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BRAND NEWS

Emphasis on organic food consolidation in Sresta Natural's growth plan
Monday, 03 December, 2012, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
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Sresta Natural Bioproducts is working to consolidate its presence in the Indian organic food market valued at around Rs 200 crore. The company known for its 24 Mantra Organic brand will be introducing five novel additions in the breakfast range. While three products were launched at the fourth edition of the BioFach 2012 India at Bengaluru, the others are expected before the year end.

The five new products would take the total to 200 under the 24 Mantra Organic range. “We are now looking to strengthen our presence in the market,” Raj Seelam, managing director, Sresta Natural Bioproducts, told F&B News.

The company, which is one of India’s largest organic food companies, is participating at the BioFach India 2012 has displayed its products at Stall No A 36, including the three additions to its range.

The breakfast cereal portfolio has the five new products being added. The first of these three are Corn Flakes with amaranth and flax seeds which contain Omega 3 fatty acids; Multi-grains Flakes, which is a mix of five whole grains – wheat, corn, jowar, rice and amaranth, and Ragi Flakes, which is a combination of ragi, jowar, rice and honey. “All these products are a first-of-its-kind offer to consumers,” said Seelam.

The other two products on the cards are breakfast cereals Honey Stars and Mango Stars, targeting the children who are fussy about taste.

While the Indian organic food sector is registering a growth rate of 20 per cent annually, Sresta is clocking a 100 per cent growth. The company which received a fund infusion from Ventureast which invested around $25 million to help expand its stores across the country has no intentions to go in for any such financial assistance.

“We have gone on to increase our network of contract farmers to 12,000 and increase the cultivable area from 40,000 acres to 50,000 acres across 15 states in the country. Besides, there have been efforts to expand the supply chain,” Seelam said.

The 200 products under the banner of 24 Mantra Organic has mango juice, cereals, dals, spices, fours, sweeteners and health products covering simple snacks to ready- to-cook (RTC) varieties.

“The future of organic produce holds promising prospects. India has 18 agencies certifying organic produce. There is ample familiarity on the benefits of organic cultivation and the health benefits about the products. There is also a profusion of dedicated organic companies in the country. All these only indicate the potential of the sector,” said Seelam.
 
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