In this Dilse Omni Talks episode, Nitin Puri of KisaanSay explains how the farmer-to-consumer (F2C) model doubles farmer incomes, builds trust through co-branding, and uses organic content and omni-channel distribution to scale a natural food brand.
A short editorial from the VEONIB team on why this content matters.
SEONIB's take: KisaanSay proves that co-branding and 50-50 profit sharing make the F2C model profitable and scalable.
Unlike generic farm-to-fork stories, this episode shares specific farmer economics and zero-budget organic marketing tactics that other food brands can copy.
Agri-food founders and omni-channel marketers should adopt education-first content before scaling distribution.
A direct farmer-to-consumer supply chain that cuts intermediaries to give farmers a larger share of the final price.
KisaanSay splits profits 50-50 with farmer groups after deducting operational, supply chain, and marketing costs.
Putting both KisaanSay and the farmer group logo on packs to build authenticity, transparency, and farmer pride.
Using unpaid LinkedIn content and storytelling to build trust, awareness, and a community of followers.
Selling through website, app, marketplaces like Amazon and Blinkit, and physical stores in Delhi NCR.
Geographical Indication tag that identifies products with origin-based quality, such as Gorakhpur kala namak rice.
A traditional short-grain rice from Gorakhpur with distinct aroma and taste, often misunderstood as broken rice.
The idea that real, unmodified foods are naturally uneven in size and appearance, requiring consumer education.
What is the F2C business model used by KisaanSay?
F2C stands for Farmer to Consumer; KisaanSay connects farmer groups directly to consumers, giving farmers a fair share instead of intermediaries.
How much of the consumer rupee reaches farmers in KisaanSay's model?
In a traditional Indian supply chain, farmers get around Rs 30 of every Rs 100; KisaanSay says it is able to give Rs 50-60 to farmers.
How does KisaanSay share profits with farmers?
After deducting operational costs of the farmer group and KisaanSay's distribution/marketing costs, the remaining profit is shared 50-50 between KisaanSay and the farmer group.
Why does KisaanSay put farmer group logos on packaging?
To create transparency and traceability, give consumers confidence in authenticity, and give farmers pride and ownership.
Is KisaanSay's marketing paid?
Mostly organic; between personal and brand LinkedIn profiles they have roughly 60,000 followers without spending a single rupee on ads.
Which channels does KisaanSay use to sell products?
Its website, a newly launched app, Amazon and select marketplaces like Blinkit, plus around 60 physical stores in Delhi NCR including Reliance Retail and supermarkets.
From how many Indian cities does KisaanSay get orders?
It receives orders from 492 Indian cities—about two-thirds of India's 750 districts, including tier-2/3 cities and remote locations.
Why do some consumers think KisaanSay's rice is broken or rejected?
Traditionally grown short-grain rice like Gorakhpur kala namak looks different from long-grain polished rice, so consumers mistake it for broken rice until they taste it.
How does KisaanSay handle customer expectations for natural foods?
It uses education, sampling, and blind tastings; for example, Kashmiri mamra almonds are smaller than imported ones but win on taste once people try them.
What role does omni-channel strategy play for KisaanSay?
It combines sales, marketing, and experience—using content awareness to drive discovery, marketplaces and retail for distribution, and the app to build repeat purchases.