Kayang: The Kinnaur-Based Organic Fruit Business Transforming Apple Farming
Kayang, founded in 2019 by Ashish Negi, is a Kinnaur-based business dedicated to selling fresh, organic Himachali apples across India.
A Vision to Empower Farmers
Ashish Negi, the founder of Kayang, hails from Huri, a small village in Kinnaur, Himachal Pradesh. Growing up around his family’s apple orchards, Ashish witnessed the decline of these once-thriving farms as they lay barren with no one to tend to them. Despite pursuing an engineering degree and working in various MNCs, Ashish always felt a pull towards his roots and the orchards that were a part of his heritage.
In an interview with Startup Pedia, Ashish shared, “There was no one left to take care of the orchards. My father was in the army, and I had moved to Chandigarh for my studies. Despite moving away, I couldn’t stop thinking about the orchards and their potential. My grandfather used to tell me that apple farming had a lot of promise, and that thought stayed with me.”
Eventually, Ashish decided to leave his corporate job and return to his village to revive the orchards. Upon his return, he was disheartened to see the struggles apple farmers faced, with low prices and exploitation by middlemen. This realization led him to organize a structured solution to support these farmers.
The Journey to Success
Ashish began his journey by working in the B2B sector, collecting apples from local farmers and selling them to corporations. However, he soon realized the challenges of this model, where farmers often faced delayed payments. To combat this, Ashish and his team worked on the ground level to ensure fair treatment for the farmers.
Once the B2B model was established, Ashish transitioned to B2C, despite the challenges of transporting perishable fruits. He leveraged social media platforms like Facebook to take orders directly from consumers, and over time, urban demand for fresh, pesticide-free Kinnaur apples grew. This success eventually caught the attention of e-commerce giants like Amazon and Flipkart, who enhanced their supply chains to accommodate the growing demand.
Growth and Expansion
When Ashish first started in 2012, he had only 8 farmers and 2,000 boxes of organic apples, generating around ₹25 lakhs in revenue. By 2019, he had officially launched Kayang, a name derived from a traditional Kinnaur dance that symbolizes the celebration of life. Today, Kayang has grown to include over 800 farmers from more than 350 villages, and in 2024 alone, the company packed and shipped 50,000 boxes of apples across India.
Ashish notes, “Our farmers are now paid fairly and on time, and many have even doubled their income. Directly connecting them with consumers has been more successful than I could have imagined.”
Looking to the Future
Kayang’s future looks promising for both consumers and farmers. Ashish is committed to helping farmers diversify their income streams by exploring other products that Kinnaur’s fertile soil can produce. Kayang plans to expand its product range to include 100% organic items like black cumin, white honey, and apricot oil. Additionally, Ashish envisions entering the food processing sector and eventually working with energy derived from spring waters.
Kayang FAQ
- What is Kayang?
Kayang, founded in 2019, is a Kinnaur-based organic fruit and food business primarily selling fresh Himachali apples across India. - Who is the founder of Kayang?
Ashish Negi, originally from Huri village in Kinnaur, is the founder. He left his job at an MNC to start working with apple farmers. - How many farmers are connected to Kayang?
As of 2024, over 800 farmers from more than 350 villages are associated with Kayang. - Does Kayang offer preservative-free, organic apples?
Yes, Kayang provides organic apples with minimal pesticide use, ensuring they are fresh and juicy.