At around 4 pm, Punjabi singer-cum-marginal farmer Gurmukh Singh, popularly known as Garry Benipal, leaves his Ghasiwala village in Sangrur district for Sunam in his car, with containers of freshly cooked “saag” (leafy vegetables) grown on his family farm, and sells it directly to customers at Mata Modi Chowk by evening.

Gurmukh sells around 125 packets daily, each weighing 500 grams and priced at Rs 100, generating daily income of Rs 10,000 to Rs 12,500. Several customers are regulars, while others are passers-by who come after coming across his videos on social media. Gurmukh says people from as far as Ludhiana have also contacted him, asking if he can supply them.

A singer, a blogger and a farmer — 33-year-old Gurmukh describes the combination as a “Kisan Kalakaar” or a farmer-artist. Despite releasing hit Punjabi songs, he has ventured into selling farm produce and cooked food directly to consumers.…