In the bustling world of entrepreneurship, sometimes unexpected turns lead to remarkable ventures. The story of Farmley, founded in July 2017, is a testament to such twists of fate. Abhishek Agarwal, an IIT Roorkee engineer, began his entrepreneurial journey with a focus on intercity trucking. However, fate intervened when he crossed paths with Akash, an IIT Delhi graduate and his flatmate. Together, they ventured into the agricultural sector, giving birth to Farmley.
Farmley, at its core, is a brand driven by the passion to offer consumers adulteration-free dry fruits and nuts directly sourced from farmers and producers. Abhishek Agarwal reflects on the inspiration, saying, "Our creative innovation and extensive R&D led to a diverse range of products."
Farmley's Core Philosophy: Nurturing Well-being through Snacking
The core philosophy of Farmley revolves around providing consumers with a wide variety of healthy snacking products derived from dry fruits and nuts. The mission is to redefine the snacking landscape, offering not just snacks but a lifestyle that nurtures well-being.
Abhishek Agarwal emphasizes the evolution of Farmley's mission, stating, "Today, our overarching mission is centered on customer satisfaction, product excellence, and expanding our presence both offline and internationally."
Joining Forces with Rahul Dravid
A significant milestone in Farmley's success is its collaboration with former Indian cricketer and head coach, Rahul Dravid, as the brand ambassador. This partnership reinforces the dedication to providing high-quality, wholesome products and connects Farmley with a wider audience. Abhishek Agarwal explains, "The collaboration strengthens our brand image and demonstrates our commitment to delivering exceptional products that delight our customers."
Diverse Product Portfolio: Elevating the Snacking Experience
As a full-stack brand, Farmley takes pride in offering an extensive range of over 100 products, covering everything under the umbrella of dry fruits and nuts. From traditional options like Panchmeva and Black Raisins to exotic assortments like Dried Apricots and Premium Greek Blackcurrant, Farmley's product portfolio is designed to elevate the snacking experience.
Abhishek Agarwal highlights Farmley's dedication to innovation, mentioning, "We are continuously working on introducing new-to-market products that leverage product and packaging innovation to deliver exciting, tasty, and healthy snacks to our valued customers."
Munchies – A Healthier Alternative to Snacking
Farmley announced its expansion into the chips and crisps market with "Munchies." Crafted from wholesome ingredients, these snack sticks made from Makhanas offer a healthier alternative to traditional fried snacks. The launch, featuring two flavors – Masala Munchies and Achaari Munchies, aligns with Farmley's commitment to redefining the snacking experience.
Abhishek Sharma, Founder of Farmley, expresses his excitement, stating, "Munchies is not just a snack; it's a commitment to redefining the way we snack."
Read More at: Farmley Elevates Healthy Snacking Space with Innovative Munchies Snack Sticks
What Sets Farmley Apart: A Commitment to Quality and Purity
Farmley distinguishes itself in the industry through various features that set it apart. The commitment to providing adulteration-free products is evident in the deep back-end linkages with over 5000 trusted farmers and producers. The brand's focus on innovation and R&D is showcased by unique offerings like the world's 1st pasta made from Makhanas.
Abhishek Agarwal elaborates, "Our focus on creative innovation and extensive research and development allows us to curate unique and innovative products that blend health and taste."
Impressive Growth Trajectory: A Brand to Watch
Farmley's growth in just two years is nothing short of remarkable. Achieving an Annual Recurring Revenue (ARR) of Rs 250 Crore and maintaining a Net Promoter Score (NPS) of 90 percent for their value-added range demonstrates the brand's rapid success. Abhishek Agarwal attributes this to dedication, stating, "Our dedication to providing high-quality products and innovative offerings is evident in our outstanding Net Promoter Score (NPS)."
Future Vision: Scaling Up and Going Global
Looking ahead, Farmley envisions scaling up its healthy snacking range and optimizing its distribution chain. The brand aims to enhance accessibility for existing customers and attract new ones by expanding its presence in offline channels. Additionally, Farmley plans to actively enter international markets, emphasizing their Makhana-based products.
Abhishek Agarwal outlines the future strategies, saying, "Our commitment to offering a wide range of healthy snacks and strategic market expansion underscores our vision for sustained growth."
Looking into the future, Farmley envisions scaling up its presence in offline channels, expanding its healthy snacking proposition, and venturing into exports with a focus on Makhana-based products.
In conclusion, Farmley's journey is a fusion of passion, commitment to quality, and a drive to make a positive impact in the agricultural sector. As the brand continues to innovate and expand, it stands as a beacon in the healthy snacking industry, offering consumers not just snacks but a wholesome lifestyle. With impressive growth, notable collaborations, and a commitment to excellence, Farmley is a brand to watch in the years to come.
In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.
Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”
Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.
Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.
A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.
Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”
Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.
By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.
Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.
“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.
Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.
“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.
Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.
“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.
Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.
Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.
“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.
Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.
“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.
Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.
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