Indian, September 30, 2026: KisaanSay, the Gurugram-based food brand, has partnered with singer and rapper Baba Sehgal for a Diwali campaign that persuades consumers to choose dry fruits grown by Indian farmers over imported varieties during the festive gifting season.
Key Highlights
- KisaanSay ropes in Baba Sehgal for a Diwali campaign promoting Indian-grown dry fruits.
- The campaign highlights Kashmiri walnuts, mamra almonds, Nashik raisins, and Konkan cashews as alternatives to imported varieties.
- Baba Sehgal has written and performed an original song using music and humour to encourage consumers to check the origin of dry fruits in gift boxes.
- KisaanSay expects 50% demand growth for nuts and dried fruits during Diwali, with the category contributing 25% of its business.
- The initiative aligns with Made in India, Atmanirbhar Bharat, and Swadeshi narratives, aiming to boost farmer incomes and strengthen local processing networks.
Campaign Overview
The campaign, titled “Iss Baar Diwali, Indian Dry Fruit Wali”, promotes Indian-grown nuts and dried fruits. Baba Sehgal will also lead a consumer contest based on the campaign theme, extending the conversation beyond KisaanSay’s products to build wider awareness.
Market Context
India imports over $3 billion worth of dry fruits and nuts annually, yet buyers often lack information about the country of origin. KisaanSay aims to change this by offering traceable, single-origin gift boxes sourced from recognised growing regions.
Nitin Puri, Founder & CEO, KisaanSay, said: “Every Diwali, Indian families spend heavily on dry-fruit gifting, but much of that goes towards imported produce even though our farmers grow high-quality walnuts, almonds, cashews, and raisins. Choosing Indian-grown dry fruits is a conscious decision that directly supports farming communities. Through Baba Sehgal’s song, we want to make buying Swadeshi simple, entertaining, and relevant to Diwali celebrations.”
Company Background
- Works with 50,000 farmers across 11 states and serves 200,000+ customers in India.
- Operates through a co-branding and co-profit model, giving farmer enterprises a greater role in the food value chain.
- Raised ₹34 crore in 2026 in a funding round led by NABVENTURES, to expand farmer networks, product portfolio, and domestic/international presence.
- Campaign Links
Instagram Reel: https://www.instagram.com/reel/DdQehpqtr2b/?stkn=YTF4NXlmdWswaGVy
YouTube Short:
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