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“500 employees with a turnover of Rs 163 crore FY 2019-20”
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Monday, 19 April, 2021, 08 : 00 AM [IST]
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 Jivo Wellness Private Limited, one of India's leading companies dealing in the healthy cooking oil segment, is headquartered in New Delhi. It is the pioneer in terms of bringing ‘Canola’ cooking oil to the country, and is presently the largest importer and seller of Canola Oil in India. The journey began in September 2010 by establishing its first state-of-the-art EOP plant in Kundli, Haryana, which had a monthly production capacity of over 1000 metric tonne. Gurpreet Singh, managing director, Jivo Wellness, in an email interaction with Ashwani Maindola speaks on various issues concerning his company and the segment. Excerpts:
How Jivo had evolved with the current Covid - 19 situation, as a food company?
The safety and hygiene standards of our product, facility, employees and staff members have always been our top priority. Under any circumstances we don't compromise with quality or safety standards and with the ongoing pandemic we have grown even more cautious. We have ensured that everyone especially the ones placed in the manufacturing, production and distribution unit self quarantine for better efficacy. Wearing a mask at all times and social distancing is the norm and absolutely mandatory. We have also put up several banners and posters for awareness of all employees and as a constant reminder of safety and distancing practices. At various places, you can find touchless sanitiser dispensers. Anyone who enters our property is checked for temperature and a due record is kept. The whole production staff was quarantined for a due course of time before beginning production in the factory premises and followed the recommended guidelines for safety and distancing. Food packages and personal belongings are provided to the staff inside after it undergoes a proper sanitisation process.Routine check ups and Covid test camp are conducted monthly. Outside vehicles are duly sanitised before entering the premises.Each and every raw material is sanitised following an elaborate 5 step sanitisation process.
How is your brand eyeing Rs 500 crore sales revenue in coming years?
Our business model sets us apart from other businesses because we base our achievements on the progress of the society rather than our personal profits. We believe in giving back to the society instead of concentrating on our accomplishments.We stay ahead with our determination that nothing should supplement nutrition.
We have entered into more than 15 states of the country, distributing/selling our products through numerous retailers and channel partners, both online and offline.We have a target to reach to 500 crore in next 5 years and we aims to be a leading player in Indian wheatgrass industry.
How are you looking for ensuring quality product to the consumers?
We use cold press technology to extract Canola oil which no one else does in the current market and this is our USP and the one thing that sets us apart from our competitors. Cold press method of extraction eliminates the use of heat and excessive pressure and keeps the nutritional value of Canola intact, helping us to retain and grow our market share.
Quality Assurance: Maintaining a standard quality is our top priority. We don't believe in compromising on any front when it comes to our products. The quality being supplied is the same and we have successfully maintained the consistency from the very first day.
Quality Check: Our products are required to go through more than 100 plus tests. There are quality checks being performed from the first stage to the very last. The entire process from seed to bottle is kept under a strict purview. Every batch is checked by our experts that the quality of the product is at par. We only want to provide the best to our consumers.
Quality product at lowest possible price
Lowest margin: Our company was established on the teachings of Baba Baru Sahib and our main motive is to work for the welfare of the society and make sure that everyone has access to health care products. We work on keeping the MRP and profit margin minimal.
How your company is meeting the demand of health and nutrition products, particularly, due to the pandemic and growing health awareness among consumers?
Covid-19 raised cosnumer awareness of the relationship between healthand nutrition. Organic foods are viewed as being healthies and safer then conventional alternatives. Consumer has reliased the benefits of healthy living thus there is use shift towards health and wellness market.
Our company’s core philosophy was ‘Wellbeing Always', we believes in promoting enhancement of the mind, body, and soul through its healthy complementing products; hence, the company’s variety of healthy cooking oils such as canola, olive and mustard oils are rich in unsaturated fatty acids (MUFA), Omega-3, Omega-6, while being low in saturated (unhealthy) fats. And Wheatgrass is popularly regarded as an immunity builder which helps the body fight infections and contributes to its healing. It achieves this by oxygenating the liver, pancreas, stomach, and circulatory system.
What are your investment plans and strategy for next fiscal?
Products: We are diversified into different product categories. As the massively growing nutritional and immunity building needs of modern day along with the sole motive to provide health friendly products in every field to the masses leaded JIVO Wellness to further advance into multiple categories and fields.Cold Pressed Canola Oil, Olive Oil and Cold Pressed Mustard oil and Wheat Grass Juice and Capsules to build the health of the nation. The USP of the products are Building a healthy economy and To Serve humanity and to change the country’s nutritional attributes by introducing Canola oil, Wheatgrass Juice and other wide ranges of products as a mother nature’s gift to people of India
Future Plan & Expansion Plan:In the next few years, we want to focus more on wheatgrass juices and carbonated drinks along with other wheatgrass-based products, as we aims to be a leading player in Indian wheatgrass industry. We have a target to reach to 500 crore in next 5 years. Over the long term, we also have plans to come up of with a new range of organic products, and also expand to various markets in the South, East, and Western parts of the country; eventually, we wants to become the most favourite and desired brand for every household when it comes to choices for healthy eating or drinking.
Revenue: 500 employees with a turnover of Rs 163 crore FY 2019-20
Our plan is also to bring up new products and add more and more healthy products to our existing range of products. We have recently come up with Jivo Muesli, A2 organic desi ghee. We also aim to expand our operations and delivery nationwide. A city wide expansion is also one of our goals for the next fiscal year. We also have an upcoming facility in Bhakharpur wherein we have invested 75 crore which is basically done to set up an additional production facility which will focus on the launch of beverages , frozen food , herbal range among our other existing products.
How your company was born out of the noble vision of Baba Iqbal Singh, a renowned agricultural scientist and founder and chief protagonist of The Kalgidhar Trust?
Baba Iqbal Singh Ji’s journey in pursuit of healthy eating alternatives began on one of his visits abroad when he identified the Canola seed as the best possible source of Omega-3. His background in agricultural sciences had provided him extensive knowledge about the importance of essential nutrients and active ingredients, and he already knew that Omega-3 was a robust ingredient for a healthy heart. Thereafter, with the help of the Canola Council of Canada, he brought Canola Oil to India in the year 2010 under the trade name ‘JIVO’ to bring about a revolution in healthy cooking oils for the nation.
The plant was inaugurated by Gerry Ritz, Agriculture Minister of Canada. Moving ahead with an idea of serving humanity and attempting to change our country’s nutritional attributes by introducing Canola Oil as Mother Nature’s blessed gift, Jivo grew and expanded its footprints through the country to become the market leader amongst Canola cooking oil brands.In order to spread the message of health and wellbeing in society, JIVO actively contributes its profits for value-based education, healthcare, and social welfare for the underprivileged rural population.
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