Indore (Madhya Pradesh): In a city known for its cleanliness and civic pride, Ambrish Kela is quietly leading a transformation rooted in sustainability, health, and ethical living.
As one of the founding members of Jaivik Setu, Kela has become a driving force in connecting Indore’s urban population with its organic farming community, creating a space where food is not just consumed, but understood and respected.
Established in 2015, Jaivik Setu—meaning ‘organic bridge’—emerged from Kela’s personal concern over the growing disconnect between consumers and the source of their food. What started as a modest initiative has now become a thriving community platform that promotes chemical-free farming, fair trade and conscious living. Today, Jaivik Setu works with more than 150 farmers and local producers, helping them secure fair prices and consistent support while offering the city’s residents clean, seasonal and trustworthy food options.
But Jaivik Setu is more than just a market. Under Kela’s leadership, it has evolved into a hub for sustainability and awareness. From hosting organic haats and zero-waste workshops to running a natural café and eco-conscious campus, the space serves as a living model of how small, thoughtful choices can lead to large-scale impact. Through educational programmes and hands-on demonstrations, Kela and his team have helped countless families, students and professionals adopt more mindful habits—both in the kitchen and beyond.
During COVID-19 pandemic, when many systems faltered, Jaivik Setu became a pillar of resilience. The platform ensured that local farmers maintained a source of income and that households across Indore continued to receive safe and essential organic produce. It was a clear demonstration of how local, sustainable ecosystems can support communities in times of need.
Recognising his outstanding contribution, Padma Shri Janak Palta McGilligan has endorsed Ambrish Kela as an ‘Angel of Indore’, calling his work a true transformation of the city’s ecological and ethical landscape. ‘What Ambrish has built is not just a platform—it is a movement that reconnects us with nature, health and community,’ she said.
Despite growing recognition, Ambrish Kela remains deeply grounded, always preferring impact over attention. His lifestyle mirrors the same values he promotes—simplicity, integrity and living in harmony with the earth. In a fast-paced world that often prioritises convenience over consciousness, Ambrish Kela offers Indore a more thoughtful path—one that uplifts farmers, empowers communities and nurtures a healthier future for all.
