🔗 Source link = Verified external URL
Calculated = Derived from cited inputs
Gov = Government or regulatory source
Multi = Triangulated across multiple sources
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📊 Market Size & Growth
$1.18 Billion — India agri-tourism market size, 2024
IMARC Group estimates the India agritourism market reached USD 1,177.9 million in 2024.
Used in: Hero stats · Opportunity callout box · Market Size section (TAM)
Source ↗
$4.9 Billion — Projected India agri-tourism market, 2033
IMARC projects India agritourism to reach USD 4,911.9 million by 2033, at a 17.9% CAGR (2025–2033).
Used in: Opportunity callout · Market Size TAM card · Why Now section
Source ↗
17.9% CAGR — India agri-tourism growth rate, 2025–2033
IMARC Group's compound annual growth rate estimate for India's agritourism market over the 8-year forecast window.
Used in: Hero stats · Comparison table · Market Size section
Source ↗
15.4% CAGR — Alternative estimate (Grand View Research)
Grand View Research separately estimates India agritourism at USD 206.8M in 2024, growing to USD 487.1M by 2030 at 15.4% CAGR. The IMARC figure is used in the page as it uses a broader market definition that aligns with Farmpass's scope.
Context / triangulation only
Source ↗
~3 Billion — India domestic trips taken in 2024
India recorded approximately 3 billion domestic tourist visits in 2024, making it one of the world's largest domestic travel markets. Average monthly searches for domestic travel jumped from 103 million in 2022 to 141 million in 2024 (+37%). Source: Travel and Tour World citing industry data; corroborated by Ministry of Tourism Data Compendium 2024.
Used in: Hero stats · Why Now — Tailwind 1
Gov PDF ↗
22% above pre-COVID — India domestic visitor spending in 2024 vs 2019
Domestic visitor spending reached ₹15,50,000 crore (US$185.6 billion) in 2024, 22% higher than 2019 pre-pandemic levels. Projected to rise further to ₹16,80,000 crore in 2025. This is a reliable, government-corroborated figure showing genuine post-COVID recovery and growth — not a projection. Source: IBEF Tourism & Hospitality Industry analysis, citing Ministry of Tourism data.
Used in: Why Now — Tailwind 1
Source ↗
12–15% annually — India travel industry growth rate, next 5 years
EY–Economic Times Great Indian Traveller Report (2024) finds the Indian travel industry expected to grow at 12–15% annually for the next five years, with domestic travel growing 12–13% and international at 18–20%. 80% of travel service providers noted increased travel budgets since 2022, with 25% seeing rises over 20%. This is a 2024 publication from a credible source — not a dated projection.
Used in: Why Now — Tailwind 1 · Market Size section
EY Report ↗
12–15% annually — India travel industry growth (EY Great Indian Traveller, 2024)
EY–Economic Times Great Indian Traveller Report (2024): Indian travel industry expected to grow at 12–15% annually for the next five years. This supersedes the earlier BCG estimate (which was also ~12% for domestic leisure travel) as it is more recent and India-specific. Both figures are directionally consistent.
Used in: Market Size section · Why Now — Tailwind 1
EY Report ↗
$15 Trillion — Global leisure travel opportunity, India middle class
IBEF report on India's rising middle class joining the Rs. 12,84,60,000 crore (US $15 trillion) global travel opportunity. Context for the scale of Indian outbound and domestic travel.
Used in: Market Size — Key Drivers card
Source ↗
63% — Indian travelers who planned to spend more in 2024
Mastercard Economics Institute Travel Trends 2024 report, cited across multiple travel publications including Skift India Summit coverage.
Used in: Market Size — Key Drivers
Source ↗
51% — Family travel market share held by the 31–45 age group
Mordor Intelligence India Online Travel Market report identifies the 31–45 age cluster as holding 51.24% share in 2025, with the 18–30 group projected to grow fastest at 10.33% CAGR.
Used in: Why Now — Tailwind 2
Source ↗
🔍 The Problem — Discovery & Trust Gap
0 — Dedicated Bengaluru-first farm experience booking platforms
Research across tourdefarm.in, agritourism.in, MakeMyTrip, OYO, and Airbnb Experiences revealed no platform that is (a) Bengaluru-focused, (b) specialises in day visits and fruit picking, and (c) offers instant online booking. Tour De Farm is the closest but is Maharashtra/Pune-centred.
Used in: The Gap section · Competitive matrix · Global Comparables strip
Tour De Farm ↗
61% — Urban Indian consumers aware of organic/food-origin labelling
FSSAI 2023 survey found that while 61% of metropolitan respondents were aware of the term "organic," only 12% regularly purchased organic produce. Indicates appetite for farm-to-table awareness — a primary motivation for farm visits.
Used in: The Gap — "No Trust Layer" card · Market Size — Key Drivers
Source ↗
50% — Potential income uplift for farmers from agri-tourism
Research on agri-tourism impact in Karnataka and surrounding states shows that structured tourism activities can increase farm income by up to 50%. Referenced in studies on Tumkur district, Karnataka.
Used in: The Gap — "Farmers Are Underearning" card · Farmer Impact section
Source ↗
<5% — Digital booking penetration for farm tourism in India
Multi Triangulated from: absence of any aggregated booking platform in India, reliance on WhatsApp/phone as primary booking method (observed across Bengaluru Berry Company, Chiguru Farm, Virama Farm Stay, Ecoland Farms), compared with 40–60% digital penetration for comparable experiences in the US/UK.
Used in: Comparison table
Example farm ↗
⚡ Why Now — Policy & Macro Tailwinds
Karnataka Tourism Policy 2024–2029 — Agri-tourism designated a "cornerstone"
Karnataka's renewed Tourism Policy explicitly frames agri-tourism as central to the state's strategy for the 2024–2029 period. The Department of Tourism aims to weave agritourism across the state — from Ramanagara silk farms to Coorg coffee plantations — with subsidies and incentives for qualifying farms.
Used in: Why Now — Tailwind 4 · Market Size — Key Drivers
Source ↗
Karnataka Tourism Policy 2020–25 — Operational Guidelines (PDF)
Official Karnataka government document outlining subsidies, incentives, and concessions for agri-tourism operators. Minimum 5-acre farm requirement, guided tours, hands-on activities all covered.
Background / policy context
Gov PDF ↗
KSTDC Horti-Tourism — Karnataka government agri-tourism programme
Karnataka State Tourism Development Corporation's Horti-Tourism initiative, which promotes horticultural farm tourism across the state. Demonstrates active government participation in this space.
Context for Karnataka government tailwind
Gov Source ↗
🌍 Global Comparables
250,000+ members — Harvest Hosts (USA)
Harvest Hosts is North America's largest private RV camping network, connecting travellers with farms, wineries, breweries, and small businesses. Membership exceeds 250,000 paying members.
Used in: Global Comparables section · Founder quote
Source ↗
$200 Million+ — Harvest Hosts: total revenue driven to local partners
Harvest Hosts members have driven more than $200 million in direct revenue to local communities since 2010. The company expected members to spend another $50M in the year of the announcement.
Used in: Global Comparables section · Founder quote
Source ↗
$12,000–$15,000 — Average additional revenue per Harvest Host per year
Harvest Hosts members buy an average of $50 worth of local goods per visit. At ~250 visits per host per year, this translates to $12,000–$15,000 of additional revenue per host each year. Harvest Hosts takes no cut of this spend — their revenue is from annual membership fees ($99+/year).
Used in: Comparison table (Revenue per farm)
Source ↗
5,000+ locations — Harvest Hosts network size
The Harvest Hosts network includes over 5,000 small businesses across North America (farms, wineries, breweries, distilleries, golf courses, museums).
Context for scale benchmarking
Source ↗
Tour De Farm — India's closest comparable platform
Tour De Farm (tourdefarm.in) is India's only dedicated agro-tourism portal, born out of the idea of creating an agriculture-based rural tourism ecosystem. It covers farmstays and activities but is primarily Maharashtra/Pune-focused and doesn't serve Bengaluru or offer instant booking.
Used in: Competitive matrix · Global Comparables
Visit ↗
📐 Unit Economics
₹500–₹1,000/person — Farm visit pricing range in Bengaluru area
The Bengaluru Berry Company charges ₹500 entry + ₹800/kg strawberry picking. Other farms in the Bengaluru area charge ₹400–₹1,000/person for day experiences. Farmpass uses ₹750/person as the conservative midpoint.
Basis for: Per-booking GMV calculation
Source ↗
₹3,000 — Average booking GMV Calculated
4 people (avg family size) × ₹750/person (conservative midpoint pricing) = ₹3,000 GMV per booking. This is a conservative estimate — families with 2 adults + 2 kids often bring grandparents or friends, pushing actual GMV higher.
Used in: All unit economics calculations
On page ↗
12% commission — Farmpass take rate
Calculated Benchmarked against Indian marketplace norms: Zomato/Swiggy take 20–30%, Airbnb takes 15–20%, Thrillophilia takes 15–25%. Farmpass at 12% is below-market, favouring farmer trust-building in Phase 1. ₹360 per ₹3,000 booking.
Used in: All unit economics
Context ↗
60 bookings/month per farm — Capacity assumption Calculated
15 bookings per weekend day × 2 days × 2 weekends/month (conservative — excludes public holidays and weekday school trips). A farm with 5-acre capacity can easily handle 15 family groups simultaneously. This is roughly 900 visitors/month per farm.
Used in: Per-farm revenue calculation
On page ↗
₹21,600/month — Farmpass revenue per active farm Calculated
60 bookings × ₹360 commission = ₹21,600/month per farm. This is Farmpass's gross revenue from one active farm. At 20 farms: 20 × ₹21,600 = ₹4,32,000/month.
Used in: Economics flow diagram
On page ↗
₹4.32L/month — Revenue at 20 farms (Month 6 target) Calculated
20 active farms × ₹21,600/month = ₹4,32,000/month (≈ ₹51.8L annualised). This is the 6-month milestone target — a meaningful proof-of-revenue before any external raise. Assumes 20 farms all at 60 bookings/month (conservative — not all will be at capacity on Day 180).
Used in: Roadmap (Day 61–90) · Economics section
On page ↗
₹400–600 CAC — Customer acquisition cost estimate for India
Calculated APAC region average cost per app install is ~$0.93 (≈ ₹77). However, for acquired paying customers (not just installs), industry benchmarks for India family/activity apps suggest ₹300–800 per converting customer via Instagram + Google. ₹400–600 used as midpoint.
Used in: LTV:CAC calculation
Source ↗
LTV:CAC of 1.8× (Yr 1) → 5.4× (Yr 3) Calculated
LTV = 3 visits/year × ₹3,000 GMV × 12% commission = ₹1,080/year per family. At ₹600 CAC: Year 1 LTV:CAC = 1.8×. Year 3 (assuming 3-year retention): ₹3,240 cumulative LTV / ₹600 CAC = 5.4×. These are conservative — average farm visit frequency may be higher, especially for seasonal variety (strawberry season, mango season, etc.).
Used in: LTV & CAC table
On page ↗
🧑🌾 Farmer Income Data
₹10,218/month — Average Indian farmer monthly income
Government of India press release (PIB) on farm household income data. The actual figure varies by state — Karnataka farmers may earn somewhat more from horticultural crops, but ₹10,218 is the national average used as the baseline.
Used in: Farmer Impact section · "15× income uplift" callout
Gov Source ↗
15× — Income uplift potential via Farmpass Calculated
₹1,58,400/month additional farm income (88% of ₹1,80,000 GMV after 12% commission) ÷ ₹10,218 baseline farmer income = 15.5×. This is the incremental multiplier from the tourism channel alone — the farmer still earns crop income on top of this. Note: this is potential at full 60-booking-per-month capacity, not a guarantee.
Used in: Farmer Highlight callout
On page ↗
Agro-Tourism in Tumkur, Karnataka — Farmer livelihood study
Peer-reviewed research in Longdom Open Access studying the impact of agro-tourism on livelihood security of farmers in Tumkur district, Karnataka. Documents income supplementation, employment generation, and quality-of-life improvements for farming households who adopted tourism.
Background for farmer income opportunity claims
Source ↗
📱 Digital Payments — UPI & Razorpay
38% — Rural and semi-urban India using UPI as preferred payment mode
EY and CII joint report released December 2024. UPI is the most preferred transaction mode for nearly 38% of Indians in rural and semi-urban areas, enabling Farmpass to accept digital bookings from families and pay out farmers — all without POS hardware.
Used in: Why Now — Tailwind 3
Source ↗
16.58 Billion — UPI transactions in October 2024 (single month)
UPI achieved a historic milestone in October 2024, with 16.58 billion financial transactions processed in one month — 45% YoY growth from 11.40 billion in October 2023. This is the infrastructure layer that makes instant rural payments possible for Farmpass.
Used in: Why Now — Tailwind 3
Gov Source ↗
$180 Billion annualised TPV — Razorpay (FY24)
Razorpay's annualised total payment volume reached $180B in FY24, with payment gateway revenue growing 24% YoY to ₹2,068 crore. Demonstrates the reliability of the payment infrastructure Farmpass is building on.
Used in: Why Now — Tailwind 3
Source ↗
🌱 Organic Food & Farm-to-Table Trend
22% CAGR — India organic food market, 2025–2034
India's organic food market reached USD 1,510.36 million in 2024 and is expected to grow at 22% CAGR between 2025 and 2034, reaching approximately USD 11 billion by 2034. Signals the consumer consciousness that makes farm visits desirable.
Used in: Why Now — Tailwind 5 · Market Size — Key Drivers
Source ↗
$11 Billion — India organic food market by 2034
Expert Market Research projects India's organic food market to reach approximately USD 11,032.62 million by 2034, reflecting rapid urbanisation, growing health consciousness, and rising middle-class purchasing power.
Used in: Why Now — Tailwind 5
Source ↗
35% YoY — Online organic food sales growth in India (post-COVID)
Online sales of organic products in India grew by 35% year-on-year post-COVID-19, reflecting the shift to digital discovery and purchase of health-conscious food products. The same consumer who shops organic online is Farmpass's primary target.
Used in: Why Now — Tailwind 5
Source ↗
🏙️ Bengaluru Market Data
14,008,000 — Bengaluru metro area population, 2024
MacroTrends and World Population Review city-level data for Bengaluru/Bengaluru metropolitan area, 2024. The metro area includes the surrounding districts that contain Farmpass's target farm locations (Kolar, Nandi Hills, Hosur).
Used in: Hero stats · Why Now — Tailwind 2
Source ↗
500,000+ — Target urban families in Bengaluru with children aged 5–12 Calculated
Estimate based on: 14M metro population ÷ average household size of ~3.5 = ~4M households. Applying 35% share of households with children in the 5–12 age range (consistent with India urban age demographics from Census 2011 urban child population data) = ~1.4M family units. Conservative target: 500K who are income-qualified and experience-motivated. This is the SAM for customer acquisition.
Used in: Opportunity callout · Market Size (SAM)
Gov Data ↗
₹4,456/day — Average traveller spend in Bengaluru
BudgetYourTrip.com estimates a typical traveller spends $51 (~₹4,456) per day in Bengaluru. For a weekend outing, a family of 4 might spend ₹8,000–₹15,000 total. Farmpass at ₹2,000–4,000/family is a strong value proposition relative to alternatives like theme parks or resort day-outs.
Context for pricing competitiveness
Source ↗
250+ — Estimated farms within 100 km of Bengaluru Multi
Triangulated from: WanderLog listing of 24 farms near Bengaluru area, Avathi's 200+ farm stays in Bengaluru region, government data on registered agri-tourism farms in Karnataka, and known farm clusters in Kolar (strawberries), Nandi Hills (mixed fruit), Hosur (mango, guava), Coorg/Chikmagalur (coffee). 250 is a conservative minimum for the supply pipeline.
Used in: Opportunity callout
Source ↗
🏆 Competitive Landscape
Tour De Farm (India) — Primary indirect competitor
India's only dedicated agro-tourism portal. Born from the idea of a rural tourism ecosystem. Has farmstays, activities, and food experiences but is primarily Maharashtra/Pune-focused. Does not serve Bengaluru or offer instant booking — all inquiries are manual.
Used in: Competitive matrix
Source ↗
agritourism.in — Agri Tourism Development Corporation (Maharashtra)
Maharashtra government-backed agri-tourism body, one of India's earliest agri-tourism initiatives. Focused exclusively on Maharashtra, doesn't operate in Karnataka or serve Bengaluru families.
Used in: Competitive landscape research
Source ↗
Avathi, BengaluruFarmStays.in — Accommodation-focused, not day visits
Platforms like Avathi and BengaluruFarmStays.in list farm stays (overnight) near Bengaluru but are not focused on family day visits, fruit picking experiences, or children's activities. Farmpass is complementary (day visit → return as stay) rather than directly competitive.
Used in: Competitive research
Source ↗
Agritourism World — Global directory (not a marketplace)
Global agritourism directory with free listings. Not a booking platform — serves as a discovery directory only. Has India listings but no booking, payment, or curation layer. Not a competitor to Farmpass's core value proposition.
Context only
Source ↗
All market size figures carry the uncertainty inherent in third-party market research. Where two estimates diverged significantly (e.g., IMARC vs Grand View Research), the higher and more inclusive estimate was used in the main page, clearly labelled with its source. For internal planning, triangulate with the more conservative Grand View Research figures.
Unit economics figures (CAC, LTV, monthly revenue at 20 farms) are projections based on reasonable assumptions, not historical data. They should be treated as planning targets, not guarantees, and revisited after the first 30 days of live bookings.
The "500,000 target families" and "250+ farms within 100 km" figures are estimates derived from publicly available demographic and geographic data. They are conservative starting points for the SAM calculation and should be refined as Farmpass gathers first-party data post-launch.