I am a retired Indian Forest Service (IFS) officer, who has maintained his roots with the village. After my retirement, I have decided to return back to my village and take up active farming, whilst maintaining my connect with the Urban life. Over last ten years, I have closely seen and experienced the struggle of both the farmers and the consumers. Farmers toil very hard to grow their produce but they never get their fair share of income. They are at the mercy of nature (weather plays spoil sport) or at the mercy of the middle men. And as consumers, we would like to be assured that the produce is good and has not been injected with chemicals or coloured material to make look “fresh”. But we too are at the mercy of “the system” and have no means of ascertaining where the produce came from, who grew it, when was it plucked and in what conditions was it grown. Thus started the conundrum of connecting Growers with Consumers, hence GroColi (Grower Consumer Link) was born.