Ajay Gopinath quit Citigroup in 2020 to grow organic microgreens at his house in Kochi, Kerala. He started Grow Greens with just one rack, and now cultivates them in four racks, producing seven to eight kg daily from an 8ft x 8ft (64 sq ft) room. He earns ₹5 lakh monthly from sales to gyms, hospitals, hotels, and retail buyers.