Snack brand Farmley to scale up offline

Healthy snacking brand Farmley is scaling up its offline presence and expects the channel to contribute nearly 3040 per cent to the overall business in the next 23 years. The brand, which raised $6.7 million in December, has crossed the ₹300crore ARR mark.

Leveraging on its backend linkages with over 5,000 farmers and inhouse production facilities, the brand offers a range of products

Akash Sharma, Co-founder, Farmley offline channels to contribute 3040 per cent or even 50 per cent to the overall business in the next 23 years.”

In December, the brand raised $6.7 mn in its preseries B funding round led by BC Jindal Group. Existing investors DSG Consumer Partners, Omnivore and Alkemi Partners also participated in this round.

Sharma explained that Indian consumers are increasingly looking for guiltfree healthy snacks. “Our primary objective is to offer snacking products that have flavour, taste and indulgence but can be consumed guiltfree. The fresh funds are helping us expand our reach wider and increase our visibility,” he added. Last year, it roped in Rahul Dravid as its brand ambassador.

Talking about the brand’s growth, Sharma said, “We are at an annualised run rate of ₹300 crore. We expect to garner a growth of ₹6070 per cent next financial year. We have also seen some profitable months. But from the overall fiscal perspective, we expect to become profitable by the next financial year.”

FOCUS AREA

While raw dry fruits and nuts contribute a large chunk to the overall business, the brand is also seeing strong growth in segments such as trail mixes, flavoured makhanas and flavoured dry fruits. Sharma explained that the company is also sharply focussing on the onthego snacking category by offering products at affordable price points.

The brand is also looking at regionalisation strategy. “We have begun looking at launching products for micromarkets. These products will be focussed on a specific zone, taste palate and target audience,” Sharma explained.