In the spice-scented lanes of Old Delhi’s Khari Baoli—the largest dry fruit market in South Asia—a quiet revolution is ripening. Meet Fine Nuts Dry Fruit Wala, a pandemic born brand led by Ayush Mehta, a self-proclaimed “cracked nut” on a mission. What started as a COVID era experiment has evolved into a beacon of trust, sustainability, and tradition in India’s dry fruit gifting market.
“We began self-procurement, right from the source, to ensure that our customers received only the best—untainted and honest.”
The early COVID years exposed a gap in the market: lack of purity, inconsistent grading, and misleading packaging. “Even premium brands lacked consistency,” recalls Ayush. To bridge this, Fine Nuts turned directly to the source—California for almonds, Chile for walnuts, Benin for cashews, and Afghanistan for Gurbandi almonds via Amritsar.
But beyond global sourcing, what truly set them apart was their “affordable luxury with zero adulteration” mindset, amplified through eco-friendly packaging, educational storytelling, and a commitment to conscious consumption. Ayush’s approach is rooted in personal integrity. A nature lover with a traditional upbringing, he ensures that every item sold is something he would confidently serve his own family.
The brand often guides parents, patients, and fitness enthusiasts with customized dry fruit and seed suggestions—tapping into Ayurvedic wisdom and nutrition science. From food-grade ziplock pouches to reusable tin jars, every aspect of Fine Nuts’ packaging is designed to minimize waste and maximize longevity.
Their solar-powered cold storage further underlines their eco-commitment. The road, however, wasn’t always smooth. “Humidity made our paper labels bleed in the beginning,” Ayush shares. “But we adapted—upgraded materials, improved quality, and stayed true to our vision.”
“Business is when you build systems, not just sales.”
One of Fine Nuts’ core values is building systems and people-first culture. From Saleem, the brand’s first employee—now a proud bakery owner on the side— to each team member encouraged to pursue passion projects, Ayush fosters both professional growth and personal fulfillment. Even when turning down large bulk orders, they stood firm on not compromising quality for scale.
That integrity paid off—today they handle pan-India orders, government tenders, and seasonal surges with ease. Innovation here is not gimmick—it’s gourmet. From chocolate-coated almonds to mango and peri-peri cashews, masala raisins to functional seed mixes, Fine Nuts listens to its customers and lets creativity flourish.
“Every flavour has a season, a reason—and a story behind it.” Ayush is deeply inspired by the food practices of Indian grandmothers—seasonal eating, Ayurveda, holistic healing—and is heartened by Gen Z’s curiosity about what they consume. “Kids today tell their parents about ingredients. That shift is powerful.”
Even as the brand grows, the ethos remains grounded. Every product batch is tasted personally by Ayush, now a bonding ritual for the team. With plans to expand into retail franchises and invest in community-led CSR, the vision is crystal clear: empower with dignity, nourish with honesty. Fine Nuts Dry Fruit Wala is more than a business—it’s a movement. A reminder that commerce need not compromise, and that tradition, if nurtured, can still find fresh purpose in a modern world.”
“Just like Tata became Desh ka Namak, we want to be Desh ka Dry Fruit—trusted, pure, and proudly Indian.”
