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INTERVIEW

“Range of cooking oils will be launched soon”
Monday, 07 May, 2018, 08 : 00 AM [IST]
Harcha Bhaskar, Mumbai

Sri Sri Tattva (SST) is a health and wellness FMCG brand in Ayurvedic medicines, supplements, food products, and more. Its manufacturing facilities are driven by technology and stringent control systems and a widely growing exclusive franchise and retail presence as well as capture of online space. The brand has a holistic approach to health and wellness aiming to provide the best of safe, effective, quality and responsible products. Tej Katpitia, CEO, Sri Sri Tattva, in an email interaction with Harcha Bhaskar, speaks about the vast food product portfolio, company presence in various countries and new launch plans. Excerpts:

Tell us about the manufacturing facility.
The company has four manufacturing facilities at different locations: Bangalore in Karnataka, Hyderabad in Telangana, and Kotdwar in Uttarakhand. The brand carries some of the most prestigious certifications relating to its facilities, processes and products such as the ISO 22000:2005, HACCP, GMP, AYUSH Premium Mark, USDA Organic, EU Organic and Vegan certifications amongst others.

What are the food products in your portfolio? Which of it is in demand?
Presently, in the food category alone, we have over 100 products. There are various subcategories like health drinks, natural juices, ghee & oils, spices and masalas, pickles, organic staples like organic brown sugar, jaggery and virgin coconut oil as well as other staples - whole wheat atta, dals and pulses. Other snacking options include amla candies, a range of cookies and other snacks. We at Sri Sri Tattva take immense care in maintaining the quality and purity of our products by sourcing the purest raw materials and maintaining the highest safety standards at our units. Our bestseller food items include our health drink, Ojasvita, especially in the chocolate and malt variants, cow’s pure ghee, karela-jamun juice, honey and our kesar- badam cookies.

On what basis are the price points of the product maintained?
Our endeavour has always been to keep the price points of our products such that it is affordable and at the same time, the quality of the products is maintained, which is something the brand stands for.

What are the new products that you are going to add in your portfolio?
This year has recently seen the introduction of new varieties of rice such as sona masuri, laskari kollam and brown rice in addition to our premium basmati rice. A range of cooking oils will also be launched soon.

What is the current R&D that is taking place in your company?
Sri Sri Tattva comes with a 360 degree approach including a College of Ayurvedic Science and Research, a state-of-the-art hospital, inspired doctors and therapists all of which contribute to an all-round approach to product development. With the growing list of lifestyle disorders, the focus is on natural supplements to build immunity and prevent ailments. The development of healthy offerings in the space of food is a priority and covers items used in kitchens as ingredients to ready-to-eat products as well.

How is the purity of the product maintained?
We have stringent quality checks on multiple steps of the manufacturing process to ensure the purity of the product is maintained. The sourcing process itself is a detailed and controlled one. Right from the input material, to in process items up to the finished products that reach the markets, multiple analytical tests and studies ensure that there is batch to batch consistency in line with the desired quality and purity requirements of each product. Purity is synonymous with our brand. Over the years, the goodwill earned is a result of our attention to maintain the purity and ensuring only the best reaches our customers.

Is your company into contract manufacturing? What is your view on farmers’ income? How do you ensure that the farmers get due value for their produce?
The company works closely with manufacturers for some of its newer innovations in the food category. We very strongly believe in protecting the interests of our farmers. A society can only be happy and prosperous when the farmers are happy and prosperous. We encourage the farmers to grow organic and source directly from them to ensure they get maximum value for their produce.

What are your plans for expansion of retail outlets in India? Currently, how many retail outlets are running and at which location?
Sri Sri Tattva is present across India in the general market with Ayurveda shops and general outlets. This year, we have undertaken to open exclusive franchise stores that will carry the range of FMCG and Ayurveda products and also offer diagnosis through our trained Ayurveda doctors. Globally, we are currently operating  in 33 countries and the focus on expansion this year includes Latin America, West Asia, the Far East, Russia and East Europe.

How much is the annual turnover of the company? At what rate is company growing?

Sri Sri Tattva targets reaching maximum households across the country and the globe. We measure our success in the number of lives that benefit from our offerings. Particular care in offering products that add value and bring happiness to consumers is ensured at every step. We are happy to share that the brand is growing at a healthy pace across geographies and in different channels like modern trade, e-commerce in addition to traditional trade.
 
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