How Daily Farmer is Supporting Small Scale Farmers and Building India's Next Conscious Brand

Do you too wake up to horrifying news of ‘adulterated paneer in McDonald's’ or ‘teenagers at risk of Diabetes due to fast food consumption’? Well, this is the reality. We’re living in a world where ‘health and wellness’, which was once a way of life, has now become a booming commercial industry. Why? It’s because of us. There has been a dramatic shift to fast-food consumption and unhealthy eating choices among today’s generation. People prefer eating fast food rather than a well-balanced, nutritious meal prepared at home. Witnessing the horrors of today’s lifestyle, Ramnivash Mathiyalagan was deeply perturbed by the scenario.

Thus, he founded the Daily Farmer in 2022. The brand was started with a vision to make people aware of their unhealthy eating choices. Soon, it became a household name and has more than 10,000 happy customers. Based in Tirupur, Tamil Nadu, the brand works closely with small-scale farmers of Tamil Nadu and Kerala. The brand ensures they get better than market rates. In this article, we dive deep into the ethos of Daily Farmer, the emerging clean-label industry in India, the rise in health-conscious consumers and more with Ramnivash Mathiyalagan, the founder of the brand. 

“Daily Farmer was born from the simple belief that what we eat daily matters the most. With a background in food science and years spent working with global brands like Chobani in various roles, including Quality Assurance, Product Development, and Continuous Improvement, I wanted to bring that same level of quality and transparency in food when I moved back to India,” says Ramnivash Mathiyalagan. What started as a kitchen experiment, Daily Farmer has now grown into a mission to make clean, honest, and nutrient-dense foods accessible and enjoyable. Mathiyalagan continued, “I always believe in doing things the right way, not the easy way. This is something I learnt from my previous work experience, and we follow this at our brand as well, from people to product.”

Although the question arises, today the market is flooded with products and brands claiming their offerings or ingredients are organically sourced or are a byproduct of ethical farming. What truly sets this brand apart? Mathiyalagan replied, “Farm-to-table is no longer a niche; it's a movement. But we believe it’s not just about where the food comes from, but how it's handled at every stage that makes the real difference.” He further expressed, “What sets us apart is our obsession with purity, quality, and storytelling. We go beyond just sourcing clean — we turn ingredients into nutrient-rich, lab-tested, family-approved products that people love to eat daily. Whether it’s our Rose Gulkand, Wild Forest Honey, or ABCD NutriScoop for kids, everything is made to eat and not feel guilty.” Unlike other brands on the market, Daily Farmer stands firmly behind the claims it makes.

From sourcing to engaging with the farmers directly and testing every batch, Ramnivash states, the brand has always adhered to the principles of transparency. The brand vouches for clean, honest food full of goodness! The founder confidently believes this is not just another brand on the shelf. “We're a brand on a mission — to put real, functional food back where it belongs: on your plate, every single day.”

The Rise of Clean Labels in India

But do you ever ponder? Why do we suddenly see a trend or a rise in ‘health-conscious foods’? Why does every other brand label in the market assert with sheer certainty that ‘All ingredients are sourced organically’? Well, Local Samosa asked Ramnivash, “Why is it important, in your view, to raise awareness about nutrient-rich foods and clean, organically sourced produce?” He replies, “Because what we eat today decides how we live tomorrow. We're at a crucial turning point — Indian consumers are becoming increasingly food-conscious. People are now reading ingredient labels, Googling E-numbers, and asking questions like “Is this preservative safe?” or “What’s the source of this honey?” This shift in awareness is already nudging the market. Brands can no longer hide behind vague claims — they’re being called out, and that’s a good thing."

"Even if the clean-label revolution isn’t mainstream yet, give it 5–10 years — India’s food market is heading toward a massive transformation. We’re going to see fewer synthetic ingredients and more transparency, authenticity, and traceability.” He continues, “Raising awareness now ensures we build a healthier food culture not just for this generation, but for the next. We're proud to be part of that shift by putting honesty on our labels and nutrients in every scoop.”

However, in a market like India, people don’t often give enough attention and importance to their consumption habits. Though there has been a shift in the rigid mindsets of many individuals, and new emerging ‘healthy’ or ‘plant-based cafes’ are proof, many still cling to their old, unhealthy eating choices. When Local Samosa posed the question about a few early challenges the brand faced in its initial days working in the Indian food market, the founder replied, “One of the biggest early challenges was understanding the market. With so many products flooding the shelves claiming to be “natural” or “organic,” we knew we didn’t want to be just another name. So, we kept our approach simple — focus on clean, functional foods people can use every day with confidence.” He further explained, “But perhaps the most personal and important challenge was earning the trust of parents. When someone feeds your product to their child, they’re not just buying food — they’re placing trust. We knew we had to earn that trust every day, not just with quality, but with honesty and consistency.”

Challenges and Obstacles

Starting a brand isn’t easy. One must navigate numerous hurdles and face various challenges. We asked the founder of the clean label for his secret sauce behind tackling these obstacles, and he replied, “One of the major hurdles was developing a strong brand identity. We didn’t want to follow the crowd with generic stand-up pouches or cardboard sleeves. We chose to pack our products in reusable PET jars — yes, they’re more expensive, but they reflect our values: premium, thoughtful, and sustainable. And over time, customers began to not only appreciate it, but they started reusing it proudly.”

Daily Farmer immediately became a household name. People of all ages could now connect with the brand. Thus, we were curious to ask Ramnivash which had been their best-selling product so far; he replied, “Without a doubt, our Rose Gulkand has stolen the show! Made from native Damask roses and naturally sweetened without preservatives, it’s become a daily ritual for many, from people managing PCOD to those just looking to cool down and improve digestion.” He continued to explain, “What started as a nostalgic ingredient turned into a modern-day superfood, and customers love that it's both traditional and functional. We've even had moms sending us messages saying, “My kids are now asking for Gulkand instead of candy!” — and that tells us we’re doing something right.”

With an invigorating number of over 10,000 happy customers, the brand has now expanded to more than 40 retail stores and ships pan-India from their humble base in Tirupur, Tamil Nadu. They are known for their Damsak Rose Gulkand, natural sweeteners, millets and more. Unlike other brands, Daily Farmer is here to make a change and is rightfully doing so. The brand was founded with a vision to support small-scale farmers and contribute to their livelihoods. When we asked Ramnivash about this, he replied, “We work directly with farming communities — especially in Tamil Nadu and Kerala — ensuring they get better-than-market rates and cutting out the middleman. We also train them in adding value to these products, which we source from them at a better price.”

As the brand continues to make waves and appeal to consumers, it plans to shift its focus from “category-based” products to “concern-based” solutions. Instead of just launching something because it fits a trend or shelf, the brand wants to ask genuine questions like, 'What problems are our customers trying to solve?' Whether it’s PCOD, low immunity in kids, digestive health, or iron deficiency. They aim to create functional foods that offer real, targeted support.

As we concluded the interview, we asked the Tamil Nadu-based brand if they wanted to convey a message to their customers and individuals who are gradually trying to make more conscious, healthy food choices. The founder conveyed, “Start simple. Read labels. Choose foods with ingredients you can pronounce. And remember — health isn’t about restriction; it’s about replacing the bad with something better (and tastier). That’s what we’re here for.”

Things are changing, slowly but steadily. With the rise of plant-based cafes and conscious food labels, people are more aware of the dangers of consuming unhealthy food. Daily Farmer aims to play a role in educating people, but also supports small-scale farmers, and encourages consumers to live a healthy and clean life.