ORGANIC INDIA Expands Market

The Hindu,
July 24, 2007

CHENNAI: ORGANIC INDIA Pvt. Ltd. A Lucknow-based company with associate offices in the U.S. and Israel, has launched its premium quality ayurvedic ‘organic’ tea and formulations range here. Saurabh Tiwari, Deputy General Manger, Sales and Marketing, ORGANIC INDIA, told The Hindu that the company aimed at promoting organic foods, health products and supporting sustainable agriculture, wild crafting and village/tribal communities in India.

Range of products

"We have a varied range of organic products, right from Tulsi Tea to Herbal supplements to foods. In Tulsi Tea, we have four flavours – Tulsi Original, Tulsi Ginger, Tulsi Green and Tulsi Chai Masala – in three packages (25 teabag pack, 100 gm caddy pack and 100 gm zipper pouches)," Mr. Tiwari said. The company is supplying bulk quantities of organic tea to major malls in Chennai including Spencer Plaza.

Organic to launch Tulsi tea in south

The Economic Times,
July 23, 2007

DEMAND for organic products is brewing and this time, it will be the humble organic tulsi which is going to flavour your cup. ORGANIC INDIA a global producer of organic and nutritional supplements is capitalizing on the growing demand by introducing certified product for the southern market under the Tulsi brand name. The Rs. 30-crore company, with a strong export base in matured markets like North America. Europe, Korea and Israel, is betting heavily on this niche segment.

"Organic products is catching up in a big way and many small and big farmers are moving away from the chemical-intensive technology to more sustainable practices. Besides being a niche market, it also offers a huge export potential, "ORGANIC INDIA’s head of marketing Saurabh Tiwari told ET.

The company has already launched its product range with 15 premium quality ayurvedic ingredients and aims to build a customer base in the four sourthern markets. "We have pioneered the introduction of Tulsi tea. These herbal tea are being prepared by Rama, Krishna and Vana tulsi leaves," he said.

The company has nearly 12,000 farmers and over 50,000 acres under the contract farming. "We are the largest producers of tulsi in the world with an annual capacity of 120 tonnes of organic tulsi. At present, the demand exceeds 200 tonnes. We are combining the rejuvenating properties of tulsi and launching it as a healthy beverage," he added.

The company also provides technological know-how to do organic farming with 65% of its produce is exported. According to estimates, India has 4% market share in the Rs. 60,000 crore organic food business including herbal tea. Tiwari said "natural food products, such as organic food grains, legumes, dairy products, healthy snacks and condiments will soon be added to the ORGANIC INDIA's product line."