash screen 01
Community identity & loading screen
Splash screens
Community introduction
KhetE Community (#Samzo)
KhetE Courses (#Sikho)
KhetE Bazzar (#Ugao)
User onboarding screens
Home Screen
KhetE Community (#Samzo)
KhetE Courses (#Sikho)
KhetE Bazzar (#Ugao)
feel free to switch between pages anytme!
This dynamic home feed keeps the community buzzing — whether you're asking questions, sharing solutions, or just learning from fellow growers. With infinite scrolling, live discussions, expert tips, a bustling Khet-e-Bazaar, and seamless navigation to courses and tools, this is your central hub to connect, grow, and thrive together.
This page features discussion threads, showcases new community groups and members, and offers personalized recommendations all designed to Initiate conversations and shared growth.
This page offers learning modules for every grower from beginners to experts. Discover step-by-step courses, earn reward points, and deepen your knowledge in home farming.
Khet-E-Bazaar connects growers with tools and buyers in one seamless flow. From essential farming equipment to freshly harvested vegetables, All products are listed by community members, for community members. This space turns every garden into an opportunity.
Scroll, Select, Sell.
Since its a mobile first platform, I’ve tried to create a responsive web prototype for this.
+