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How KISSAN has become the Brand

Chander Mohan
Chander Mohan
Kisan Product
KISSAN Products

KISSAN - Tomato Ketchup contains only 28% tomato paste along with other ingredients.  Hindustan Unilever Limited is manufacturing and selling the product in the market. 

The company itself is claiming that "This is only brand name/trade mark and does not represent its true nature. It is very disgusting that HUL is earning huge profit out of Farmers produce and using the name KISSAN and do not want to give any credit to the farmer.  Moreover, the ketchup is containing only 28 percent of tomato paste and not the whole tomatoes.  The Sahyadri Farmers Producer Company Limited is also involve in procuring the farmers produce, the FPO is also not having any objection on use of the KISSAN name and allowing to say only Brand and Trade Name.  

It is the high time to ponder on the issues that when the farmers are agitating on the roads that there should be legislative law on the MSP and the choice should be with the Farmer to sell his produce.  

Hats off to Krishi Jagran for the dedicated approach for introducing Farmer the Brand that has publicized more than 400 brands of farmers with PAN India presence.   

The fear of farmers is true that the business community shall take away the whole credit of the hard work of the farmers. The above is the true example. 

Here is an interesting story that how the Farmer has become the Brand KISSAN. As per the Hindustan Unilever Limited relationship with the farmers and adoption of the name KISSAN as brand given in their website. During the British era, trains passing through Punjab made a stop at a processing unit where farmers sold freshly picked fruits. Locals called this spot KISSAN and from there on it became a household name. The UB group, under the Late Vittal Mallya then, acquired KISSAN from Mitchell Bros. in the year 1950. In 1993, KISSAN was acquired by Brooke Bond India and is now an integral part of Hindustan Unilever Limited (HUL). 

KISSAN’s story of pioneering innovation began with the launch of new formats of food, such as canned fruits and vegetables, baked beans, and the like. From there onwards, the journey has been focusing primarily on enabling small farmers to produce quality sourced ingredients. At KISSAN, the HUL keep the farmer's interest in mind along every step of the way. In 2019, 76 percent  of Tomatoes used in KISSAN ketchup were from sustainable sources. The Public-Private Partnership (PPP) project, which began in 2012 between HUL and Maharashtra Government for sustainable sourcing of Tomatoes, became self-sustaining in 2015.  

HUL continued its practice of giving a buy-back guarantee of produce to farmers. HUL provides vital support by imparting farmers with knowledge and expertise in sustainable agriculture practices for Tomato cultivation.  

This includes the latest agricultural techniques, irrigation practices, and the recommendation of the right type of seeds. In one such practice, a new Tomato varietal developed was employed by farmers which takes lesser time (90 days) to harvest versus traditional varieties (150 to 180 days).  

These Tomatoes had a brighter red colour which would fetch farmers better prices and helps enhance their returns on yields. Around 8,000 farmers across the country cultivated Tomatoes for HUL in 2019. 

Not just Ketchup & Sauces, all HUL products - Jam, Peanut Butter, Squash are made-up of ingredients sourced from farms across India. 

Oranges from Nagpur, Lemons from the Himalayan foothills, Pineapples from Kerala, Grapes from Karnataka and Peanuts from Gujarat. 

The brand KISSAN is because of the dedicated KISSAN -Farmers  of India.  

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