Analysis · Agriculture & Food Systems

KisaanSay founder shares journey and vision

By Startup Enthusiast · 30 June 2026

What they do

KisaanSay is a food company focused on authenticity, traceability and fair value distribution

Founder Nitin Puri, an ex-ITC and Reliance Retail executive, discusses his entrepreneurial journey

The company aims to restore trust and transparency in India's food ecosystem through farmer partnerships

This article is an interview with Nitin Puri, founder of KisaanSay.
Puri shares his journey from corporate roles at ITC, Reliance Retail, MCX and Yes Bank to entrepreneurship.
He explains KisaanSay's model: a Seal of Authority that co-brands and shares profits with farmers.
The company works to restore trust, transparency and fairness in India's food ecosystem.
Puri created a personal financial buffer before launching the venture.
The biggest early challenge was building trust with skeptical consumers and cautious farmers.
It took nearly a year for the trust foundation to solidify.

India has nearly 170 million hectares of arable land, yet benefits rarely reach consumers or farmers.
Puri observed that larger supply chains disconnect consumers from food origins and reduce farmer recognition.
A substantial portion of Indian land already practices natural or low-input farming, an untapped opportunity.
Redesigning food distribution around transparency could unlock value in a hundreds-of-billions-dollar food market.

KisaanSay is a food company focused on authenticity, traceability and fair value distribution.
Its model is the KisaanSay Seal of Authority — a co-branding and co-profit partnership with farmers.
The company aims to restore trust, transparency and fairness in India's food ecosystem.
KisaanSay supports farmers with branding, marketing and supply-chain management.
It uses social media, retail, storytelling and transparent product communication to educate consumers.
Puri is passionate about traditional food systems and indigenous rice varieties that are naturally resilient and nutritionally superior.

Product: cross-category direct-from-origin food brand
Customers: Consumers buying authentic single-origin food products, with some sales through retail and marketplaces
How it makes money: Sources produce from farmer collectives and sells branded food products through its own website, ecommerce marketplaces and retail channels
What sets it apart: Uses a co-brand and co-profit model with farmer collectives and emphasizes provenance and single-origin sourcing