Startup Stars: How Farmley is redefining healthy snacking for modern lifestyles

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In this interaction with Adgully, Aman Gupta, Head of Marketing, Farmley, speaks about the brand that blends health and taste with innovative snacks like Makhana Munchies and Date Bites, backed by eco-friendly practices and trusted farmer partnerships. He also highlights how Farmley is redefining healthy snacking for modern lifestyles with a focus on quality, sustainability, and heartfelt connections.

Could you elaborate on the vision and mission of Farmley? How do you align your marketing strategies to reflect the brand’s core values and objectives?

At Farmley’s core is a commitment to delivering superior, unadulterated dry fruits, nuts, and healthier snacking alternatives. The brand focuses on blending health and taste through continuous innovation and research and development. Recent product launches, including the Makhana Munchies as well as the delightful Date Bites, reflect Farmley’s evolution beyond dry fruits, positioning the brand as a leader in offering diverse, healthy snacking options for everyday indulgence.

Farmley’s marketing strategy combines influencer marketing, and on-ground activations to create direct and meaningful consumer connections. Collaborations with health, food, and Gen Z influencers highlight Farmley’s clean, versatile snacks like Date Bites and Makhana Munchies, showcasing them as indulgent yet guilt-free options for modern lifestyles. Eco-friendly practices, such as reusable packaging for products like Panchmeva, as well as going plastic-free for their bestseller Roasted & Flavoured Makhana, reflect the brand’s commitment to sustainability, resonating with conscious consumers.

On-ground activations at college festivals, music events, and retail-heavy locations bring the brand directly to its audience, driving visibility and engagement while building lasting relationships through experiential marketing. Farmley’s brand ambassador, Rahul Dravid, also fortifies the brand message through his own personal values.

What were some of the biggest challenges Farmley faced during its early stages, and how did you overcome them to establish the brand in the competitive market?

Farmley’s journey to becoming a leading healthy snacking brand has been marked by significant challenges that required strategic adaptability and perseverance. One of the early challenges was overcoming skepticism from suppliers who were initially hesitant to trust the brand’s vision. Farmley addressed this by prioritizing transparent communication, building strong relationships, and demonstrating a commitment to fair business practices. A hands-on approach to understanding supply chain dynamics, particularly in regions like Bihar, played a crucial role in establishing credibility and trust with stakeholders.

Another significant challenge was operating in an unorganized industry, which required convincing farmers and producers to align with Farmley’s vision. This was achieved by sharing success stories and introducing incentives that encouraged quality production and the right quantities. Securing funding for scaling operations was another hurdle, given the complexities of fundraising and financial management in the early stages.

Farmley successfully navigated these challenges by crafting a strong, purpose-driven narrative that resonated with investors and stakeholders. The transformation from a wholesale entity to a branded consumer-facing company also required internal alignment. Rather than undertaking drastic organizational changes, Farmley fostered a collaborative culture that encouraged the team members to evolve and adapt their roles to meet the demands of the new brand focus. This collective effort underscored the importance of resilience, adaptability, and a shared commitment to the brand’s mission. These combined efforts enabled Farmley to establish itself as a trusted name in the competitive market while staying true to its core values of quality, trust, and innovation.

Could you discuss the level of access to funding and investment for startups like Farmley in India? How did the company navigate this aspect during its growth journey?

The funding landscape for startups in the healthy snacking space in India has become more challenging in recent years, with investments hitting a four-year low. Despite growing consumer demand for healthy options, securing funding has been difficult, with the healthy snacks sector receiving only $4 million in investments in 2024 compared to $11.3 million in 2023, according to Tracxn.

Farmley could overcome these challenges by prioritizing organic growth and laying a robust foundation. This included forging direct relationships with farmers, launching innovative products, and streamlining operational efficiencies. The brand also pursued strategic partnerships and engaged investors who aligned with its long-term vision for growth. These efforts allowed Farmley to maintain its growth trajectory, even in a tighter funding environment. Following three successful investment rounds, Farmley firmly believes that companies driven by a commitment to personal and social growth can thrive in achieving their ambitions.

Could you share more details about Farmley’s plans to expand its operations? What are the strategic goals for this expansion, and how do you plan to achieve them?

Farmley has spent the past four to five years building its own processing units, which serve as the backbone of the brand. By sourcing directly from farmers and manufacturing 100% of its products in-house, Farmley ensures quality and consistency across its range. Looking ahead, the brand’s investments will focus on expanding manufacturing capacity and distribution channels, particularly in the offline segment. This includes hiring sales managers, acquiring automated machinery to enhance efficiency, and ensuring consistent product quality. Farmley is committed to scaling its automated setups and manufacturing facilities, with planned investments in the double-digit crore range.

Beyond manufacturing and distribution, Farmley is prioritizing brand-building campaigns to create top-of-mind awareness. These efforts will support the launch of new products and strengthen the brand’s presence in general trade through the hiring of additional on-ground personnel.

As part of its growth strategy, Farmley is deepening its penetration in offline retail via general trade and plans to enter a couple of international markets in 2025. The brand currently exports to the US, which has been its primary export market for the past six to seven months. Other key export destinations include Singapore, Canada, and Dubai. While exports are still at a niche stage and not yet a significant revenue driver, these regions are witnessing rapid growth in the healthy snacking category. Farmley is laying the groundwork for future expansion in these markets, building on the encouraging initial response to its general trade playbook and international market strategies.

Through its focused investments in manufacturing, distribution, and brand-building, Farmley is poised for robust growth, both domestically and internationally.

What is Farmley’s unique selling proposition (USP) in terms of its products, and how does the brand differentiate itself in a competitive marketplace?

• Adulteration-Free Products: They have established deep back-end linkages with over 5000 trusted farmers & producers, ensuring that our dry fruits & nuts are entirely free from any adulteration. This commitment to quality and purity differentiates Farmley from others, providing customers with the assurance of genuine, unadulterated products.
• Innovation and R&D: Farmley’s focus on creative innovation and extensive research and development allows it to curate unique and innovative products that blend health and taste. The introduction of the world’s 1st pasta made from makhanas, which is 100% maida-free, is a prime example of how they cater to customer needs while maintaining a healthy and delicious offering. munchies
• Extensive Product Range: As a full-stack brand, Farmley takes pride in offering an impressive selection of over 100+ products, covering everything imaginable within the realm of dry fruits and nuts. Their diverse product range caters to a wide variety of tastes and preferences, ensuring there's something for everyone.
• Organized Supply Chain: By establishing 5 farm-gate processing units closer to the point of sourcing and origin, They have organised an otherwise unorganised sector. This strategic move not only ensures better quality for consumers, but also supports farmers by providing them with improved incomes.

We recently saw that Farmley and Harshit Arora delight fans with ‘Tarbooz Date Bites,’ inspired by Daadu’s heartwarming wish. What was the inspiration and idea behind this?

Farmley believes in creating products that offer more than just taste; they are crafted to foster moments of joy and connection. This philosophy was inspired by a heartfelt exchange between influencer Harshit Arora and his grandfather, Daadu. During a previous collaboration, Daadu playfully wished for watermelon-flavoured Date Bites, and this lighthearted moment resonated deeply with the brand.

In response, Farmley decided to bring this playful request to life as a genuine gesture to honour the warmth and love that define such cherished relationships. The initiative was a celebration of these special bonds, reflecting Farmley’s appreciation for the trust and connection shared with its community.