All tech startups want to disrupt the status quo. But when you are disrupting an ancient practice that is predominant in the rural community with generational tradition and established modus operandi, the challenges are beyond infrastructure or literacy gaps. Jiva is overcoming this challenge by operating a “phygital” model. What is “phygital” anyway? Our CEO Ram Mahadevan dissects this peculiar blend of physical and digital model in the latest Crop Chronicle episode.