If you’re seeking a revolutionary way to connect with India’s agricultural sector, the KIWI Kisan Window Business Model is something you can’t afford to overlook. This innovative model is transforming how farmers and consumers interact, ensuring better profits for farmers and fresher produce for consumers.
But what makes this model so effective? In this write-up, you’ll see how KIWI Kisan Window operates, its revenue structure, key partnerships, and much more.
KIWI: A Vision for Sustainable Farming
Imagine a world where farmers earn fair wages, consumers enjoy healthy organic food, and sustainable agriculture thrives. That’s precisely the vision behind KIWI Kisan Window, a Dehradun-based startup founded by Nupur Agarwal and Abhinav Ahluwalia in 2017.
What started as a small farmers’ market in Dehradun has grown into a thriving business that connects thousands of farmers directly with consumers. By blending traditional wisdom with modern strategies, KIWI Kisan Window has carved out a niche in India’s wellness food sector.
But what exactly makes their strategy so effective? Let’s explore their working strategy and revenue model in detail.
Working Strategy: How KIWI Kisan Window Operates?
The success of KIWI Kisan Window lies in its well-structured omnichannel strategy that seamlessly integrates farmers, products, and consumers. Here’s a closer look at how their model works:
1. Farmer Partnerships and Empowerment
KIWI Kisan Window’s roots are deeply connected to India’s farming communities. The founders’ early work with the Evolve Foundation helped them identify the key struggles farmers face — low profits, limited market reach, and lack of fair trade opportunities.
To tackle these issues, KIWI Kisan Window established strong relationships with farmers by:-
- Offering fair prices for produce.
- Guiding sustainable farming techniques to improve yield and quality.
- Ensuring ethical sourcing practices to support local communities.
By cutting out middlemen, farmers now enjoy better profits while consumers receive fresher, healthier products.
2. Direct-to-Consumer (D2C) Model
KIWI Kisan Window operates predominantly through omnichannel, with 97% of its revenue generated from digital sales. It has over 80 stores in India.
Their website showcases a variety of organic and natural products, ranging from essentials like grains and pulses to unique value-added items like:-
This direct-to-consumer approach helps KIWI Kisan Window build deeper customer relationships while ensuring product quality and authenticity.
3. Retail Expansion Strategy
While online sales are their primary focus, KIWI Kisan Window has also expanded its physical presence with retail stores in cities like:-
- Dehradun
- Chandigarh
- Mohali
- Gurgaon
These outlets allow consumers to interact with the brand firsthand, boosting customer trust and encouraging repeat purchases.
4. Value-Added Products for Higher Margins
Recognizing the growing demand for organic snacks and health foods, KIWI Kisan Window has introduced an impressive lineup of over 150 SKUs in their product catalog. By adding value through packaging, branding, and creative product offerings, the company attracts premium customers willing to pay extra for healthier options.
5. B2B Sales for Bulk Orders
In addition to serving individual customers, KIWI Kisan Window has tapped into the B2B market, supplying bulk orders to:-
- Hotels
- Restaurants
- Retail chains
This ensures steady revenue while promoting their sustainable product range to wider audiences.
6. Leveraging Technology for Efficiency
KIWI Kisan Window’s online platform uses data analytics to:-
- Track customer preferences
- Manage inventory efficiently
- Ensure timely delivery of fresh produce
This tech-driven approach allows them to scale rapidly while minimizing waste.
Revenue Sources: How KIWI Kisan Window Make Money?
KIWI Kisan Window’s revenue model is as diverse as its product offerings. The company has successfully built multiple revenue streams to sustain growth and maintain profitability. Here’s a detailed breakdown of their revenue sources:
1. Online Sales – The Primary Revenue Driver
With 97% of revenue coming from digital channels, online sales are KIWI Kisan Window’s biggest revenue stream. By marketing their products directly to consumers via their website and social media platforms, they save on distribution costs and maximize profits.
For example, in FY 2023-24, KIWI Kisan Window earned ₹5.06 crore in revenue, up from ₹4.3 crore the previous year. This growth is largely attributed to their aggressive online expansion.
2. Commission from Farmers
While exact commission details remain undisclosed, KIWI Kisan Window earns a percentage from each sale made through its platform.
By maintaining reasonable commission rates, the company ensures farmers earn better margins compared to traditional markets. This fair trade practice builds loyalty among farmers and encourages higher participation.
3. Delivery Fees
To maintain affordability while covering logistics costs, KIWI Kisan Window charges delivery fees to customers. Though specific rates are not mentioned, this revenue stream is typical in the D2C food delivery model, ensuring sustainable operations.
4. B2B Sales – Expanding to Bulk Buyers
By partnering with hotels, restaurants, and retail chains, KIWI Kisan Window generates revenue through bulk sales. These partnerships provide consistent income, particularly from premium dining establishments that prioritize organic and sustainable ingredients.
5. Value-Added Products – High-Profit Margins
The company’s focus on unique, ready-to-eat, and organic snack options adds a lucrative revenue stream. Products like dehydrated coconut chips, gulkand, organic honey, and healthy beverages attract health-conscious consumers willing to pay premium prices.
6. Franchise Model – Expanding Physical Presence
KIWI Kisan Window has also introduced a franchise model, allowing entrepreneurs to open KIWI-branded stores in various cities. This strategy generates revenue from franchise fees and boosts the brand’s offline reach.
7. Investment and Funding
KIWI Kisan Window’s appearance on Shark Tank India Season 4 proved to be a game-changing moment.
- They initially asked for ₹50 lakh but secured a massive deal of ₹2.5 crore from Kunal Bahl (Snapdeal co-founder) for 10% equity.
- This funding provided crucial financial backing for marketing, retail expansion, and technology development.
Financial Performance: Growth and Future Plans
In FY 2023-24, KIWI Kisan Window earned ₹5.06 crore in revenue, marking strong year-over-year growth. By October 2024, they had already generated ₹4.5 crore, projecting to close the year with ₹10 crore in total revenue.
Latest Financial Details
KIWI Kisan Window has seen remarkable growth in recent years. As per 2023 data:-
| Financial Metric (2023) | Amount (INR) |
| Revenue | ₹5.06 Crores |
| Expenses | Not Specified |
| Net Profit | Not Specified |
| Funding Raised | ₹80 Lakhs (prior round), ₹2.5 Crores (Shark Tank deal) |
| Projected Growth | Expected to hit ₹10 crore revenue |
Despite challenges, including a temporary drop in their EBITDA margin to -2%, the company’s focus on expansion and innovation positions them well for future success.
Future Outlook: Scaling New Heights
Armed with Shark Tank funding and growing consumer demand, KIWI Kisan Window aims to:-
- Expand into 100 cities across India.
- Introduce more value-added products to cater to evolving consumer preferences.
- Strengthen their online presence to reach a broader audience.
Inspired by international giants like Trader Joe’s, KIWI Kisan Window is not just selling food — they’re building a movement for healthier eating and sustainable agriculture.
Note: Do you know, Dhruv Vidyut, an innovative cycle startup also came in Shark Tank India. Go through this article for more information- Dhruv Vidyut Business Model: Transforming Bicycle Mobility in India.
Marketing Strategies: How KIWI Kisan Window Became Famous?
Let’s dive into their well-crafted marketing strategies and how they’ve turned thoughtful campaigns into remarkable success.
1. Brand Positioning and Unique Selling Proposition (USP)
KIWI Kisan Window’s marketing brilliance begins with clear brand positioning and a compelling USP.
Their slogan, “Bharat ki khoj khane se” (Discovering India through food), reflects their commitment to promoting India’s regional flavors and traditional recipes. By offering products like aam aachar, banana chips, healthy beverages, and dehydrated coconut chips, they celebrate India’s rich culinary culture while meeting the rising demand for organic and health-conscious products.
Their USP lies in this unique combination:-
- Authentic regional flavors
- Direct support for local farmers
- A strong focus on sustainable agriculture
This clear identity helps KIWI Kisan Window connect with consumers seeking both health benefits and cultural authenticity.
2. Digital Marketing Strategies: Winning Hearts Online
With 97% of its revenue generated through online sales, KIWI Kisan Window’s digital marketing efforts are the backbone of its growth. Here’s how they’ve effectively captured the digital landscape:
a) Social Media Presence: Telling Stories That Resonate
KIWI Kisan Window maintains an active and engaging presence on platforms like Instagram, Facebook, and LinkedIn.
Their social media strategy focuses on:-
- Sharing heartwarming stories of farmers and their sustainable practices
- Showcasing product benefits with eye-catching visuals
- Posting creative recipe ideas using their organic ingredients
- Engaging with followers through Q&A sessions, contests, and feedback channels
For example, posts featuring farmers proudly holding their fresh produce add a personal touch, making customers feel connected to the brand’s mission.
b) Content Strategy: Educating and Inspiring
Content is king, and KIWI Kisan Window knows it well. They focus on:-
- Sharing informative blogs about organic living and healthy eating
- Posting educational content about the benefits of sustainable farming
- Creating step-by-step recipe videos featuring their products
By blending educational content with emotional storytelling, they build trust and encourage repeat purchases.
c) Influencer Marketing: Building Trust Through Advocates
Although specific influencer details aren’t public, KIWI Kisan Window likely collaborates with health, wellness, and food influencers to expand their reach. For example, featuring a nutritionist sharing the benefits of KIWI’s organic snacks can effectively influence their health-conscious audience.
3. Marketing Campaigns: Making a Lasting Impact
KIWI Kisan Window’s strategic campaigns have played a vital role in expanding its visibility and customer base. Key initiatives include:
a) Shark Tank India Appearance: The Game-Changing Campaign
Appearing on Shark Tank India Season 4 was a pivotal marketing move for KIWI Kisan Window.
By showcasing their dedication to sustainable agriculture and healthy living, they reached a national audience overnight. The emotional pitch, combined with their innovative product range, earned them a remarkable ₹2.5 crore investment from Kunal Bahl (Snapdeal co-founder) — five times their initial funding request.
This appearance not only boosted sales but also elevated the brand’s credibility.
b) Franchise Model: Turning Partners into Brand Ambassadors
KIWI Kisan Window’s franchise model serves as both a revenue generator and a powerful marketing tool. By inviting local entrepreneurs to open KIWI-branded stores in their regions, the company creates passionate brand ambassadors who promote the products directly in their communities.
This strategy enhances their presence in cities like Dehradun, Chandigarh, Mohali, and Gurgaon — expanding brand awareness organically.
c) Customer Loyalty Programs: Strengthening Relationships
KIWI Kisan Window understands that loyalty is built through genuine connections. Their loyalty programs focus on:-
- Rewarding repeat purchases
- Offering personalized discounts to frequent customers
- Encouraging referrals with incentives
This strategy not only drives repeat sales but also turns satisfied customers into vocal advocates for the brand.
4. Advertising Strategies: Reaching the Right Audience
While detailed records of KIWI Kisan Window’s advertising campaigns are limited, their marketing efforts likely involve:-
- Targeted Online Ads: Using platforms like Google Ads and Facebook Ads to promote their value-added products to health-conscious consumers.
- Influencer Promotions: Leveraging micro-influencers in the wellness and organic food space.
- Local Print Media: In regions where they have retail stores, print ads may play a role in reaching offline audiences.
Their advertisements highlight:-
- The uniqueness of their flavors
- The health benefits of organic ingredients
- The heartwarming stories of farmers behind their products
This human-centered messaging strikes an emotional chord, making their brand memorable.
5. Intellectual Property Strategies: Protecting Their Brand Identity
To maintain its unique market position, KIWI Kisan Window actively protects its:-
- Brand identity — Ensuring no other business mimics their name, logo, or tagline.
- Product offerings — Particularly their innovative value-added products that showcase regional Indian flavors.
By safeguarding its intellectual property, KIWI Kisan Window secures its competitive advantage in the growing organic food sector.
6. Community Engagement: Building an Emotional Connection
KIWI Kisan Window doesn’t just sell products — they actively involve themselves in social causes.
By supporting farmer communities and promoting sustainable farming practices, they’ve built a brand that consumers trust and admire. This commitment to social responsibility adds authenticity to their marketing message.
As they continue to expand across India, their thoughtful marketing approach ensures that KIWI Kisan Window isn’t just a brand — it’s a story that people want to be part of.
Conclusion: Why the KIWI Kisan Window Business Model Is a Game-Changer?
The KIWI Kisan Window Business Model is more than just a marketplace — it’s a movement that’s empowering rural farmers, ensuring fresher food for urban consumers, and promoting sustainable agricultural practices.
With its smart logistics, fair pricing, and commitment to quality, KIWI Kisan Window is changing the way India’s food system operates. Whether you’re a farmer seeking better profits, an entrepreneur looking for opportunities, or a consumer craving healthier food — KIWI Kisan Window offers something valuable for everyone.
So why wait? Join the KIWI Kisan Window revolution today and experience the future of agriculture firsthand! Don’t forget to share your thoughts in the comment section below. Thanks for reading 🙂
