How Farmley Used Celebrity Collaborations to Shape Its Snack Story in India

Discover how Farmley used celebrity collaborations to transform its marketing direction in India. In this blog, we analyse the impactful partnerships and marketing strategies that have made the brand what it is today.

In a market packed with processed snacks and sugar-heavy treats, Farmley entered with a different promise: clean, healthy, and conscious snacking. Launched in 2017, the brand started as a direct-from-farm supply chain for dry fruits and has since grown into a trusted name for nutritious snacks like Makhana (fox nuts), nut mixes, and trail mixes. What began with a focus on sourcing quality ingredients has evolved into a nationwide movement toward smarter eating.

Farmley’s rise isn't just about what’s in the pack, it's also about who’s holding it. In recent years, the brand has turned to popular celebrities and influencers to tell its story, from Bollywood celebrities to content creators. This blog breaks down how these collaborations have shaped Farmley’s growth and helped create a brand image for itself.

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The Rise of Farmley in India’s Healthy Snacking Market

Farmley identified a growing gap in India's snacking habits. Consumers wanted something healthier, but didn’t want to compromise on taste. The brand understood that and began by supplying just that, sourcing directly from farmers, and offering unprocessed, preservative-free products.

Key facts:

• Founded in 2017 by Akash Sharma and Abhinav Muralidharan.
  
  
• Offers over 150 SKUs across dried fruits, nuts, and superfood-based snacks.
  
  
• Available online through their website and major marketplaces like Amazon and Blinkit.
  
  
• Retail presence in over 15,000 stores across metro cities.

Trends Driving Farmley’s Growth

Before diving into the brand’s celebrity collaborations, it’s important to understand the earlier trends that set the stage:

1. Health-Conscious Urban Consumers

More Indians, especially in metro cities, are reading labels and checking ingredients. Farmley’s clean-label snacks filled this growing need.

2. Rise of On-the-Go Snacking

As work-from-home shifted to hybrid models due to COVID-19, people began looking for snacks that were quick, light, and healthy. Farmley’s makhanas and nut mixes fit the bill.

3. Direct-to-Consumer (D2C) Services

With platforms like Instagram and YouTube helping brands speak directly to consumers, Farmley got into content collaborations and targeted online campaigns featuring celebrities and influencers.

This solid foundation in quality gave Farmley the credibility it needed, but reaching a wider audience meant getting into mainstream visibility. And that’s where celebrity collaborations came into the picture.

Why Celebrity Collaborations Mattered to Farmley

Farmley’s goal wasn’t just to advertise. The brand wanted to build trust. And in a cluttered health-snacking space, trust often comes from familiar faces.

Celebrities help brands feel more relatable. Whether it’s someone enjoying Makhana during a break on set or showing it as a healthy swap for chips, audiences see themselves in these moments. Or when a person’s favourite celebrity uses a product, the fans feel influenced and hence it leads to them purchasing it. 

With influencers, it’s much more than that. When an influencer who is known for creating content centered around one particular industry, say fitness, and such an influencer uses a brand’s fitness product and posts about it, trust is created. This way, potential consumers increases in number. 

Farmley understood this and put it into action. As a result, the brand collaborated with a number of celebrities and influencers. Let’s explore how these turned out!

1. Rahul Dravid x Farmley

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In June 2023, Farmley announced former Indian cricket captain Rahul Dravid as its first brand ambassador. Known for his integrity and dependability, Dravid embodies the values that Farmley stands for. The collaboration aimed to highlight Farmley's commitment to providing adulteration-free premium dry fruits and nuts.

In the "Healthy Ko Rakhe Healthy" campaign, Dravid showcased a playful side, engaging in a creative portrayal to emphasize the brand's wide range of healthy snacking options. The campaign underscored the importance of choosing unadulterated dry fruits and nuts for a balanced lifestyle.

Farmley brought on Rahul Dravid as their brand ambassador in June 2023. Right after the announcement, interest in the brand began to climb. In June 2023, searches hit 6,600, a 22% increase.

By July 2023, they rose further to 8,100, up 23% from the previous month.

The highest spike came in January 2024, when searches reached 18,100, which was after collaborating with ex-cricketer Rahul Dravid. That’s a 50% year-on-year growth.

This growth suggests the collaboration played a key role in raising brand awareness. With Rahul Dravid’s trusted public image, Farmley reached more people and built stronger recall in India’s healthy snacking market.

2. Chitrangada Singh x Farmley

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Bollywood actress Chitrangada Singh collaborated with Farmley to promote their Date Bites in May 2025, a dessert combining almonds, pista, cashews, honey, ghee, and dates. The campaign, titled "The Dessert That Loves You Back," highlighted the indulgent yet wholesome nature of the product.

In the promotional video, Singh emphasized the natural ingredients and the guilt-free indulgence offered by Farmley's Date Bites, aligning with the brand's commitment to healthy snacking.

3. Jasmin Bhasin x Farmley

Television actress Jasmin Bhasin also partnered with Farmley to showcase their Date Bites in April 2025. In her Instagram reel, she shared her delight in discovering a dessert that's both delicious and guilt-free, resonating with health-conscious consumers.

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Farmley’s Influencer Collaborations

Farmley has effectively partnered with a diverse group of influencers to promote its healthy snacking options, particularly its Date Bites. These collaborations have helped the brand connect with various audiences by using the unique styles and reach of each influencer.

1. Agasthya Shah x Farmley

Agasthya Shah, known for his relatable and humorous content, collaborated with Farmley to showcase their Date Bites as a tasty and wholesome snack. In a lighthearted reel, he highlighted how these snacks can be a delightful part of one's morning routine.

2. Priyanshu x Farmley

Content creator Priyanshu teamed up with Farmley to produce a comedic sketch titled "The Date Mixup." The video creatively incorporated Farmley's Date Bites into a humorous narrative, engaging viewers with its storytelling approach.

3. Mahima Dhoot x Farmley

Food blogger Mahima Dhoot, of "Dining With Dhoot," featured Farmley's Date Bites in a Mother's Day special. She prepared her mother's favorite chili oil fried rice and concluded the meal with Farmley's Date Bites, emphasizing their natural sweetness and suitability for mindful snacking.

4. Durjoy Datta x Farmley