The farm-to-consumer brand is strengthening its digital distribution across six major Indian markets to tap festive demand for Indian-origin dry fruits and improve market access for farmers.
KisaanSay, a farm-to-consumer food brand, is targeting around 50% growth during the Diwali season as it expands its presence across e-commerce and quick-commerce platforms. The company is strengthening its digital distribution to reach more consumers with Indian-origin produce while creating better income opportunities for farmers.
The brand has expanded its availability through Amazon Now, Blinkit and Solgram across six markets: Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Ahmedabad. The expansion is designed to capture seasonal demand for dry fruits, driven by festive gifting and household consumption.
KisaanSay’s festive portfolio includes Indian-origin products such as Kashmiri walnuts, Mamra almonds, Konkan cashews and Nashik raisins. By making these products accessible through digital retail channels, the company aims to improve convenience for consumers during the peak festive shopping period.
According to the company, KisaanSay typically records around 50% growth during Diwali. Founder and CEO Nitin Puri said the objective extends beyond higher sales to creating better income opportunities for farmers. He added that the company aims to connect more consumers with Indian-origin produce through digital channels.
KisaanSay works with 25 Farmer Producer Organisations and Farmer Producer Companies (FPOs/FPCs), representing more than 50,000 farmers across 10 states. Its business model connects agricultural producers with consumers through a Co-Curate, Co-Brand and Co-Own approach.
This model places farmer-linked produce at the centre of the brand’s business while seeking to widen its market access through contemporary distribution networks. Expanding across e-commerce and quick-commerce platforms allows KisaanSay to reach consumers where they increasingly shop, particularly during high-demand festive periods.
The expansion highlights the role of digital retail in helping farm-linked brands improve product discovery and availability. For KisaanSay, the Diwali season presents an opportunity to combine festive demand with a wider distribution network, bringing regionally sourced Indian produce to more households while strengthening connections between farmers and consumers.
As the brand scales its digital presence, its focus remains on seasonal growth, wider consumer reach and better market access for farmer-linked products.
Source: Based on publicly available reporting by ET retail, with additional editorial adaptation and analysis.
