DeHaat’s Honest Farms raises ₹35 Cr to grow retail presence and product range

Honest Farms, the consumer food brand launched by agritech startup DeHaat, has raised ₹35 Cr in a pre-Series A funding round, according to a report by Inc42. The company plans to use the capital to expand its retail footprint and broaden its product portfolio.

The raise underlines sustained investor interest in India’s farm-to-fork opportunity—where technology-led supply chains and branded consumer products are increasingly working together to improve availability, consistency and trust in everyday food purchases.

Building a wider retail presence With the new funding, Honest Farms is looking to strengthen how and where customers can access its products. Expanding a retail footprint typically involves increasing presence across a mix of channels such as modern trade, general trade and other organised distribution formats, along with improving merchandising and visibility.

For a consumer food brand emerging from an agritech platform, this expansion can also serve a broader purpose: creating more predictable demand for farmers and producer networks linked to upstream supply. As the brand scales, tighter integration between sourcing, processing and distribution can help reduce wastage and improve throughput.

While the company has not disclosed specific store counts or city-by-city targets in the available source context, the intent is clear—reach more consumers with a larger shelf presence, while building the brand steadily in a competitive market.

Expanding the product portfolio Alongside retail expansion, Honest Farms plans to widen its product portfolio. For consumer brands in food and staples, portfolio expansion often means entering adjacent categories and offering customers a broader set of choices within the same trust framework.

A larger portfolio can also improve unit economics over time by increasing basket size, enabling better use of distribution and logistics, and creating opportunities for repeat purchases. For a brand backed by an agritech ecosystem, this may further support stable procurement, encourage quality-focused practices and promote traceability-led sourcing.

The company has not detailed which categories it will add in this phase, so the immediate takeaway is directional: Honest Farms is aiming to deepen its consumer proposition, rather than relying on a narrow set of products.

A positive signal for India’s agrifood startups Honest Farms’ fundraising comes at a time when Indian agrifood and supply-chain ventures are increasingly exploring hybrid models—combining upstream agri networks with downstream consumer branding. This approach can help bridge persistent gaps between farmgate value and retail value, and support more resilient supply chains.

For DeHaat, which operates as an agritech startup, the growth of a consumer-facing brand can complement its broader platform by creating stronger demand-side pull. Over the longer term, such demand signals can encourage better planning across the chain—from crop advisory and aggregation to processing and distribution.

As India continues to modernise its food systems, capital flowing into consumer brands with strong sourcing linkages can be a constructive development—supporting farmers, improving quality consistency for consumers, and building scalable businesses.

**Why it matters:** A ₹35 Cr pre-Series A raise for Honest Farms signals growing momentum in India’s farm-to-fork consumer brands, with potential benefits across the value chain—more market access, broader product choice, and stronger linkages between farmers and everyday retail demand.