When New Jersey-based Bryan Lee (37) came to India in 2011 on a fellowship, farmers in Gurgaon only wanted to click pictures with him. The belief that nobody could help them out of the debt cycle was deep-set, motivating Lee to set up Krishi Star in August 2013. “Our goal is to ensure farmers own a greater part of the supply chain,” says Lee. He zeroed in on whole peeled tomatoes as Krishi’s first product. “It is a niche product with very few competitors,” he explains.