From farm to flywheel

Hey, it’s Arik.

Every now and then, a brand comes along that doesn’t just play the game; they change it completely.

That’s exactly what Two Brothers Organic Farms did.

They turned their family farm into a global DTC movement, raised just under $10M in funding, and built a legacy.

If you haven't heard of them yet, let me put you on.

They’re two Indian brothers who left their corporate careers to return to their family farm in Bhodani, India. From there, they built something a lot bigger than a product line.

They built trust.

As someone whose mom’s side comes from Indian farming roots, this one really hits home.

Here’s the breakdown:

📦 They use Amazon like a core acquisition engine.
Their catalog is dialed in around staples that people actually reorder. And they built out clear benefits, a strong brand narrative, and enough reviews on their product pages to build real trust.

They’ve also done a great job connecting the front-end storytelling to the back-end convenience of Amazon. People learn the story on social and email, then find the product again where they shop most.


📱 Their DTC system covers more ground than most brands
Two Brothers has built one of the strongest retention ecosystems I’ve seen from a brand rooted in farming.

Email carries the long-form story: farming updates, recipes, health education, and product benefits. While SMS and WhatsApp handle the immediacy: restocks, launches, and personal touches.

What stands out is that they’ve clearly built each channel with its own purpose.

Each one feels human, relevant, and intentional. They meet the customer where they are, and make sure the experience actually feels personal.


🎥 TikTok is where the story moves
Here’s where I really saw the brand come to life.

Their TikTok strategy is simple, but it works because it’s raw, real, and grounded in the day-to-day of the farm. They show behind the scenes footage of the process: Ghee being made, millets being harvested, and crops being tended to.

It’s the kind of content that feels more like a documentary than a commercial. And because it’s so grounded in what’s real, it builds trust, fast.

The farmers and founders often speak directly to the camera, and that’s what builds the bridge. You’re not just buying a product, you’re buying into a philosophy. And the numbers speak for themselves.

They’ve built a global community, tens of thousands of orders, and an incredibly loyal following from this alone.


If I were running their brand, here’s how I’d scale it even further:

First, I’d double down on bundling, but with intent.

Right now, the product catalog leans heavily on single-item SKUs. That works well for entry points, but there’s a bigger opportunity in story-based bundles. Think: a “Start Your Day” morning kit with their cold-pressed oil, a breakfast grain, and a mini ghee jar. Or a “Postpartum Replenish Kit” that aligns with their Ayurvedic foundation.

These would not only raise AOV, but also introduce customers to product combinations they might not have explored on their own — deepening usage and lifetime value.

Next, I’d bring their farm-to-table story to physical space. A mobile pop-up experience, something modular that brings the farm story, the process visuals, and real product sampling to urban cities in India and even overseas.

It’s a way to build community offline and collect real insights while reinforcing the origin story. Done right, this can also drive content flywheel loops when people document and share the experience.

Finally, I’d operationalize their farm as a content studio. The farm already produces their most resonant content. But right now, it’s mostly platform-native (TikTok, Instagram).

I'd invest in transforming that raw footage into a library of content assets across channels, email headers, PDP visuals, customer journey flows, mini-documentaries for YouTube. Every harvest, every recipe test, every founder moment should become an evergreen asset.

That kind of system would allow their team to create once and distribute everywhere, without watering down the intention behind the message.

Two Brothers has already built something meaningful. The next phase is about multiplying depth, not chasing scale for the sake of it.

🧠 Bite-size takeaways:

∙ Every channel needs to play a different role in your customer’s journey. Email is where you educate. SMS and WhatsApp are where you follow up. TikTok is where you build belief. Amazon is where people try your products for the first time. All of it serves a role.

∙ Create an off-ramp from Amazon. If you're doing volume there, don’t just hope people come back. Build a DTC journey that continues the experience — with stories, education, and depth they didn’t get from the listing.

∙ If you’re doing any kind of volume on Amazon, don’t let that traffic die after the first purchase. Turn that moment into a starting point for a deeper DTC experience, think welcome flows, rituals, education, and content that adds context to the product. That off-ramp from Amazon to your own ecosystem is where retention really starts.

You don’t need a brand story, you need documentation. Film what's happening behind the scenes, the process, and the hands behind the product. That’s what people connect to. If you’re doing something with care, just hit record and start sharing the journey.

∙ Make retention a two-way street. Use SMS or WhatsApp to talk to your customers like actual people.

∙ Raise only when you’re already moving. This part’s underrated. Two Brothers waited until they had traction, proof of concept, and a clear roadmap before raising nearly $10M. That allowed them to scale what was already proven.

🏆 Meme of the week: