KIWI Kisan Window of Dehradun is a promising new brand in the Health & Wellness segment, with a cornucopia of 700 food products. Having successfully piloted in Uttarakhand and the UAE, it is now poised to expand in both domestic and export markets.

◊ By Rutaksha Rawat

Visit ORGANIC SHOP by Pure & Eco India

Its moustached farmer-logo quite accurately reflects KIWI Kisan Window’s ethos. The Health and Wellness company located at the foothills of the Himalayas has primarily been conceived out of concern for India’s farmers. KIWI’s founder and CEO, Abhinav Ahluwalia, a Rural Management graduate from the KIIT School of Rural Management, Bhubaneswar, was serving the Gujarat government as an agriculture consultant for tribal development when he first began to ruminate on a foray into agribusiness. “My biggest motivation to select this path was farmer help and support. That was precisely why I studied rural management in the first place,” says Ahluwalia.

KIWI Kisan Window’s product range includes certified organic, as well as, preservative-free foods

With its foundation stone laid in 2017, KIWI offers, through its 700-products wide range—an all-encompassing package of foods for those seeking a healthy life. The health brand has a dedicated Organic segment, along with a conventional foods arm labelled Healthy Conscious Food, as it is preservative free.

KIWI’s organic product range contains everything from dried fruit to staples, spices, oils and grains—all processed, cleaned and packaged at its Dehradun-based ISO and Organic certified facility as per Indian, US and European organic standards. The name KIWI is a union of the first two letters of the word Kisan, meaning farmer—and Window, representing the Window of Opportunity the brand offers farmers and consumers alike.

KIWI Kisan Window’s retail store on EC Road, Dehradun

“Kisan Window throws open a window of opportunity for farmers to sell their products at fair prices. It is also a window of opportunity for consumers, who can purchase chemical free products and enjoy good health,” explains Ahluwalia.

Besides supporting a native farming community in Dehradun comprising 25 farm families, KIWI procures produce from 700 farmers from various regions of India. A majority of its produce is sourced from Uttarakhand, which remains largely unsullied by the Green Revolution, owing to its challenging terrain and the economical limitations of its farmers—banes that have proven to be a boon for the present generations enjoying its bounty. The company reaches out directly to farmers, eliminating the role of brokers and making it possible for it to offer fair prices.

Founder & CEO, Abhinav Ahluwalia, a Rural Management graduate, had always dreamed of working in the rural development sector

With two retail outlets in Dehradun—in EC Road and Jakhan respectively—KIWI entered the retail business by establishing its own retail stores. “For a year, we strategically remained in Dehradun through our two retail outlets to reach out directly to end consumers. This helped immensely, as we received precious feedback on our concept, products, quality, price and range,” says Ahluwalia.

With its pilot successful and its products embettered through feedback incorporation, KIWI is now geared to extend its distribution beyond Uttarakhand and the UAE, further expanding its already significant presence. Armed with the NPOP (National Programme for Organic Production), NOP (National Organic Program) and EU Organic certifications, it seeks to expand in both domestic and export markets.

Despite its ambitious plans for market acquisition, the Farmer remains at the heart of KIWI Kisan Window’s enterprise. The brand believes, “An agripreneur can only become a true agripreneur once he understands and feels the pain, joy, anger, success, failure and hardship of a farmer.” Photo courtesy of KIWI Kisan Window

Despite its ambitious plans for market acquisition, the Farmer, according to Ahluwalia, remains at the heart of his enterprise. “An agripreneur can only become a true agripreneur once he understands and feels the pain, joy, anger, success, failure and hardship of a farmer,” he believes.

CONTACT DETAILS

Ph: +91 9012662662

Email: [email protected], [email protected]

Website: www.kisanwindow.com