Madhu Chandan started the first Organic Mandya store in 2015 on the Bengaluru – Mysuru highway. Today it has grown into a Rs 25 crore turnover organic retail chain with eight stores. By buying the agricultural products from the farmers and selling them at 'Organic Mandya' stores, Madhu has not only provided a direct market to the farmers, but also has built a Rs 25 crore turnover organic retail chain. Which idea field has Madhu Chandan taken up?