KisaanSay is a pioneering agritech startup that is redefining the way farmers engage with markets. By leveraging a co-brand and co-profit model, the company empowers Farmer Producer Companies (FPCs) to process, brand, and sell their produce directly to consumers, ensuring better income and market access. Recently, KisaanSay secured ₹17.29 crore ($2 million) in a pre-seed funding round, led by Jungle Ventures, to scale its operations, expand its farmer network, and strengthen its technology-driven supply chain.
In this freewheeling conversation with Surender Kumar Dhaleta of Agrotech Space, Nitin Puri, Founder of KisaanSay, shares his insights on the agritech space, the company’s unique business model, and the future of farmer-led enterprises. Following are the edited excerpts from the interview:
Agrotech Space: First of all, what’s your reaction to the budget? I mean, there’s nothing for agritech. We were hoping after big announcements in the previous budget, there would be more incentives for agritech in this budget.
Nitin Puri: The global economy is going through a challenging period, and while India is relatively better off, we cannot ignore the signs of slowing demand. If we analyze the financial performance of listed companies across various sectors, such as motorcycles, consumer goods, and vehicles, we can clearly see that demand has been tapering off over the past few quarters. While supply-side interventions were crucial in the past few years, there is now an evident shift in focus toward demand-side measures.
From an agritech perspective, there were no direct incentives in this budget, which is somewhat disappointing. We had seen significant funds allocated to NABARD and other agrarian infrastructure in the previous years, but this time, there was a noticeable absence of any major initiatives. However, it is important to understand that government priorities shift based on macroeconomic conditions. The available financial resources remain finite, and given the recent investments in agriculture, it is possible that priority has now shifted towards areas like defence, railways, and other infrastructure projects.
Historically, the government has never been a significant direct investor in agritech. Instead, their focus has been on strengthening rural infrastructure—developing farmer producer companies (FPCs), warehousing facilities, food processing units, and schemes like the Agri-Infrastructure Fund. While these efforts have created a ripple effect in rural India, private investment in agritech remains relatively weak. One key reason for this is the perception that agriculture is highly regulated and unpredictable, with frequent policy shifts affecting pricing, export-import policies, and stockholding limits. This discourages private investors from committing large-scale funding into the sector.
Agrotech Space: You have had an extensive career spanning ITC, Reliance Retail, MCX, and Yes Bank. What inspired you to transition from corporate leadership to entrepreneurship in the agribusiness space?
Nitin Puri:I have spent 25 years in the agribusiness space, working across the entire value chain—commodity sourcing, procurement, retail, finance, and supply chain management. At ITC, I managed the e-Choupal initiative for North India, overseeing procurement and trading operations across Rajasthan, UP, and Haryana. At Reliance Retail, I headed the cereals vertical, focusing on rice, pulses, and staples. My time at MCX exposed me to commodity trading, and at Yes Bank, I led agri-project financing, working closely with major agribusinesses and startups. This diverse exposure gave me a ringside view of the gaps in the agricultural ecosystem.
What truly drove me toward entrepreneurship was the realization that despite India being one of the largest agricultural producers, the domestic consumer was not getting access to high-quality produce, while farmers were struggling to get fair value for their goods.
Over the years, I observed that the best produce—premium lentils, spices, dry fruits, and staples—was being exported or procured by niche players, while the domestic market was flooded with subpar quality. This paradox intrigued me. Why should Indian consumers settle for lower-quality food when we produce some of the finest agricultural products?
My experience had also taught me that solving these challenges required an ecosystem approach. Merely working with farmers or building a supply chain was not enough. The problem had to be tackled holistically, ensuring transparency, farmer engagement, branding, and end-consumer awareness. This led to the birth of KisaanSay, which aimed to bridge this gap by providing high-quality produce directly from farmers while ensuring they received their fair share of profits.
Agrotech Space: What was the defining moment that led to the creation of KisaanSay? And what gap in the market were you aiming to fill?
Nitin Puri:The defining moment was a blend of personal experiences and professional observations. During my years in the industry, I frequently travelled to rural areas and engaged with farmers. The contrast between what was available in villages versus urban markets was striking. For instance, I would see incredibly high-quality spices, lentils, and walnuts being produced, yet the urban consumer had no access to them. Instead, they were consuming low-grade, imported, or adulterated versions of these very products.
The COVID-19 pandemic further reinforced my belief that there was a critical gap to be filled. When supply chains were disrupted, many consumers started sourcing directly from farmers and realizing the difference in quality. I personally started ordering produce from rural India, and the difference was stark. This was not just about quality—it was about the disconnect between the producer and the consumer. Farmers were selling their produce at throwaway prices to middlemen, while consumers were paying a premium for often subpar alternatives. I saw this as both a challenge and an opportunity—to build an ethical and efficient supply chain that connects farmers to consumers in a meaningful way.
Agrotech Space: Having studied at IRMA and Cornell, how did your education influence your approach to building a farmer-centric enterprise?
Nitin Puri:My education at IRMA played a pivotal role in shaping my understanding of rural economics and cooperative business models. IRMA’s founding principles, based on the vision of Dr. Verghese Kurien, emphasized farmer empowerment through cooperative structures. Amul was a benchmark model—where the farmer was not just a supplier but a stakeholder in the value chain. This philosophy heavily influenced KisaanSay’s model of co-branding and co-profit sharing.
My exposure at Cornell, on the other hand, provided me with global insights into food systems, agritech, and consumer preferences. I realized that many developed markets had structured systems that ensured farmers were integrated into the value chain, whereas in India, farmers were still at the mercy of intermediaries. This reinforced my belief that an integrated farmer-led model was essential to ensure sustainability and fairness in agriculture.
Agrotech Space: KisaanSay follows a unique co-brand & co-profit model. Could you elaborate on how this works and benefits farmers?
Nitin Puri:Our model ensures that farmers are not just suppliers but active participants in the value chain. The “co-branding” aspect means that every product carries the identity of the region and the farmer producer company (FPC) that grows it. For example, if a consumer buys Kashmiri walnuts from KisaanSay, they will see a “Pin” on the package, which identifies the source region and the FPC that packed it. This builds trust and allows consumers to connect with the origins of their food.
The “co-profit” model ensures that farmers receive more than just the base price of their produce. Typically, farmers get around 30% of the consumer price in India. Our model encourages farmers to take an extra step—sorting, grading, and packing—so that they can command a better price. If a product sells for Rs. 100, instead of earning just Rs. 30, farmers invest Rs. 10 in minor processing, increasing their return to Rs. 50 or more. This effectively doubles their income.
Our model is about empowering farmers while giving consumers access to high-quality, authentic products. It ensures sustainability by incentivizing farmers to invest in better post-harvest practices, which improves both quality and profitability.
Agrotech Space: The concept of the “Pin” as an identity for products is unique. How did this idea come about, and what impact do you think it has on consumer trust?
Nitin Puri: The idea of the “Pin” originated from a fundamental need to establish traceability and authenticity in agricultural products. In India, food fraud and adulteration are rampant, and consumers often do not know where their food is coming from. The “Pin” system provides a way for consumers to verify the origin of their purchases, much like a geographical indication (GI) tag but with even more granularity.
Each “Pin” on a KisaanSay product corresponds to a specific Farmer Producer Company (FPC) and region. This allows consumers to know exactly which group of farmers has produced their food. Moreover, it builds trust by offering complete transparency—if a consumer wants to know more, they can scan the QR code on the package and access information about the farmers, the processing methods, and even testimonials.
Beyond consumer trust, the “Pin” also empowers farmers by giving them visibility. Instead of being anonymous contributors to a bulk commodity supply chain, they now have a name and identity in the market. This incentivizes them to maintain high standards of production and post-harvest handling since they are directly associated with the product.
Agrotech Space: KisaanSay operates in collaboration with Farmer Producer Companies (FPCs). What are some key challenges you faced in building and managing this network?
Nitin Puri: Collaborating with FPCs has been both rewarding and challenging. The biggest challenge has been identifying and engaging with well-functioning FPCs. While the government has promoted the formation of over 20,000 FPCs… finding FPCs that have both the capability and willingness to work in a structured market has required extensive ground-level engagement.
Another challenge has been ensuring standardization and quality control. Many FPCs have not previously worked with strict quality parameters, so implementing consistent processes—such as sorting, grading, and hygiene compliance—requires significant training and oversight. We have partnered with food safety experts and organizations like FSSAI and FICSI to provide training programs, but the learning curve remains steep.
Finally, trust-building is crucial. Farmers are accustomed to dealing with intermediaries who often exploit them, so convincing them that our model genuinely works in their favour has taken time. We have had to demonstrate tangible financial benefits and long-term security before gaining their confidence.
Agrotech Space: How does KisaanSay help farmers move up the value chain beyond just selling raw produce?
Nitin Puri: One of the key ways KisaanSay helps farmers move up the value chain is by enabling them to engage in primary processing and packaging. Instead of selling raw produce at low margins, we encourage farmers to invest in minimal processing—such as cleaning, grading, and vacuum-packing—at the source. This allows them to command a higher price in the market.
In addition to infrastructure, we provide branding and marketing support. Most farmers do not have access to professional packaging or retail channels. By co-branding products with FPCs, we give them direct entry into premium retail segments, both online and offline.
We are also introducing new product categories that allow for further value addition. For instance, rather than just selling raw millets, we are developing millet-based pre-mixes that can be used for quick and healthy meals. This benefits farmers by increasing demand for their produce while also addressing changing consumer preferences.
Agrotech Space: What were some of the biggest challenges you faced in launching KisaanSay, and how did you overcome them?
Nitin Puri: One of the biggest initial challenges was securing consumer trust. People were sceptical about whether small-scale farmer groups could consistently deliver high-quality products. To address this, we conducted extensive product sampling and direct engagement. We also worked with food certification bodies to validate our quality claims.
On the supply side, logistics was a major hurdle. Since we source from multiple remote locations, ensuring seamless supply chain operations required setting up regional aggregation hubs. We now have a decentralized supply chain where FPCs handle primary processing, and final dispatch happens from strategically located warehouses.
Another challenge was getting farmers to shift from traditional bulk sales to our co-branding model. Initially, many farmers were hesitant, fearing they would not get their payments on time or that their earnings might be lower than conventional methods. We addressed this by providing upfront payments and maintaining complete transparency in profit-sharing calculations. Over time, as farmers saw the financial benefits, their participation increased.
Agrotech Space: What role does technology play in KisaanSay’s operations, and how do you plan to leverage it further?
Nitin Puri: Technology is at the heart of KisaanSay’s operations. We are building a full-stack digital ecosystem that connects farmers, supply chain partners, and consumers. Our farmer app allows FPCs to track inventory, receive real-time updates on sales, and even access financing options.
For consumers, we are implementing blockchain-based traceability, where they can scan a QR code and see the journey of their product—from farm to packaging to retail. This builds transparency and trust. We are also using AI-driven demand forecasting to optimize inventory management and logistics, ensuring that farmers can match their supply with real-time demand.
Agrotech Space: What are some upcoming products or initiatives that KisaanSay is working on?
Nitin Puri: We are expanding into quick-commerce and modern retail, ensuring our products are available on platforms like Zepto and Blinkit. We are also launching a premium range of minimally processed foods such as millet-based snacks, functional rice varieties, and natural sweeteners.
International expansion is another major initiative. We are launching in Dubai under the APEDA (Agricultural and Processed Food Products Export Development Authority) pavilion, which will open global markets for our farmers. This will not only increase demand but also establish Indian-origin products as premium-quality offerings worldwide.
Additionally, we are working with food scientists and nutritionists to innovate and develop new product categories that align with consumer trends and health-conscious lifestyles.
Also read: A Conversation with Kanika Sood: Revolutionizing Agriculture with Sustainability and Agrotech
Agrotech Space: Where do you see KisaanSay in the next five years, and what are your expansion plans?
Nitin Puri: In the next five years, KisaanSay aims to collaborate with at least 100 well-functioning FPCs and expand our presence across all major retail formats. Our goal is to become the leading farmer-first brand in India, where consumers actively seek products because they trust their origin and quality.
We also want to strengthen our technology infrastructure. Our vision includes an integrated digital ecosystem where farmers can track their inventory and payments in real-time, and consumers can get detailed insights into the provenance of their food.
Finally, we plan to establish physical KisaanSay retail spaces where people can directly engage with the brand, experience the products, and understand the stories of the farmers behind them.
Agrotech Space: Do you see opportunities for agri-tourism or farm-to-table experiences as part of KisaanSay’s expansion?
Nitin Puri: Yes, absolutely. There is a growing interest among urban consumers to reconnect with the origins of their food. We are already piloting agri-tourism initiatives in select regions where consumers can visit farms, interact with farmers, and experience the entire process—from harvesting to processing to packaging.
Similarly, the farm-to-table movement is gaining traction. We are exploring partnerships with restaurants and organic cafés that want to source directly from our farmer network, ensuring quality and freshness while promoting sustainable agricultural practices.
Agrotech Space: Do you foresee any policy changes or government support that could further help farmer-led enterprises like KisaanSay?
Nitin Puri: Continued investment in rural infrastructure and credit access for FPCs would be beneficial. Additionally, policy support for direct farmer-to-consumer commerce could eliminate unnecessary intermediaries and boost rural incomes.
Agrotech Space: What is the most fulfilling part of your journey with KisaanSay so far?
Nitin Puri: Seeing farmers gain confidence in their own products and watching consumers develop a preference for authentic, locally sourced food has been incredibly fulfilling. The fact that we are able to create an ecosystem where both farmers and consumers benefit is our greatest success.
Agrotech Space: If you had to give one piece of advice to young entrepreneurs entering the agritech and food space, what would it be?
Nitin Puri: My biggest advice would be to start by deeply understanding the problem before jumping to a solution. Too many startups develop a product or service first and then try to find a problem it can solve. Agriculture and food supply chains are intricate and require deep field knowledge. Spend time on the ground, speak to farmers, and understand their pain points before developing a solution.
Also, patience is key. Agritech is not like traditional tech startups, where rapid scaling is possible. Adoption cycles are longer, regulations are involved, and you are dealing with multiple stakeholders, from farmers to consumers to policymakers. Building credibility and trust in this sector takes time, and you need to be prepared for a long-term commitment.
Agrotech Space: Looking ahead, what legacy do you hope KisaanSay will create?
Nitin Puri: The ultimate vision for KisaanSay is to establish a self-sustaining ecosystem where farmers are empowered and recognized as equal stakeholders in the food industry. We want to redefine the way consumers engage with food—moving from anonymous mass production to a more conscious and ethical consumption model.
If, ten years from now, KisaanSay has helped create a network of thriving farmer-owned brands that are trusted by millions of consumers, then we would have truly succeeded in our mission.
