KisaanSay targets 500 FPO tie-ups in 5 years with unique co-branded model

KisaanSay, a B2C food brand sourcing directly from farmers, plans to partner with 500 Farmer Producer Organisations (FPOs) over the next 4–5 years.

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KisaanSay, a B2C company selling food products after sourcing directly from farmers, aims to tie up with 500 farmer producer organisations (FPOs) in next 4-5 years after working with such entities in last two years and has offered them to get into a profit sharing agreement to sell their produce under a “co-branded model”.

Participating in the weekly webinar on Thursday, KisaanSay’s founder, Nitin Puri, stated that through 20 farmer producer companies, the organisation has reached out to 50,000 farmers and added over 100 products to its portfolio so far.

Supply chain strategy

“We aim to take our partnership with FPOs to 500 in next 4-5 years. Our is a unique model where we do hand holding to the FPOs after entering into a formal agreement. While the production responsibility lies with the FPO, which has also to bear the entire cost of production, KisaanSay does the marketing and the profit is shared on 50:50 basis,” Puri told businessline.

He said the company supplies the packaging material, which the FPOs will use to pack after conforming to quality standards, and then send it to the central warehouse, from where it is redistributed everywhere.

Asked if it does not add to the logistics costs if a product from an FPO of Maharashtra, for instance, first reaches Delhi and again sent to a consumer in Mumbai, Puri said the company plans to open up distribution centres across the country, depending on scale of sales, so that from the producing location of the FPO, it can be directly sent to those distribution centres.

Stating that the brand is already present on many online and quick commerce platforms, including Amazon, Reliance Jio, Zepto, Blinkit, and Big Basket, he said the products will soon be available on Flipkart in minutes.

The potential for a single FPO is to generate ₹4 crore in annual revenue, apart from profit as an additional incentive, he said, adding that some of the partner FPOs have already crossed ₹50 lakh in turnover after joining KisaanSay.

Puri also said that the company is at an advanced stage of finalising deals to sell its products in Dubai both online and offline. He attributed the brand’s penetration to aggressive social media advertising.

The weekly webinar on Thursday has been organised by the Union Agriculture Ministry at the initiative of Secretary Devesh Chaturvedi, providing representatives of FPOs an opportunity to directly interact with private company officials and others.

Published on July 3, 2025