Why did Samantha invest in this Hyderabad startup? Toxin-free food that grows without soil

Samantha Ruth Prabhu has always been vocal about her love for fresh, healthy food. But what if that passion could spark a larger change in the way we think about farming? That’s exactly what’s happening with Urban Kisan, a Hyderabad-based agri-tech startup that’s caught Samantha’s attention—and her investment. What started as a personal quest for clean, toxin-free food has turned into a collaboration with Urban Kisan, a company breaking barriers with its innovative soil-less farming methods.

The Hyderabad-based venture, which specializes in innovative soil-less farming, is tackling global food security challenges while making non-toxic, fresh produce more accessible.

All that doesn't grow on soil
Can eating just four types of lettuce ensure nutritional security? What’s a vegetable garden without chickpeas, eggplants, or spinach? These questions resonate with the Indian mindset and underscore the limitations of traditional hydroponics. However, Urban Kisan is breaking these boundaries, proving that soil-less farming can deliver diversity and sustainability.

Founded by accounting professional Vihari Kanagalu and biotechnology expert Sairam Pallicherla, Urban Kisan grows around 50 diverse crops—including leafy greens, fruits, and flowers—in vertical farms that require minimal land and sunlight. What sets them apart is their cutting-edge research and innovation, which Samantha recognized early on as a game-changer.

Hyderabad's favourite Farm Bowl
While many hydroponic ventures rely on assembling off-the-shelf components, Urban Kisan develops its own materials, nutrient solutions, climate control systems, and crop varieties. This holistic approach has enabled them to scale their operations and stand out in a competitive sector.

Urban Kisan’s impact extends far beyond India. With its Research & Development headquarters in Hyderabad, the company has expanded to the US, where it builds large-scale hydroponic farms to produce high-quality, non-toxic food. In Hyderabad, their popular "Farm Bowl," packed with fresh hydroponic produce, has become a hit among health-conscious customers.

The startup’s rapid growth caught the attention of global investors like Y Combinator and BASF, and Samantha’s endorsement has further amplified their reach. By combining innovation, sustainability, and scalability, Urban Kisan is not just growing crops—it’s redefining the future of farming.

Samantha’s interest in promoting healthy food
Vihari Kanagolu, founder of Urban Kisan, says that the film star chose to invest in the company because of her passion for supporting initiatives that encourage healthy eating. He highlighted that Samantha was eager to invest even in 2020 when the company was still in its initial stages. She is also keen on becoming an active participant in the company’s ongoing activities.

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