The central himalayan region is largely agriculture dependent. The shift from traditional crops (wheat) to cash crops like vegetables (cabbage and potato) and fruits (apricot, apple, peach and plum) initiated by Chirag is helping farmers in three ways. Farmers are earning more from their land; they find less of a need to migrate to cities for livelihood purposes and lastly, it prevents the sale of agricultural land for commercial purposes.

Though large scale farmers have reaped the benefits of this shift to cash crops, the small scale farmers with limited knowledge of markets and infrastructure have been unable to benefit as much.

The agri-marketing initiative started by Chirag focuses exclusively on supporting small scale farmers of the region through the Fal-Sabzi Vitaran Committee and the Non-Pesticide Management Program.

The Fal-Sabzi Vitaran Committee was formed by farmers with less than 20 nalli of land. The committees are responsible for collecting and grading the quality of the produce, packing and loading, and keeping a record of each farmer