Client Overview
FarmDidi, founded in 2018, is a Delhi-based D2C food brand rooted in traditional Indian kitchen wisdom, later gaining national recognition after securing funding on Shark Tank India.
Problem Statement
Sales plateaued at ₹3-4L/month. In-house social media lacked scale and a relatable brand voice to connect with a wider, diverse Indian audience.
Our Approach
We rebuilt FarmDidi’s social identity to drive community and brand love. We humanized the brand by creating our own content, from educational whiteboard videos on superfoods (fenugreek, kalonji) to viral meme series (“Didi Goes Savage”). Our insight: regional character ads (our own team dressed up!) massively boosted engagement. We onboarded 50+ influencers (homemakers, chefs, travel/food creators) purely on barter, saving lakhs and generating lakhs of organic views. This authentic community-building created a powerful story that directly contributed to their ₹1 Crore Shark Tank funding.
Influencers Onboarded
0
+
Lacs saved in pure barter deals with micro & macro creators across niches
Increase in Sales
0
x
Per month sales went up from Rs 4L to Rs 12L
Funding Secured
₹
0
Cr+
Revenue numbers that looked so good that sharks couldn’t refuse the deal
Testimonial
It’s Hard to Find People Who Get Things Done With So Much Accountability
Most of the third parties are typically very transactional in how they operate. It is always about the scope of work with limited accountability. Being a startup I was looking for someone who can hustle along with us, who are very close to the team and looking for wins like us. With Umanshi, it never felt that there is a different company in another universe, but it always felt that there is my team who is working with our goals. I also want to thank Sonali for her sheer dedication and unmatched ability to get things done. Umanshi, you have an amazing team! Keep up the good work!
Manjari Sharma
Co-founder, Farmdidi
Built for Business Outcomes
Going Regional
Blanket selling of pickles wasn’t working effectively – Gujarati, Punjabi, Marathi characters created in-house for better resonance
Building Achaar Lover Community
We built the Achaar Lover community to celebrate food habits, nostalgia and shared kitchens habits
Complete Ownership
50%+ elements/activities delivered above and beyond the SOW to ensure the success of the brand (in-house shoots to AI generated videos to team dressed up as characters, etc)
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