India’s chilli supply chain has long been fragmented, with intermediaries driving up costs and creating uncertainties for both farmers and F&B brands. As Naagin’s reach expanded across retail, international markets, and food-service partnerships, its need for high-quality chillies grew rapidly, prompting the brand to reimagine its sourcing. The solution: a direct farmer ‘Soil to Sauce’ backward integration partnership model designed to streamline procurement, ensures consistent quality and provides fair pricing, as well as reliable support and income for growers.
Founded by Mikhel Rajani, Arjun Rastogi, and Kshitij Neelakantan, Naagin has always championed Indian chillies through product innovation. This initiative marks a strategic shift from simply sourcing ingredients to active agri-supply chain management.
Grass-Root Impact: De-risking Agriculture for the Farmer
Naagin partners with farmers throughout the crop cycle – from planting to harvest. Farmers receive custom seed varieties, pre-harvest financial support for essential equipment and resources that help improve both yield and quality, eliminating the farmers’ upfront investment and ensuring no corners are cut and encouraging a more efficient cultivation. Naagin commits to purchasing the entire harvest at a premium over market rates, eliminating the “grading loss” farmers typically face where imperfect-looking but high-quality produce is rejected. In situations of significant crop failure, Naagin covers costs, offering a rare sense of stability and income protection in an otherwise volatile sector.
“In the past, the most difficult part was growing a good crop and still facing uncertainty at the time of sale. So many things can go wrong and we don’t have control. With Naagin, the process is clear and outcomes are dependable. It feels like working as partners, not just suppliers,” noted a partner farmer from Maharashtra.
Naagin’s on-ground work with farmers has been significantly strengthened through its collaboration with Hi Rich Seeds (HRS), led by Dr. Narendra Singh, Sr. GM, R&D and his team at HRS. Farmers receive custom seed varieties and technical guidance on modern agronomy to optimize yield.
How the Partnership Increases Naagin’s Operational Efficiency
Firstly, by managing seeds, supporting equipment, and guaranteeing buyback, Naagin ensures chillies are consistent in flavour and heat, enabling batch-to-batch uniformity. Secondly, direct sourcing eliminates multiple layers of intermediaries, reducing transaction costs and letting more investment flow into quality raw materials.
“Farmers are often the most marginalized stakeholders in our food eco-system and that needs to change. Working with them has been eye-opening. Our goal is to build a sourcing model where they earn fairly, face less uncertainty and genuinely feel supported, while we secure the consistent quality required for a global brand. If we can prove that this model yields better business results, we hope to influence how India grows and sources food for the better,” said Arjun Rastogi, Co-Founder of Naagin.
Vision for a Sustainable Food Ecosystem
Currently in its pilot phase, the ‘Soil to Sauce’ model demonstrates that social responsibility and commercial efficiency are not mutually exclusive. By offering assured buybacks, transparent pricing, and agronomic support, Naagin Foods is building a blueprint for a more equitable, transparent, and resilient spice supply chain in India.
