KisaanSay has roped in veteran singer and rapper Baba Sehgal for a Diwali campaign encouraging consumers to choose dry fruits grown by Indian farmers over imported alternatives, linking one of the country’s most popular festive gifting traditions with the government’s Swadeshi and Atmanirbhar Bharat push.

The campaign will promote Kashmiri Walnuts and MamraAlmonds, Raisins from Nashik and Cashews from the Konkan region through a song written and performed by Baba Sehgal. The singer will also launch a consumer contest around the campaign theme, using music and humour to draw attention to the provenance of dry fruits commonly exchanged during Diwali.

India imports more than $3 billion worth of dry fruits and nuts, according to industry estimates cited by KisaanSay. Although dry-fruit boxes are among the most widely exchanged festive gifts, consumers often have little information about where the products were grown. KisaanSay wants origin to become an important part of the buying decision, particularly when comparable varieties are being cultivated by farmers across India.

The company expects demand for nuts and dry fruits to increase by around 50% during Diwali. Nuts currently contribute approximately 25% of KisaanSay’s business, giving the campaign both a commercial and farmer-income dimension.

The Indian Dry Fruit Boxes introduced for the campaign will bring together produce from established growing regions. KisaanSay said Indian varieties offer a distinctive taste and nutritional profile. Kashmiri Walnuts and MamraAlmonds, for instance, have a rich natural oil content, including monounsaturated and polyunsaturated fatty acids, and are known for their sweeter and fuller flavour compared to imported nuts.

The campaign seeks to extend the idea of Made in India to food grown in India.

While the country’s manufacturing sector has become central to the self-reliance narrative, KisaanSay believes agriculture and regional food produce must also form part of the conversation.

“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 Nitin Puri, founder and chief executive officer of KisaanSay.

He further added that, “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.”

KisaanSay works with 50,000 farmers spread across 11 states and serves more than 200,000 customers across India. Its products are sourced from identified agricultural regions and processed and packed close to their place of origin, helping more of the consumer’s spending flow back to farmer enterprises.

Gurugram-based KisaanSay connects consumers with authentic, traceable food products coming from farmer enterprises. The company follows a co-branding and co-profit model aimed at improving farmer participation in the food value chain.

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

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From Kashmir to Konkan

KisaanSay brings India’s dry-fruit story this Diwali with Baba Sehgal