Founded by Kamakshi Nagar, Farmery is a direct-to-consumer (D2C) brand committed to revolutionizing the way people connect with food. It began in 2016 with a passion to provide consumers with fresh, chemical-residue-free, and organic food.
“Inspired by the desire to bridge the gap between farms and consumers, we aimed to create a platform that offered quality, transparency, and convenience to our people. Our mission is to revolutionize the way people connect with their food, ensuring it is truly sourced, sustainable, and delivered directly to their doorsteps,” explained Kamakshi Nagar, Founder, Farmery.
In 2023, the dairy sector in India was valued at Rs 16,792.1 billion. The market is expected to increase at a pace of 13 percent CAGR from 2024 to 2032, reaching Rs 49,953.5 billion. Along with that India’s agriculture sector is projected to grow from Rs 90,215.8 billion in 2023 to Rs 227,059.9 billion in 2032.
Our brand is strategically positioned to meet the growing demand for high-quality, traceable food products,” added Kamakshi. By adopting a D2C model, the company eliminates intermediaries, ensuring that consumers receive the freshest and most authentic produce directly from the source.
Popularity of A2 Dairy Products
A2 dairy products are gaining popularity in India, and Farmery’s offerings stand out due to their purity, freshness, and ethical sourcing. Its A2 milk and ghee is sourced from Indian cows and is free from A1 casein proteins, which are known to cause digestive issues for some individuals. Produced using traditional methods, the milk and ghee retain their natural flavors and nutritional properties, making them a favorite among health-conscious consumers.
Kamakshi commented, “Our most popular products are our A2 cow milk and A2 ghee, known for its purity, nutritional value, digestibility & traditional method of preparing it. Our USP lies in our commitment to providing farm-fresh, chemical residue free, organic products sourced directly from local farmers. We prioritize transparency, traceability, and a personalized customer experience, setting us apart from other brands in the market.”
The brand utilizes modern cold chain equipment to ensure that its goods are supplied to consumers within 12 hours of milking, retaining their freshness throughout the process. To guarantee that the items stay at their ideal temperature until they arrive at the consumers’ doorsteps, insulated bags are also used during delivery.
Expanding Reach with E-Commerce
Its e-commerce presence has been instrumental in its growth, providing a convenient platform for customers to shop for its products anytime, anywhere through its online platform. It has helped the brand reach a wider audience, expanding its customer base and increasing brand visibility.
Currently, the brand is operational in approximately 120 pin codes in Delhi NCR, with plans to expand to nearby metro cities such as Jaipur, Chandigarh, and Agra. With aggressive expansion plans, the brand aims to serve more customers across India and is continuously evaluating new markets for growth.
“Quality is at our core. We aim to build a strong brand reputation based on trust and customer satisfaction. By consistently delivering exceptional products and personalized service, we believe we can maintain a competitive edge in the market,” commented Kamakshi.
D2C for Fresh, Trusted Food
The D2C approach has further enabled the company to maintain a high level of customer satisfaction and retention. Kamakshi added, “Being a D2C brand has allowed us to build a direct relationship with our customers, understanding their preferences and needs firsthand. This has enabled us to offer personalized service, tailor our product offerings, and gather valuable feedback for continuous improvement”
Farmery is more than just a delivery platform; it aims to foster trust in the food system by offering transparency and traceability. It empowers people to make informed choices about their food, supporting sustainable agricultural practices that benefit both people and the planet.
Freshness Meets Trust
The brand focuses on health-conscious consumers, particularly families and individuals seeking premium-quality products. The brand targets urban areas with a growing middle-class population.
“Our retention rate is high due to our commitment to quality, customer satisfaction, and personalized service. We believe in building trust with our customers by providing transparency, traceability, and a commitment to quality. We want to empower consumers to make informed choices about their food and support sustainable agricultural practices.” explains Kamakshi.
The Farm-to-Fork Ethos
Its farm-to-fork philosophy eliminates intermediaries, ensuring that products reach consumers in their freshest state. “This approach not only guarantees quality but also supports local farmers and reduces the carbon footprint associated with food transportation.” she elaborated. The reduction in food transportation also helps lower the carbon footprint, contributing to environmental sustainability. The brand empowers consumers to make informed choices about their food, supporting sustainable agricultural practices that benefit both people and the planet.
Sustainable Agricultural Practices
“We work closely with farmers to understand agricultural practices and ensure they align with our commitment to sustainability and ethical sourcing. Additionally, we conduct regular quality checks and certifications to maintain credibility and trust among our customers,” added Kamakshi.
The brand supports farmers who prioritize natural fertilizers, avoid harmful pesticides, and focus on animal welfare. These practices align with it’s commitment to minimizing environmental impact and promoting responsible consumption.
Future Plans
“Currently we are fully operational in approximately 120 pincodes of Delhi NCR.vWe plan to expand our delivery area beyond Delhi-NCR to nearby metro cities such as Jaipur, Chandigarh, and Agra. We have aggressive expansion plans to reach more customers across India. We are continuously evaluating new markets and exploring opportunities to expand our reach.” she concluded.
Farmery has experienced consistent growth year after year and has ambitious plans for the future. In the coming years, the brand aims to expand its delivery areas to major cities across India and, eventually, globally.
