Brand Journal
Farmley Turned the Loose-Dry-Fruit Shop Into a Brand. Then Raised $40 Million.
Most Indians buy dry fruits from a kirana, scooped loose into a paper bag with no brand name, no traceability, and no quality guarantee. Farmley decided that the same consumer who was happy to buy branded biscuits and branded salt would also pay for branded almonds, if someone gave them a credible reason to trust the pack. They were right. Revenue hit ₹370 crore.