where were those dry fruits grown?This Diwali, KisaanSay wants consumers to look beyond the box and ask a simple question:

Baba SehgalThe farmer-focused food platform has roped in veteran singer and rapper for a campaign encouraging consumers to choose Indian-grown dry fruits over imported alternatives, linking festive gifting with the broader Swadeshi and Atmanirbhar Bharat narrative.

Kashmiri Walnuts and Mamra Almonds, Nashik Raisins and Konkan CashewsThe campaign promotes through a song written and performed by Sehgal. He will also launch a consumer contest around the campaign, using music and humour to draw attention to the provenance of dry fruits commonly exchanged during Diwali.

$3 billion worth of dry fruits and nutsAccording to industry estimates cited by KisaanSay, India imports more than . While dry-fruit boxes remain a popular festive gift, consumers often have limited information about where the produce comes from. KisaanSay wants origin to become a bigger part of the purchase decision, particularly when comparable varieties are grown by Indian farmers.

Indian Dry Fruit BoxesThe campaign will also introduce , bringing together produce from established growing regions. KisaanSay says Indian varieties offer a distinctive taste and nutritional profile, with Kashmiri Walnuts and Mamra Almonds known for their natural oil content and sweeter, fuller flavour.

For KisaanSay, the idea is to extend the Made in India conversation beyond manufacturing to include food grown on Indian soil.

Nitin Puri, Founder and Chief Executive Officer, KisaanSay“Every Diwali, Indian families spend heavily on dry-fruit gifting, but a significant portion of that money goes towards imported produce even though our farmers grow outstanding walnuts, almonds, cashews and raisins,” said .

He added, “Choosing Indian-grown dry fruits is a conscious decision for consumers. These products offer exceptional taste, freshness and nutrition. The initiative is good for the farmer, good for the consumer and good for the country. Through Baba Sehgal’s song, we want to make Swadeshi relevant, enjoyable and relevant easy to adopt this festive season.”

KisaanSay50% during Diwali expects demand for nuts and dry fruits to rise by around , with nuts currently accounting for approximately 25% of its business.

50,000 farmers across 11 states200,000 customersThe Gurugram-based company works with and serves more than in India. Its products are sourced from identified agricultural regions and processed and packed close to their place of origin, with its co-branding and co-profit model designed to increase farmer participation in the food value chain.

₹34 croreIn 2026, KisaanSay raised , led by NABVENTURES, to expand its farmer network, product portfolio and presence across Indian and international markets.

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Baba Sehgal Wants Your Diwali Dry-Fruit Box To Go A Little More Swadeshi

KisaanSay teams up with Baba Sehgal for a Diwali campaign promoting Indian-grown dry fruits, spotlighting produce from Kashmiri walnuts to Nashik raisins and Ko