Imagine you asked for Rs 50 from your mother and she gave you 250! Well, kuch sauda mangwana hoga, obviously 😁😅
Jokes apart. KIWI Kisan Window had the same jaw-dropping and unbelievable moment when they walked out of the Shark Tank India Season 4 with a Rs 2.5 crore deal. 🫨
The Dehradun-based startup was founded in 2017 by Abhinav Ahluwalia and Nupur Agarwal.
Initially, it started as a small farmers’ market, but over time it has transformed into a leading example of sustainable entrepreneurship.
How Things Started?
Before moving towards how the venture started, let us find out how the founders met.
The story of Abhinav and Nupur began in an extraordinary manner. You won’t believe: at a vibrant drum circle in Dehradun. 🥁
Although meeting for the first time, their bond deepened through a shared philosophy of life and a mutual passion for community building. Eventually they started as friends, but soon their relationship turned into a lifelong commitment.
Reason: One Vision: to empower farmers and advocate for sustainable living.
The First Venture
The couple set up their 1st venture, Evolve Foundation. It was an NGO to create a smart and sustainable village, and its focus was on 3 pillars: healthcare, skill development, and livelihood generation.
While working for it they discovered the major challenge faced by farmers: marketing their produce and ensuring fair prices.
One Thing Led to Another: KIWI Kisan Window by Abhinav and Nupur was Born
Two recurring questions asked by farmers:
- Where will I sell my produce?
- How do I get the best price for it?
Obviously, nothing makes sense (sustainability or not) if they do not get their livelihood.
This was the moment when the couple realized the potential of India’s agricultural diversity, and they set out to connect farmers with mindful consumers. This vision led to the creation of the KIWI Kisan Window in 2025.
The platform is dedicated to delivering fresh, organic produce—straight from farms to dining tables.
While working directly with the farmers, the startup ensures fair trade practices.
Taking the 1st step
The seeds of KIWI Kisan Window started off by organizing a small farmers’ market in Dehradun in 2017. To this, they received an overwhelming response from both farmers and consumers.
This encouraged the duo, and they started packaging and branding farm produce under their own label. Further, they expanded their reach year by year.
Next, in 2019, the venture received its 1st angel investment of Rs 80 lakh which was used to:
- Establish a better infrastructure.
- Build an efficient logistic network.
- Open its first store in Dehradun.
Challenges and Solution: Nothing Stopped Them from Scaling Up
The list of challenges started with educating customers about the inconsistencies in natural products.
For example, branded honey does not crystallize, but the honey those farmers produced was crystallizing.
Now, the duo had to explain—repeatedly—why their honey crystallized.
However, this crystallization, or any other natural change occurring in farm produce, is nothing bad, and it does not make the produce bad either, like the honey.
But for customers—because we are used to seeing perfect products (branded)—it is hard to accept these types of products, even though they are healthier than the other options available in supermalls.
But the duo and their KIWI Kisan Window rose above these challenges, and by 2022, their 3rd store was opened in Chandigarh. Later, they expanded in Gurgaon and Mohali as well.
When the Focus is Clear 👓
Abhinav and Nupur focused on profitability from the beginning, and this acted as fuel for their growth independently. Obviously, when our vision and mission are clear, achieving our next milestone becomes easier.
However, despite profitability being their primary focus, the founders remained steadfast in their principles: fair pricing and sustainability.
Team and Revenue
Moving ahead, the KIWI Kisan Window marked a considerable boost in revenue.
- Early 2021 Rs 34.08 lakh
- FY22-23 Rs 4.3 crore
- FY23-24 Rs 5.06 crore
Currently, there are 70 people employed in the company, and it operates across its stores from its head office in Dehradun.
Enter: Shark Tank India
Originally, there were no plans to participate in Shark Tank India Season 4. But har bar ki tarha friends and family played an essential part by pushing them into it.
And realizing the opportunity to showcase their vision on a national stage they said: Yes.
Here comes the real twist.
KIWI Kisan Window founders Abhinav and Nupur asked for an investment of Rs 50 lakh but bagged Rs 2.5 crore from Kunal Bahl (Snapdeal founder).
Currently, KIWI Kisan Window is now more than just a retail brand—it is a movement. By collaborating with thousands of farmers nationwide, the startup promotes fair trade. Also, to provide consumers with high-quality, pure products. To maintain consistency, KIWI Kisan Window took relevant measures like:
- Establishing local processing units
- Implementing strict quality checks
- Developing a reliable supply chain for consistency
This enabled them to build a loyal customer base and recognition as one of India’s top sustainable brands.
What’s Next?
Looking ahead, the KIWI Kisan Window is planning to expand to 100+ cities and introduce more value-added products.
A couple who started the venture with a simple aim: to connect farmers to consumers—now their success shows the power of innovation and purpose-driven entrepreneurship.
Like this, they continue to grow while creating windows of opportunity and doors for a sustainable future.
Get your fresh pack of groceries @KIWI Kisan Window
