But for years, farmers have faced a major challenge—getting a fair price for their produce.

Most farmers sell their crops in markets, where prices are often determined by supply and demand. Farmers often don't receive a fair price for their hard work, and a large portion of their produce reaches the market through middlemen. Thus, farmers receive only a small portion of the final price paid by consumers. KisaanSay is trying to turn this challenge into an opportunity. It is a platform that connects farmers and Farmer Producer Organizations (FPOs) directly with consumers.

Farmers are not just producers, they are also partners. Find Farm Stays

KisaanSay's model differs from traditional buying and selling. The company works closely with farmer enterprises and FPOs across the country. In this model, farmers are not limited to selling raw materials but also participate in the processing, packaging, and branding of their products. This not only allows farmers to benefit from selling their crops, but also shares in the value of the finished product. As a result, they receive more stable, transparent, and better income.

Many farmers are now realizing that direct access to consumer markets can give them greater profits rather than depending solely on wholesale markets. Taking advantage of changing consumer preferences.

Taking advantage of changing consumer preferences Know consumer rights

Today's consumer is looking not just for taste, but also for quality, purity, and product provenance. People want to understand where their food comes from and how it's produced. This is where KisaanSay's uniqueness comes into play. The company bills itself as India's first "single-origin" food brand. This means that the origin of each product is clear, and consumers can know the region and farmer group it came from. Working with farmer enterprises across various states in the country, the company provides products that are grown, processed, and packaged at the source. This provides consumers with reliable and traceable products, while allowing farmers to create a unique identity for their products.

Can villages create big brands?

There are many examples around the world where a product from a particular region has gained global recognition. Italy's Parmigiano cheese, New Zealand's Manuka honey, and Modena's balsamic vinegar are prime examples. India also has hundreds of products with their own distinct geographical identities and traditions. The government is also promoting local products through initiatives like "One District One Product" (ODOP) and GI tags. Experts believe that if the traditional knowledge of farmers is combined with modern branding and market access, world-class consumer brands can be created from India too.

KisaanSay is working in this direction. The company believes that today's consumers are looking for authentic and traditional products, but they need a strong trust factor. The model of partnering with farmer enterprises aims to strengthen this trust.

Challenges still remain

However, the journey of FPOs and farmer enterprises has not been easy. Challenges such as value addition, adherence to quality standards, packaging, processing, and market access have long existed. But government schemes and institutional support have improved the situation in recent years. Many FPOs are now operating more professionally and trying to access new markets.

New funding will expand the scope

KisaanSay recently received an investment from NABVENTURES. The company says this investment brings not only capital but also strategic support.

This investment will be used to add new farmer enterprises, strengthen supply chains, expand distribution networks, and build brands, enabling more farmers across the country to access retail markets.

A new path to prosperity through farming

India's small farmers have long faced challenges of low incomes and limited opportunities. But now, models are emerging that enable farmers to become active participants in the value chain, not just producers.

When farmers start branding, packaging and supplying their produce directly to consumers , their chances of increasing their income also increase.

The story of KisaanSay isn't just about a startup. It's about a transformation in which farmers are breaking free from the confines of the mandi, establishing their own identity in the market, and receiving better value for their hard work.

Read More - https://www.bhaskarhindi.com/business/mandi-se-market-tak-how-kisaansay-is-making-farmers-brand-owners-of-their-produce-1310880

Mandi Se Market Tak: How KisaanSay Is Making Farmers Brand Owners Of Their Produce

In India, farming is not just a profession, but the basis of livelihood for millions of families.