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INTERVIEW

“Increase in organic products’ demand attributable to health awareness”
Monday, 27 May, 2019, 08 : 00 AM [IST]

Naturevibe Botanicals manufactures and sells highest quality of organic products worldwide. Based in the United States, the company encourages people to choose a healthy, nutritious, chemical-free lifestyle.

All organic products marketed by the company boast of tremendous medicinal properties, which prevent and treat innumerable diseases along with great taste.

The company, with its entry in India, plans to enter the retail segment by supplying its quality products nationally.

In an e-mail interaction with Ranjana Sharma, Rishabh Chokhani, founder, Naturevibe Botanicals, bring out his passion for health and wellness started with his own transformation from being obese to being fit and healthy.

How much is India’s organic food market worth? Out of it, how much is the domestic consumption and how much is exported?
The organic food market in India is currently estimated at Rs 40,000 million. But going by the statistics, it has been growing steadily and as per a joint report by Assocham and EY (2017), it is expected to touch Rs 1,00,000-1,20,000 million by 2020. The total volume of organic food export realisation was around Rs 3,453.48 crore ($515.44 million).

What are the drivers for the growth of the organic food market in India?
It is only recently that people have realised the health benefits of organic food products. Earlier, the major issue with ill health was due to unhealthy lifestyles and the consumption of adulterated products. Now, with the increasing health awareness, rising disposable incomes, technological developments and the increasing support of the Government of India, there is an increase in demand of organic products.

What are the challenges you are experiencing as an organic food manufacturer? Do the prices of the products affect their demand?
Ever since there has been an upsurge in the demand for organic products, the organic sector has entered a transformational stage. The new ventures in the market have their innovative offerings that promote healthy organic produce. The real challenges that we face are mostly certification, standardised inputs and subsidy-related. With issues such as higher certification costs, the lack of awareness about organic farming techniques, the acute shortage of quality standardised organic inputs which are very expensive, the sustenance in the market gets really challenging sometimes.

How different are your products from those of your competitors?
To change the perception of the people and drive them towards nature for healthy lifestyle is our ultimate goal. Through our products, we are propagating the message of going back to the nature for achieving superior well-being. We plan to sell and promote greener ways of living by providing the best natural alternatives and organic food. We are innovating and developing Naturevibe products to blend with the wonderful culture of India. In the long run, we plan to take Naturevibe across the globe with Australia, the UK and the rest of Europe.

What are your views on organic food regulations? What changes do you expect from the food regulator on the same?

The Government of India has taken several steps from a regulatory point of view in an attempt to incentivise production for farmers and prompt companies to create consumer awareness. It is promoting organic farming through its two national level flagship programmes, NPOP (National Programme for Organic Production) and NPOF (National Project on Organic Farming).

What are your marketing plans to pull consumers towards the organic food category?
Currently, we are focussing on creating awareness about the goodness of nature. We are reiterating the fact that the solution to all health problems lies in nature. People will be able to realise this once they try our products.

What are the various products in your portfolio? Which of them are in demand?
All organic products marketed by Naturevibe Botanicals boast of tremendous medicinal properties, which prevent and treat innumerable diseases along with great taste. The company, with its entry in India, plans to enter the retail segment by supplying its quality products nationally. Some of the Naturevibe Botanicals product categories, include superfoods, essential oils, spices, herbal powders, organic and herbal teas, etc.

What is your expansion plan for the next fiscal?
Going by the growth of the industry globally, we plan to increase our presence elsewhere. We also plan to target organic brick and mortar stores.

Tell us presence across India. Which are the strongest markets for organic food in India?
We are currently present on e-commerce websites, like Amazon, Snapdeal, Ebay, Flipkart, etc., apart for our own website, www.naturevibe.in.

How much is the target revenue of the company for the year 2019-20?
We are eyeing 20 million sales for the Indian market.

Tell us about the products that you are launching under the superfoods and other categories.
We are currently focussed on launching our own products, which are available in the US and Canada, here. Products like cacao powder, sunflower seeds, graviola powder, amla berry powder, moringa dried seeds and oil, turmeric root powder, maca, spirulina, chlorella, etc.
 
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