This Diwali, KisaanSay wants consumers to look beyond the box and ask a simple question: where were those dry fruits grown?
The farmer-focused food platform has roped in veteran singer and rapper Baba Sehgal for a campaign encouraging consumers to choose Indian-grown dry fruits over imported alternatives, linking festive gifting with the broader Swadeshi and Atmanirbhar Bharat narrative.
The campaign promotes Kashmiri Walnuts and Mamra Almonds, Nashik Raisins and Konkan Cashews through a song written and performed by Sehgal. He will also launch a consumer contest around the campaign, using music and humour to draw attention to the provenance of dry fruits commonly exchanged during Diwali.
According to industry estimates cited by KisaanSay, India imports more than $3 billion worth of dry fruits and nuts. While dry-fruit boxes remain a popular festive gift, consumers often have limited information about where the produce comes from. KisaanSay wants origin to become a bigger part of the purchase decision, particularly when comparable varieties are grown by Indian farmers.
The campaign will also introduce Indian Dry Fruit Boxes, bringing together produce from established growing regions. KisaanSay says Indian varieties offer a distinctive taste and nutritional profile, with Kashmiri Walnuts and Mamra Almonds known for their natural oil content and sweeter, fuller flavour.
For KisaanSay, the idea is to extend the Made in India conversation beyond manufacturing to include food grown on Indian soil.
“Every Diwali, Indian families spend heavily on dry-fruit gifting, but a significant portion of that money goes towards imported produce even though our farmers grow outstanding walnuts, almonds, cashews and raisins,” said Nitin Puri, Founder and Chief Executive Officer, KisaanSay.
He added, “Choosing Indian-grown dry fruits is a conscious decision for consumers. These products offer exceptional taste, freshness and nutrition. The initiative is good for the farmer, good for the consumer and good for the country. Through Baba Sehgal’s song, we want to make Swadeshi relevant, enjoyable and relevant easy to adopt this festive season.”
KisaanSay expects demand for nuts and dry fruits to rise by around 50% during Diwali, with nuts currently accounting for approximately 25% of its business.
The Gurugram-based company works with 50,000 farmers across 11 states and serves more than 200,000 customers in India. Its products are sourced from identified agricultural regions and processed and packed close to their place of origin, with its co-branding and co-profit model designed to increase farmer participation in the food value chain.
In 2026, KisaanSay raised ₹34 crore, led by NABVENTURES, to expand its farmer network, product portfolio and presence across Indian and international markets.
