A second-generation entrepreneur who walked in with a business degree and no farming background, Surya Shastry has spent the better part of two decades making organic food something Indian households actually reach for, not out of trend, but out of trust. "There are a hundred things to worry about in life," he says, setting down his coffee. "Food should not be one of them." At Pure and Sure's warmly lit café in Bengaluru, he spoke to TheGlitz about conviction, complexity, farmers who became partners, and why the word organic on a packet still means everything, if the right person is standing behind it. Read on.