How Farmley Is Building a ₹1000 Crore Snack Empire With Taste, Trust and Retail Power

Farmley is no longer just a digital-first snacking startup. The brand that once began with keyword hacks and date bites on Flipkart is now laying the groundwork to become a ₹1000 crore omnichannel force in India’s growing health-focused snacking industry. Co-founder Akash Sharma recently shared the company’s journey at the Indian Healthy Snacking Summit, offering a behind-the-scenes look into how taste, scale, and strategy are converging for the next phase of Farmley’s growth.

At the heart of Farmley’s philosophy is a firm belief that health and taste do not need to be at odds. Sharma noted that customers are more likely to make repeat purchases based on flavor than on branding or claims. Sampling remains one of Farmley’s strongest weapons. From D2C campaigns to retail chains like Spencer’s and Metro, the brand has relied heavily on getting people to try the product first. This approach has also helped them map regional preferences, learning which flavors click better in South India versus the North.

Once known for dominating search-based performance marketing on Amazon and Flipkart, Farmley has since grown into a favorite on quick commerce platforms. But digital is no longer the whole picture. Offline sales now make up more than 20 percent of Farmley’s total revenue, and the team is working towards a 55 to 45 percent split between online and offline sales. This shift is powered by an aggressive retail expansion strategy that will take the brand from 20,000 to over 200,000 general trade outlets within three years.

The brand’s growth has also taken flight literally. Farmley products are now featured on leading airlines like Air India and IndiGo, marking a new opportunity in the fast-growing travel snacking segment. As more Indians seek healthier food on the go, Farmley is perfectly positioned to meet that demand.

Despite the perception that healthy snacks are expensive, Farmley is focusing on affordability. According to Sharma, Indian consumers respond better to price points than pack size. This insight led the brand to develop a wide range of small SKUs priced at ₹20, ₹50, and ₹100. These smaller packs are designed to increase impulse purchases, especially in retail stores. Meanwhile, larger packs priced between ₹150 and ₹200 continue to perform well online.

The brand’s flagship product, date bites, has already crossed ₹50 crore in sales and reached ₹10 crore in offline annual recurring revenue. Farmley is present in more than 175 cities in India and has also built direct import-export connections in five countries. While exports currently contribute less than 2 percent of revenue, the company expects this to grow to 10 percent, with a sharp focus on markets like the US, Canada, and Australia where large Indian diaspora populations live.

A new factory is being planned to support Farmley’s production capacity. Alongside team expansion, this facility near the company’s headquarters will help meet rising demand across channels and geographies.

Farmley also unveiled the second edition of its flagship Healthy Snacking Report at the IHSS 2025. Based on insights from consumers across cities and demographics, the report shows a major shift towards clean-label, functional snacks. More than half the respondents now look for preservative-free options, and over 50 percent prefer resealable, sustainable packaging. Convenience, hygiene, and health are no longer separate demands they are now core expectations.

Makhanas and spiced dry fruits have emerged as the most preferred savory snacks, while classic options like chips and namkeen still hold space. On the sweet side, traditional chocolate is gradually being replaced by nut-based options like peanut butter and pistachio. Energy bars and dry fruit desserts are also gaining popularity, especially among India’s young professionals and urban families.

What makes this story even more compelling is that consumers from Tier 2 and Tier 3 cities are driving growth for regional snack brands. Trust, consistency, and familiarity play a bigger role than national advertising. Gen Z and millennials are also shaping this trend through impulse buying driven by influencer content and quick commerce platforms.

From healthy snacks in airplane trays to impulse buys in corner shops, Farmley’s ambition is clear. The brand is building not just a business but a movement a new standard for what snacking in India can look and taste like.

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