Jyotsna founded Lucknow Farmers Market, creating the first sustainable online community in India, connecting grassroot-level entrepreneurs and farmers with consumers within an interactive space to learn to live sustainably. Before this, she was the Founder of the Mango Festival of Uttar Pradesh (UP), the north Indian state the fruit is renowned for. An MBA from CASS Business School London, she has over 20 years of experience worldwide in International Marketing, having lived and worked in Dubai, London, Mumbai and Delhi. Ultimately, she chose to return to India and work in rural UP. This work focuses on sustainable livelihood, sanitation, women's empowerment and health, and menstrual hygiene.