From empowering farmers to transforming consumer experience, Organic Tattva aims to lead the charge toward a healthier, more sustainable organic food industry. In this exclusive conversation with APAC Media & CXO Media, Kriti Mehrotra, Co-Founder, Organic Tattva, shares the inspiration behind the brand’s creation, the challenges of building consumer trust in a skeptical organic food market, and the innovations that set the brand apart.
What inspired the creation of Organic Tattva, and what is the brand’s core mission? What have been the key milestones and achievements of the company since its inception?
Our core mission is to help people live a better, healthier, and more wholesome life by providing them with 100% certified, authentic organic food. We want to be the leading brand of organic food in India. Additionally, we want to give back to the environment and advance on a path to sustainability. Moreover, we aim to make consumers aware of the benefits of organic food by offering them healthy choices.
Our goal is to create a movement that would lead people to switch to organic food and take up a healthier lifestyle, just like it used to be hundreds of years ago, when pesticides were not introduced and everything we ate was natural and chemical-free. We believe that our customer reach, awareness programs, customer repeat rate, and availability of product across modern trade (9000+ stores) and ecommerce platforms are some of our key achievements.
How has the organic food industry evolved in India?
There is an increasing awareness among consumers now about the adulteration of food and the harmful effects of pesticides and chemicals. Post-COVID, many people have turned to a healthier lifestyle, avoiding processed foods, opting for home-cooked meals, choosing cleaner food options, reading labels, etc. Consumers also demand more transparency from brands as to where the food comes from and what the ingredients are.
Influencers are also picking up on this, and it is now becoming a trend. Digital platforms have played a huge role in educating consumers about what kind of food they should be consuming, what they should be looking at in labels, and what kind of oils to use (cold-pressed, etc.). The awareness about eating healthy now is much more than it was in the past. Moreover, campaigns by brands, government initiatives, and collaborations with nutritionists have amplified the message. Cold-pressed oils, organic produce, and unadulterated ingredients were once niche topics but are now mainstream discussions, largely due to the accessibility of information on platforms like Instagram, YouTube, and even LinkedIn.
What challenges did you face in building a trusted organic brand in India, and how did you overcome them?
Initially, there was a lot of skepticism among consumers about the authenticity of the product. It took many years of education to make them understand that we have all the necessary certifications and that we are following the correct processes in order to provide the best quality and authentic food.
We overcame these challenges by achieving all the necessary certifications. We are a certified organic brand as per USDA-NOP and India Organic NPOP. We are also in the process of getting our EU organic certifications. Above and beyond this, we are BRC certified grade A, which is the highest standard for hygiene and food safety. We have many other certifications in place as per the requirements of our export clients.
We test every lot of each product that comes into our factory for 250 pesticide residues and heavy metals. The testing is done at the farm level by a third-party testing body. Only once the test is complete do we procure the lot. All the cleaning, grading, milling, and processing are done in our factory premises in order to have full control over quality standards.
We have a full traceability and transparency system in place. Each product pack has a QR code. The consumer can scan the QR code and enter the batch number of the product, which will show the 250 pesticide residue test report to the customer, as well as the origin of the product. No other brand is following a transparency system like this.
Organic Tattva has adopted CO2 cocoon chambers using GrainPro technology for storage. Can you explain how this works and its advantages over conventional fumigation methods? How does this post-harvest technology enhance the quality and safety of organic products?
We have adopted GrainPro technology for the safe preservation of organic products without the use of chemical fumigation. It is a post-harvest technology used for the storage of grains and organic commodities, where instead of chemical fumigation, we introduce carbon dioxide into the chambers to suffocate and kill the eggs and infestation. This process takes 10-12 days, after which the products are cleaned thoroughly before being packed. This technology is used for certified organic products, is environmentally friendly, and is very effective against all pest life stages.
What has been the response from farmers and consumers regarding the GrainPro technology?
CO2 fumigation is the only safe fumigation for grains. Conventional fumigation involves the spray of methyl bromide and aluminum phosphide, both of which are toxic and can result in adverse health effects. Our farmers are relieved because they are being saved from the harmful effects of pesticides and fertilizers, which are being used at the farm level. After all, inhaling the gases was affecting their health as well.
Customers are appreciating the same. Given the amount of adulteration in food these days, customers happily opt for organic options with brands they trust, because at the end of the day, they want to bring clean food home to their families.
How does Organic Tattva ensure that the entire supply chain remains environmentally sustainable?
We have field staff who regularly visit the farms and talk to the farmers. Farmers are trained on how to grow organic crops and what bio-fertilizers to make and use. They are provided day-to-day support on the ground to control pests and improve soil health. We provide farmers with bio-fertilizers to ensure that crops are grown under organic practices.
We have got the farmer groups certified ourselves via accredited independent certification bodies. These agencies ensure that all protocols as per USDA and India NPOP standards are being followed at the farms. They check if all records are maintained and all organic practices are followed. Our team also conducts internal audits regularly to keep a check on farming activities. Every step, from seed selection to harvest, is meticulously documented to ensure full traceability and quality assurance. This collaborative approach enables us to deliver the highest-quality organic products while empowering our farmers and supporting sustainable agriculture.
Your brand is one of the first to introduce vacuum packaging for export packs. What was the motivation behind this?
The vacuum packaging technique removes air from the packaging before sealing the pack. It is beneficial in avoiding infestation of products, which is a big problem with organic produce. Vacuum packaging also extends the shelf life of the product and preserves the freshness and nutrients of the product. We especially use vacuum seal packs for the export market, where the transit time is long and products are required to be on the shelf for long periods of time. Buyers and retailers appreciate this extra effort, and the packaging looks great and stands well on shelves.
How do you maintain the authenticity and traceability of products, and how does the QR code feature help in this?
Our strategy for getting QR codes on our packs was to give assurance to our customers that the product is authentic, and we are fully transparent. By scanning the QR code on the pack and putting in the batch number mentioned on the pack purchased, the customer is able to see the 250 pesticide residue test reports for that lot. Basically, we want customers to know that our products are truly authentic and we are a legitimate brand here to provide the purest and cleanest food.
What role does e-commerce play in your business strategy?
E-commerce platforms have allowed us to reach health-conscious consumers nationwide with convenience and ease. Quick commerce has further accelerated our growth by catering to the increasing demand for instant delivery of essentials. Moving forward, we plan to deepen our presence in these channels, expand into newer markets, and leverage technology to enhance the shopping experience for our customers.
