Mumbai: Indian food brand KisaanSay has partnered with singer and rapper Baba Sehgal for its Diwali campaign, ‘Iss Baar Diwali, Indian Dry Fruit Wali’, aimed at encouraging consumers to choose Indian-grown dry fruits over imported varieties during the festive gifting season.

The campaign focuses on dry fruits sourced from key Indian agricultural regions, including Kashmiri walnuts and mamra almonds, raisins from Nashik and cashews from the Konkan region. As part of the initiative, Baba Sehgal has written and performed an original song using music and humour to encourage consumers to pay attention to the origin of the dry fruits they purchase for Diwali.

Baba Sehgal will also lead a consumer contest based on the campaign theme, with KisaanSay looking to take the conversation beyond its product portfolio and build awareness around Indian-grown nuts and dried fruits.

The campaign comes as India imports more than $3 billion worth of dry fruits and nuts, according to industry estimates cited by the company. While dry-fruit boxes remain a popular gifting choice during Diwali, consumers often have limited visibility into the country or region where the products were cultivated.

KisaanSay expects demand for nuts and dried fruits to increase by around 50% during the Diwali season. The category currently contributes about 25% of the company’s business, making the festive period a key consumption and business opportunity for the Gurugram-based company.

Through the campaign, KisaanSay is seeking to extend the Made in India and Atmanirbhar Bharat narrative to agricultural produce. The company also aims to align the initiative with the government’s wider Swadeshi campaign by highlighting how increased demand for domestically grown food can support farmer incomes and strengthen local processing and packaging ecosystems.

As part of the initiative, KisaanSay has introduced Indian dry-fruit gift boxes featuring produce sourced from recognised growing regions. The company said Kashmiri walnuts and mamra almonds have a naturally rich oil profile, including monounsaturated and polyunsaturated fatty acids, along with a sweeter and fuller flavour compared with several imported varieties.

“Every Diwali, Indian families spend heavily on dry-fruit gifting, but a significant part of that spending goes towards imported produce even though our farmers grow high-quality walnuts, almonds, cashews and raisins,” said Nitin Puri, founder and chief executive officer of KisaanSay.

“Choosing Indian-grown dry fruits is a conscious consumer decision that can directly support farming communities. Our produce offers freshness, traceable origin, distinctive taste and strong nutritional value. Through Baba Sehgal’s song, we want to make the idea of buying Swadeshi simple, entertaining and relevant to the way Indians celebrate Diwali,” Puri added.

According to KisaanSay, stronger domestic consumption could enable farmer enterprises to improve grading, processing, packaging and quality controls. The company said these capabilities could also help Indian dry fruits become more competitive in export markets and enable regional varieties to reach a wider international consumer base.

KisaanSay works with around 50,000 farmers across 11 states and serves more than 200,000 customers in India. Its products are sourced from identified agricultural regions and processed and packed close to their place of origin.

The company operates through a co-branding and co-profit model, giving farmer enterprises a greater role in the food value chain and a higher share of consumer spending.

Founded by Puri, KisaanSay sells single-origin and traceable food products sourced from farmer enterprises across India. The company raised ₹34 crore in 2026 in a funding round led by agri-focused investor NABVENTURES. It plans to use the capital to expand its farmer network and product portfolio and strengthen its presence across domestic and international markets.

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