Baba Sehgal Makes Dry Fruits the Star of KisaanSay’s ‘Indian Dry Fruit Wali’ Diwali Campaign

This Diwali, Baba Sehgal wants Indians to look beyond the usual imported dry-fruit box. The veteran rapper and singer has joined hands with agritech brand KisaanSay for a colorful new campaign urging consumers to put Indian-grown nuts and dry fruits at the center of their festive gifting.

Titled “Iss Baar Diwali, Indian Dry Fruit Wali,” the campaign combines music, humor, and regional food stories to spotlight dry fruits grown by Indian farmers, from Kashmiri walnuts and Mamra almonds to Nashik raisins and Konkan cashews.

The campaign taps into the broader conversation around Swadeshi consumption and the push for Indian products, while giving a familiar Diwali tradition a distinctly homegrown twist.

Baba Sehgal Brings Music to India’s Dry-Fruit Story

Known for his quirky lyrics and playful music, Baba Sehgal will perform a campaign song built around Indian dry fruits and their regional origins. He will also launch a consumer contest connected to the campaign.

KisaanSay says the idea is to make consumers think about where their festive gifts actually come from. The company argues that while dry-fruit boxes are among the most popular Diwali gifts, shoppers may not always know whether the products inside are locally grown or imported.

The campaign uses the hashtags #IssBaarDiwaliIndianDryFruitWali, #DryFruitWaliDiwali and #KnowYourDryFruit.

Kashmir, Nashik and Konkan Take Center Stage

Rather than presenting dry fruits as a generic category, KisaanSay is highlighting the agricultural regions associated with different varieties.

The campaign features Kashmiri walnuts and Mamra almonds, along with Nashik raisins and Konkan cashews. KisaanSay says Indian-grown varieties can offer distinctive flavor and nutritional characteristics, depending on their origin and cultivation.

The company also says demand for nuts and dry fruits typically rises sharply around Diwali and estimates that its own category could see approximately 50% growth during the festive period.

According to KisaanSay, nuts currently account for around 25% of its business, giving the campaign a commercial dimension alongside its focus on farmers and regional agriculture.

Can ‘Swadeshi’ Change India’s Dry-Fruit Shopping Habits?

KisaanSay estimates that India imports more than $3 billion worth of dry fruits and nuts, and believes there is an opportunity to increase awareness of domestic production.

“Every Diwali, Indian families spend heavily on dry-fruit gifting, but a significant portion of that money goes towards imported produce even though our farmers grow outstanding walnuts, almonds, cashews and raisins,” said Nitin Puri, founder and CEO of KisaanSay.

Puri said the campaign is intended to make choosing Indian-grown dry fruits an easy and enjoyable consumer decision.

KisaanSay’s Farmer Network

KisaanSay says it works with 50,000 farmers across 11 states and serves more than 200,000 customers in India. Its model focuses on sourcing products from identified agricultural regions and processing and packaging them close to their origins.

The company describes its approach as a co-branding and co-profit model, designed to increase farmer participation in the food value chain. KisaanSay also raised ₹34 crore in 2026, led by NABVENTURES, to expand its farmer network, product range and domestic and international presence.

The company’s own description says it works with farmer enterprises and focuses on traceable, single-origin products sourced directly from producing regions.

With Baba Sehgal adding his signature humor and music to the campaign, KisaanSay is betting that this year’s Diwali dry-fruit conversation won’t be just about what’s inside the gift box, but where it came from.