Farmley

Farmley, the growing brand known for its healthy snacks, is on an ambitious growth trajectory as it transitions from being a digital-first startup to a leading omni-channel player in the Indian food industry. Akash Sharma, co-founder of Farmley, recently shared insights at the Indian Healthy Snacking Summit about the brand’s journey, evolving strategies, and bold expansion goals.

Taste Comes First for Farmley

A key part of Farmley’s success has been its ability to challenge the misconception that healthy snacks are bland or tasteless. Akash Sharma highlighted, “When it comes to snacking, taste is the most important factor. We believe in sampling to let customers experience the product firsthand. Once people try it and find it delicious, they naturally spread the word.” Farmley’s strategy has centered around sampling and refining flavor preferences across different regions. The brand’s expansion into offline channels, such as Spencer’s, Metro, and Reliance, has helped it gather important insights on regional tastes.

From Digital to Omni-Channel Growth

Farmley began its journey as an e-commerce-first brand, focusing on platforms like Flipkart and Amazon to drive growth. The company’s early success stemmed from leveraging performance marketing through keyword searches. This strategy helped Farmley attract consumers searching for related products like dates or dry fruits, effectively positioning the brand within a relevant search environment.

However, Farmley’s growth has now extended far beyond online channels. Today, over 20% of its revenue comes from offline retail, and the brand is actively pursuing a balanced revenue model, aiming for a 55:45 ratio between online and offline sales in the near future. The brand’s rapid expansion into general trade will see Farmley’s retail presence grow from 20,000 outlets to 200,000 outlets over the next three years.

Expanding Reach in Travel and Exports

In addition to retail growth, Farmley has secured spots on domestic airlines like Air India and IndiGo, capitalizing on the increasing demand for healthy snacks during travel. Travel consumption has emerged as one of the brand’s fastest-growing segments.

On the international front, Farmley is actively expanding its footprint, eyeing regions with significant Indian diaspora such as the US, Canada, and Australia. Currently, exports contribute less than 2% of the company’s revenue, but Farmley expects this to rise to 5-10% in the next few years.

Affordable, Accessible Healthy Snacking

Farmley is focused on making healthy snacks more accessible and affordable. Akash Sharma explained that many consumers perceive healthy snacks—especially those based on dry fruits—as expensive. To address this, Farmley offers smaller-sized SKUs (Rs 50, Rs 100), catering to different budgets. Smaller packs are designed to encourage impulse purchases in retail stores, especially since larger packs are more commonly purchased online.

Farmley’s date bites have become a standout product, reaching over Rs 50 crore in sales and Rs 10 crore in offline annual recurring revenue. The brand is now present in over 175 cities in India and has established export-import linkages with five countries.

Insights from Farmley’s Healthy Snacking Report

At the Indian Healthy Snacking Summit, Farmley also unveiled the second edition of its Healthy Snacking Report. The survey revealed a growing shift towards clean-label, preservative-free snacks, with 55% of respondents seeking healthier options that align with their wellness goals. Makhanas and flavored dry fruits are gaining popularity, with makhanas emerging as a top snack choice.

Farmley is tapping into this growing demand by introducing products that cater to the health-conscious consumer while maintaining a focus on taste. As consumer preferences evolve, especially among younger generations, Farmley is positioned to lead the charge in the healthy snacking market both in India and abroad.