Firstly, the products sold at Janadhanya are all cultivated organically by PGS certified farmers without chemical inputs and the grain processing methods adopted ensure minimum loss of nutritional content and hence, consumers can be assured of safe food.the speciality of products sold are derived from grain of local indigenous varieties which are known to have high nutritional value.
More importantly, Janadhanya products are coming from producer groups and farmers' networks who are all small and marginal farmers practicing sustainable, environment friendly agriculture and preserving biodiversity against all odds and external forces. The only way or the best way to support these efforts is to buy their products (even though they are relatively higher priced).
The marketing system of Janadhanya eliminates middle men and whatever margins accrue directly reaches the farmers/producer groups.