New Delhi: DeHaat Honest Farms has appointed YAAP Digital Private Limited as its creative and media partner as the brand looks to strengthen its presence in India’s growing pesticide-free food category.
The partnership will see YAAP handle digital communication strategy, content development, social media management, influencer collaborations, as well as media planning and buying for Honest Farms. The mandate comes at a time when consumer focus on food quality, sourcing transparency and ingredient credibility continues to intensify across India’s clean food segment.
According to the companies, the collaboration aims to position Honest Farms as a credible and transparent voice in a category often challenged by vague claims and low consumer trust. The communication strategy will focus on highlighting product clarity, sourcing practices and traceability to help consumers make more informed food choices.
Commenting on the partnership, Adarsh J. Srivastava, Co-founder(DeHaat), Co-founder & CEO (DeHaat Honest Farms), said, “Consumers today are asking harder questions about what they eat and where it comes from. Our job is to answer those questions honestly and at scale, and this partnership gives us the capability to do exactly that.”
Sharing his thoughts on the collaboration, Manan Kapur, Senior Partner at YAAP said, “DeHaat Honest Farms is building a modern brand rooted in trust and quality, and we’re excited to partner with them on this journey. At YAAP, our focus will be on creating impactful storytelling and media strategies that help the brand connect deeper with consumers and scale meaningfully.”
The partnership reflects the increasing emphasis among food and agriculture brands on combining performance marketing with long-term brand building as consumer awareness around sustainability, food safety and sourcing practices continues to evolve.
As India’s clean food market matures, DeHaat Honest Farms aims to strengthen its positioning through consistent consumer communication, transparency-led storytelling and digitally driven engagement strategies.
