In a move that underlines India's rising goal to combine technology and traditional wellness, the India Chambers has named Amit Srivastava, Founder and CEO of NutrifyToday, to its Rural Economic Forum Governing Board under the centrepiece One India Project. Dr Nitin Pangotra leads this effort, which intends to develop long-term economic prospects in rural India by connecting farmers, innovators, and markets via technology, supply chain reform, and scientific validation. 

Srivastava's appointment isn't just symbolic. His platform, NutrifyGenie AI, has received international attention for its rigorous datasets enabling peer-reviewed research in the nutraceutical space, which includes plant-based supplements and fortified food products made from conventional components. His selection represents a shift in India's perspective on rural development, which is now viewed as a launchpad for global food-tech innovation rather than just poverty reduction. 

"These homegrown innovations demonstrate India's emergence as a global nutraceutical science hub," the doctor said. "Amit's dedication to responsible nutritional science and his success in democratising supply chains make him the ideal leader." 

According to research by the Confederation of Indian Industry (CII), India's nutraceutical business has expanded tenfold over the last decade, from $2 billion in 2015 to a projected $20 billion by 2025. With an annual growth rate of roughly 13.5%, the country has become one of the world's fastest-growing marketplaces. 

This increase isn't limited to urban laboratories. Many high-value components, like ashwagandha, turmeric, giloy, and moringa, come from rural farms. However, factors such as adulteration, a lack of standardisation, and broken supply chains limit rural farmers' access to value-added earnings. 

Srivastava's agenda addresses such issues immediately. One significant endeavour is to integrate AI-driven traceability, which ensures that every step—from soil quality to packaging—is tracked and recorded. The process not only enhances quality assurance but also increases trust among global purchasers. 

Another key component of the policy is to encourage smallholder farmers to grow medicinal crops organically, providing them with access to official markets. With certified organic farming, they can command higher rates while ensuring sustainability. 

For example, the Indian Council of Agricultural Research (ICAR) has shown that cultivating medicinal plants on degraded soils can boost rural income by 30–50%, particularly when combined with structured procurement networks. 

Furthermore, a partnership with IIT Kanpur and the Indian Council of Medical Research (ICMR) intends to develop a National Nutritional Security Roadmap—a policy-level intervention that combines science, agriculture, and public health. 

A lesser-known but critical part is the Forum's GauVan project, which combines carbon sequestration (absorbing atmospheric carbon) with income generation. The initiative encourages livestock and agroforestry techniques that enhance soil, trap carbon, and supply raw materials for the nutraceutical industry, linking climate aims to local economies. 

South Asia, particularly India, bears a double burden of malnutrition: obesity in urban regions and undernutrition in rural areas. According to NFHS-5 (2019-21), 35.5% of children under five are stunted, and 32.1% are underweight. Nutraceuticals, when ethically manufactured and delivered, can help overcome dietary gaps, especially among vulnerable groups. 

"A purpose-driven startup culture has taught us that when the purpose is clear, the path emerges," Srivastava told me. "I'm honoured to collaborate with thousands of rural entrepreneurs on this $100 billion vision." 

Srivastava's appointment is more than just a personal milestone; it signals a shifting policy landscape in which rural India is no longer viewed as a welfare zone but rather as a hub of scalable innovation. If successful, the One India Project has the potential to transform how nations address nutrition, climate change, and economic justice—all beginning in the village.