In anticipation of the much-awaited Kisan Mela to be held at Punjab Agricultural University (PAU), Ludhiana, on September 26 and 27, the university hosted a pre-launch session of food products by incubatees of the NIDHI-TBI Host Institute at PAU. The interactive platform provided budding entrepreneurs with an opportunity to unveil their latest innovations, strengthen brand visibility, and prepare for a wider market introduction during the upcoming mela. One of the key participants in the session was Mr Paramjit Singh Pannu, founder of the Farmative brand, incubatee of NIDHI-TBI and a member of the PAU Kisan Club. He showcased his innovative food products - the plum extract in addition to his diverse portfolio of more than 20 value-added food products which included finger millet cakes, foxtail cookies, millet cookies, multiple varieties of flour and a special white sugar-free bakery range. The brand particularly targets the health-conscious urban population, which is increasingly turning toward nutritious products.

During the session, Mr Pannu, in collaboration with the NIDHI-TBI team, also introduced redesigned packaging and updated labels, reflecting the growing importance of branding and product presentation in modern markets. The emphasis was on how visually appealing and functional packaging could bridge the gap between entrepreneurs and health-aware consumers, ultimately leading to stronger customer engagement and loyalty.

Dr Ramandeep Singh, Director, SBS and Principal Investigator of NIDHI-TBI, lauded the commitment and creativity of the incubatees as well as stressed the importance of collaboration and market integration. He said that incubatees should not only innovate but also build strong connections with PAU-recommended farmers, ensuring that local produce and varieties are brought into the value chain. He further encouraged the entrepreneurs to remain responsive to consumer feedback while aligning their business models with sustainable agricultural practices.

Adding to the discussion, Mr Gurinder Singh, CEO of NIDHI-TBI, remarked that understanding the shifts in consumer lifestyle and purchasing patterns is essential for long-term business growth. He further added that continuous product innovation, trust-building and consistent quality are key drivers in creating a credible and competitive agri-based brand.

Meanwhile, Mr Sameer Gautam, Business Manager of NIDHI-TBI, shared insights into strategic marketing and product positioning. He advised the entrepreneurs to define their unique selling points (USPs) clearly and adopt a segmented approach for different categories of consumers. This would help them carve out a distinct niche in the market while maintaining scalability.

The pre-launch session proved to be a valuable rehearsal for the forthcoming Kisan Mela, equipping incubates with refined strategies and renewed confidence. It also underscored PAU and NIDHI-TBI’s enduring commitment to nurturing agripreneurship, fostering innovation, and promoting value addition in agriculture, thereby enabling startups to meet the evolving needs of society.