Organic India, which is managed by FabIndia, is expanding its herb and infusion portfolio beyond Tulsi (Holy Basil). According to Group Managing Director Subrata Dutta, it intends to launch products without it. "We've introduced 'Simply Chamomile,' which is chamomile without Tulsi." Chamomile is becoming increasingly popular as a sleep aid. "We're securing supply from farmers and selling it," Dutta explained.
Organic India's entry into chamomile follows on the heels of its success with Tulsi. The company had created a category of herbs and infusions based on the Holy Basi, similar to tea leaves. It was the first to incorporate organic Tulsi. "Being the first to move gave us an advantage." "It accounts for 90% of organic Tulsi consumption in the segment," he says.
Chamomile is a daisy-like plant in the Asteraceae family that is used in traditional medicine as a herbal infusion. It was promoted by Organic India, which grew it on an experimental basis on its environmentally-controlled farms after it was imported from elsewhere, particularly Latin America.
Chamomile is organically grown in Rahat, Uttar Pradesh, and its cultivation in India has altered the entire trade landscape. "It has grown nicely and is a win-win situation for everyone." Farmers will receive reasonable prices, while consumers will pay less because it will not be imported," he said.
Dutta stated in November of last year that Organic India had experimented with chamomile to see how it grew on Indian farms. The company then went to the farmers and told them that if they grew chamomile, it would buy it and help them increase their income by 50%. Organic India also assisted them in growing it.
He had previously stated that farmers who grew chamomile received higher returns and yields than those who grew wheat or other foodgrains. Organic India has also released Moringa Hibiscus, which has anti-oxidant properties. "It's doing well and is popular as an iced beverage." Six more non-Tulsi products are in the works and will hit the market before the end of the year, according to Dutta.
Organic India is also developing a special-purpose herb blend, such as guava-chilli, which contains Vitamin C and is equivalent to lemon. It has also released Spirulina tablets, its second superfood. Quinoa has been added to the organic staple foods category by the company, which pioneered the marketing of organic herbs and foods.
Organic India, which works directly and indirectly with 12,300 farmers, entered the staples category last year as part of its expansion plans and is doing well. "Our products are moving quickly. "We are now concentrating on the breadth and presence of our staple food offerings," said the group managing director.
The company has expanded its presence throughout the country, beyond the northern, western, and southern regions where it was previously present. The company is seeing a lot of interest in its palm jaggery, which has a low glycemic index and is thus good for diabetics.
As part of its Silver Jubilee Celebrations, Organic India selected the five best organic farmers through an independent jury to recognize their efforts. The five were chosen from a pool of 100 applicants and received the "Dhart Mitr Award" at the Dadasahel Phalke International Film Festival in Mumbai in February of this year. Lt Col YK Joshi, a Kargil War hero who led the 13th battalion, presented the farmers with their awards.
