Healthy Snacks
Empowering Village Women
Season 3 Episode 45
| Brand | Farm Didi |
| Company Name | MISSIONDIDIS PRIVATE LIMITED |
| Founders | Anukrit Johari, Manjari Sharma, Asmita Ghodeshwar |
| Original Ask | 50 lakhs for 10% equity at the valuation of Rs. 5 crores |
| Deal | 1 crore for 10% equity at the valuation of Rs. 10 crores |
About the Product
FarmDidi offers a delectable selection of homemade delights, including their renowned Homemade Mango Pickle, known locally as Aam ka Achar. This tangy and flavorful pickle is a favorite among customers, capturing the essence of traditional Indian cuisine. For those craving a spicy kick, FarmDidi presents their Green Chilli Pickle, or Hari Mirch ka Achar, bursting with vibrant flavors and heat. The Crushed Lemon Pickle, or Nimbu ka Achar, offers a zesty and refreshing twist, perfect for adding a burst of citrus to any meal.
Garlic lovers rejoice with FarmDidi’s Garlic Pickle, or Lehsun ka Achar, which boasts bold and savory notes that complement a variety of dishes. Additionally, their range includes Jain pickles, catering to specific dietary preferences. In addition to their array of pickles, FarmDidi also offers various chutneys, adding versatility and flavor to any culinary creation. With FarmDidi’s homemade condiments, customers can elevate their meals with authentic taste and quality, crafted with care by rural women dedicated to preserving traditional recipes.
Founders & their story
- Anukrit Johari
- Manjari Sharma
- Asmita Ghodeshwar
Farm Didi empowers village women in the food business through the FarmDidi App, offering training sessions conducted in villages to ensure the production of quality and hygienic food products. With over 1500 Didis associated and 70 FarmDidis, these women have seen a significant increase in their average monthly earnings, ranging from 5000-10000 Rs with FarmDidi compared to 1000-2000 Rs without. Mango Pickles stand out as their best-selling product, reflecting the success of FarmDidi’s approach. An MoU with the Maharashtra Government has facilitated collaboration with self-organized groups, further expanding their reach. Zoom meetings are organized to educate them about the App for online training, supplemented by offline sessions to groom Didis into FarmDidis.
FarmDidi ensures taste consistency by providing premises and selects vendors for raw materials, conducting lab tests for quality assurance. The team extends support to Didis until they achieve self-sufficiency, establishing SOPs and conducting regular audits to maintain standards. Before products are dispatched to customers, they undergo lab tests to guarantee quality. With a website ‘Visit to Purchase’ conversion rate of 6%, FarmDidi has demonstrated strong market traction. Their success is further evidenced by the substantial amount raised in Aug 2022, totalling 1.33 crores at a valuation of 20 crores.
About the company
FarmDidi is dedicated to bringing the essence of rural India to your table, beginning with the hands that tend to the farms and nurture the ingredients that grace their dishes. These rural women, adept at selecting the finest produce and mastering traditional culinary techniques, craft each delicacy with care and skill. Their products, sourced directly from the farms, offer an authentic taste of India, free from preservatives or artificial additives. With a commitment to local recipes and preparation methods, FarmDidi ensures that every bite is a testament to the rich heritage of Indian cuisine.
From caramelized snacks to savoury delights, FarmDidi’s offerings cater to a variety of palates. Whether you’re craving the sweetness of caramel or the boldness of peri peri seasoning, each product promises to delight your senses and transport you to the heart of rural India. But FarmDidi is more than just a purveyor of fine foods; it’s a social enterprise with a mission to empower rural women. By reinvesting a portion of their earnings into training and development programs, they aim to equip these women with the skills and resources they need to thrive as entrepreneurs.
At the core of FarmDidi’s ethos lies a commitment to transparency, integrity, and respect for all stakeholders. They embrace failure as a stepping stone to growth, continuously innovate to meet evolving consumer demands, and challenge conventions to drive positive change. In every FarmDidi product, you’ll find not just the flavours of India, but also the warmth and passion of the rural women who bring them to life. So the next time you indulge in a FarmDidi treat, take a moment to savour the love and dedication that goes into each and every bite.
Revenue
In September 2023, Farm Didi achieved sales totalling 6 lakhs, followed by a growth to 7.6 lakhs in October and a further increase to 10.1 lakhs in November. For the fiscal year 2022-2023, their annual sales amounted to 55 lakhs, while up to December 2023, they reached 60 lakhs for the fiscal year 2023-2024. Projected sales for the fiscal year 2023-2024 are anticipated to reach 1.5 crores, showcasing a promising trajectory. With a gross margin of 65%, Farm Didi maintains a healthy financial standing. Despite monthly burn averaging between 3.5 to 4 lakhs, their sales growth reflects a sustainable business model and effective management of resources.
Founders’ Ask
50 lakhs for 10% equity at the valuation of Rs. 5 crores.
Offers
Anupam and Peyush’s offer: 50 lakhs for 10% equity at the valuation of Rs. 5 crores.
Vineeta’s offer: 50 lakhs for 5% equity at the valuation of Rs. 10 crores.
Peyush and Vineeta’s offer: 1 crore for 10% equity at the valuation of Rs. 10 crores.
Final Deal
Peyush and Vineeta: 1 crore for 10% equity at the valuation of Rs. 10 crores.