KisaanSay sells single-origin Indian groceries sourced from farmer enterprises and brought to consumers through online and offline channels. The KisaanSay funding news is that the Gurugram-based startup has raised ₹34 crore in a Series A round led by NABVENTURES-managed AgriSURE Fund to improve supply-chain efficiency and spend more on distribution, marketing, hiring, and tech. Indian food retail still makes it oddly hard to know where staples really come from and even harder for farmers to keep a meaningful share of the value. Founded in 2023 by Nitin Puri, Manoj Karki, and Vaishali Puri, KisaanSay is trying to build a cleaner line between origin and shelf.
What does KisaanSay actually do?
KisaanSay is a provenance-led grocery brand. A customer lands on the store, shops by category, state, or health concern, picks products like Kalanamak rice, bilona ghee, wood-pressed mustard oil, raisins, walnuts, pulses, spices, or pickles, and places an order through the brand’s D2C channel. The same assortment also reaches buyers through ecommerce marketplaces and offline retail. So the business looks less like a niche farm box and more like a branded staples company built around origin.
What’s different is how the products are framed. KisaanSay sells “packed at origin” food, pushes a “seal of origin” proposition, and highlights the geography behind products rather than treating them as generic commodities. On its storefront, shoppers can browse by state Rajasthan, Uttar Pradesh, Uttarakhand, Jammu & Kashmir, Maharashtra, Kerala, Gujarat. That tells you the brand is selling traceability as much as groceries.
The product detail pages make the model more concrete. Its Chambal A2 Desi Cow Ghee is positioned as small-batch, bilona-churned ghee from free-grazing desi cows. A featured combo pairs that ghee with Gorakhpur Kalanamak rice, which KisaanSay markets as low-GI and nutrient-dense. So the customer experience isn’t “buy rice.” It’s “buy a region, a method, and a story you can repeat at the dinner table.” If the quality holds up.
That’s the manual work the company is trying to remove. Instead of making urban buyers hunt through premium stores, WhatsApp sellers, and vague “organic” labels, KisaanSay packages discovery, provenance, and checkout in one place. On the supply side, it uses a co-brand and co-profit model with farmer collectives and FPCs. That’s a much more ambitious idea than simply buying cheap at farmgate and reselling at a premium.
What does the KisaanSay funding tell us about the founders?
The founding story
KisaanSay launched in 2023 with a plan to connect farmers directly with consumers through authentic staples sourced from across India. The business started with a simple but commercially sharp thesis: Indian buyers will pay more for food if origin, processing, and trust are made legible. By April 2026, that thesis had turned into a catalog of 100+ SKUs across 12 categories and partnerships with 25 farmer enterprises representing around 50,000 farmers across 9 states.
Why the founders look credible
Nitin Puri looks like the obvious operating anchor here. Before KisaanSay, he worked across FarMart, Innoterra, Yes Bank, MCX, Aditya Birla Group, Reliance Retail, and ITC. That mix spans agri marketplaces, agri-finance, commodities, and food retail. It’s unusually relevant experience for a company that has to manage sourcing, farmer relationships, margin discipline, and consumer positioning all at once.
Vaishali Puri brings a finance background and previously worked at SEWA Grih Rin Limited, where she led accounts and finance. That matters more than it sounds. Grocery brands don’t usually fail because the Instagram page looks bad; they fail because inventory, working capital, and distribution math get ugly fast.
Early traction and fundraising history
The company’s first outside round came on January 18, 2025, when it raised $2 million in a pre-seed round led by Jungle Ventures through First Cheque@Jungle, with participation from senior leaders in the food industry. At that point, KisaanSay had 80+ products across 12 categories, worked with 20 farmer collectives, and already had omnichannel distribution including Delhi NCR retail. The new Series A suggests those early signals were good enough to attract a more thesis-driven agriculture investor.
The latest KisaanSay funding round announced on April 7, 2026 brings in ₹34 crore from NABVENTURES through AgriSURE Fund, with senior industry leaders also participating. The money will go into distribution, marketing, brand building, hiring, full-stack tech, and supply-chain efficiency. Sensible priorities.
How KisaanSay is positioned against rivals
KisaanSay isn’t alone. Anveshan raised about ₹48 crore in 2025, and Two Brothers Organic Farms raised ₹110 crore later that year as investor appetite for clean-label, traceable food picked up. Bigger incumbents matter too: Tata Consumer bought Organic India in January 2024, and ITC acquired 24 Mantra Organic in April 2025. So the competition isn’t just other startups. It’s premium grocery brands with serious distribution muscle.
KisaanSay is taking a slightly different lane. It calls itself India’s first place-of-origin grocery brand, emphasizes minimal processing and packaging at source, and says more than 50% of what a consumer spends goes directly to farmers. That gives it a sharper identity than a generic “healthy food” label. It also means execution has to be airtight, because once you sell provenance, inconsistency becomes a much bigger risk.
Why does the KisaanSay funding round matter?
This round matters because grocery scale is brutally operational. A brand can win early on storytelling, but once volumes rise, the hard stuff takes over — procurement discipline, batch consistency, fulfillment, packaging, replenishment, and offline sell-through. KisaanSay is using the fresh money to tighten supply chains and widen distribution. That suggests management understands the next bottleneck isn’t awareness alone. It’s execution.
The investor choice matters too. NABVENTURES isn’t a random consumer-tech fund chasing a trend; it sits close to the agriculture and rural economy through NABARD, and AgriSURE was built to support agri and rural startups with stronger farm-to-market links. If KisaanSay can plug into that network of farmer institutions and FPCs, the upside isn’t just more SKUs. It’s deeper supply access that competitors may take years to build.
There’s a sharper point here. Brands like this often get praised for mission and taste, but the real test is whether they can become habit purchases, not gift-box curiosities. This KisaanSay funding round gives the company a shot at becoming a real retail business instead of staying a very good story.
How does KisaanSay funding fit India’s D2C food boom?
The backdrop is strong. Redseer estimates India’s D2C market could reach as much as $35 billion by 2027, growing much faster than broader retail, while India’s e-tailing market is projected to hit $300 billion by 2030. That’s a huge tailwind for any brand that can combine its own website with marketplaces and offline retail rather than betting on one channel alone.
Food is getting its own structural push. Mint reported in October 2025 that India’s organic food market domestic plus exports was around ₹10,000 crore, while health-oriented foods and beverages had reached ₹63,093 crore in value after growing at 11.7% annually over 4 years. That’s not just affluent wellness chatter anymore. It’s big enough to move capital.
Consumer behavior lines up with that. Buyers increasingly want clean labels, traceability, regional authenticity, and products that feel less industrial. At the same time, stronger logistics and the rise of farmer collectives and FPOs make it more feasible to source from origin without the entire model collapsing under inefficiency. That’s why more investors are backing brands that sit somewhere between consumer packaged goods, agritech, and modern retail.
What should you watch next?
The easiest thing to admire about KisaanSay is the story. The harder thing and the one that matters now is whether it can turn that story into repeat purchase, reliable margins, and broader retail presence without diluting the origin-first promise. That’s where the new capital will be tested.
The KisaanSay funding round gives the company room to build, but the next signal to watch is simple: can it keep product trust intact while scaling beyond early-adopter consumers in Delhi NCR and online premium grocery buyers? If it can, this stops being a neat D2C brand and starts looking like a serious new-age food company.
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FAQ
What is the latest KisaanSay funding round?
KisaanSay has raised ₹34 crore in a Series A round led by NABVENTURES through the AgriSURE Fund. The round was announced on April 7, 2026, and follows a $2 million pre-seed raise from Jungle Ventures in January 2025.
How does KisaanSay work for customers?
KisaanSay works like a direct-from-origin grocery storefront focused on traceable staples. Customers can shop products by category, state, or health concern. They can buy items such as bilona ghee, Kalanamak rice, spices, pulses, oils, and dry fruits through the brand’s own site as well as other retail channels.
Who founded KisaanSay?
KisaanSay was founded in 2023 by Nitin Puri, Manoj Karki, and Vaishali Puri. Nitin Puri’s background spans FarMart, Innoterra, Yes Bank, MCX, Reliance Retail, and ITC, while Vaishali Puri has worked in finance leadership, including at SEWA Grih Rin Limited.
Is KisaanSay a D2C food brand or an agritech startup?
It’s both, but the cleaner label is a D2C food brand with deep agritech-style supply relationships. KisaanSay sells branded consumer products, yet its edge comes from working with farmer enterprises, FPCs, origin-based sourcing, and supply-chain design rather than from a pure marketplace or SaaS model.
