At GO DESi, the purpose is to make DESi 'POP’ular. Vinay and Raksha want to make regional DESi products relevant and accessible to customers, while ensuring quality & authenticity. GO DESi intends to reinvigorate the ‘desi foods’ category by overcoming the barriers faced by it, and widening its appeal and reach. In the process, they are also building a sustainable brand that becomes a beacon for non-zero-sum capitalism, where all stakeholders win. GO DESi works directly with farmers, SHGs, and other rural businesses enabling them to scale and capture a large proportion of consumer value in rural India.