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“We are helping to make India net exporter of quinoa & chia”
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Monday, 26 June, 2023, 08 : 00 AM [IST]
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 Nourish You is a superfood company that produces and sells homegrown quinoa, chia seeds and other plant-based superfoods. Its core values include clean-label, vegan, fair trade practices with farmers and sustainability for the planet. Rakesh Kilaru, CEO and co-founder, Nourish You, in an interaction with Ashwani Maindola talks about his company, quinoa & chia market and more. Excerpts:
What is your USP and product range?
The company's unique selling proposition is focused on producing homegrown, organic superfoods in India, aiding the country's journey from being a net importer of quinoa and chia to an exporter. It also offers a wide range of healthy and sustainable alternatives to traditional dairy products. We offer a product range that includes vegan mueslis, vegan fills, edible seeds (flax, pumpkin, sunflower and watermelon), chia seeds, mueslis and so on. The brand also showcased its new product millet milk and mark its entry into the vegan milk category. Millet milk is a blend of finger millet (ragi), sorghum (jowar), pearl millet (bajra), and oats, making it a gluten-free alternative to traditional dairy milk. It comes in two delicious flavours - original and chocolate. Millet milk is versatile and can be used to prepare coffees, teas and smoothies, making it an excellent choice for cafes. It's free from artificial flavours and preservatives, making it a healthy choice for all consumers, especially those who are lactose intolerant.
Elaborate on company’s focus on R&D and innovation, expansion and growth plans.
As responsible manufacturers and developers, we are developing new and innovative products that promote healthy living and sustainability while meeting the evolving needs of customers. Our millet milk is the culmination of two years of intensive research and development, in collaboration with premier institutions. Innovation is a core value that drives them and they are committed to creating innovative products that provide healthy and sustainable alternatives for a diverse range of dietary requirements. The company's expansion and growth plans include increasing its product range and expanding its market presence both within India and internationally.
What are the marketing initiatives and strategies around the brand?
In terms of marketing initiatives and strategies, we are focused on building a strong brand image through social media, influencer partnerships, and events. The brand also highlights its unique selling proposition and core values in its messaging to target health-conscious consumers.
Also, we have been a driving force in India's superfood ecosystem, pioneering the concept of superfoods in the country and helping to make India a net exporter of quinoa and chia.
Further, there is a great demand for sustainable and healthy food products in the market and is continuously rising with time. The investor interest in Nourish You has been growing and more of them are consuming the products for the past few years. This has also been proven to make them feel healthier.
What has been the category growth in India and key consumer trends?
The superfood category has seen significant growth in India, driven by increasing awareness of health and wellness and a preference for natural and preservative-free products. Key consumer trends in India include growing demand for sustainable and healthy food products, increased awareness of lactose intolerance and dairy allergies and a preference for plant-based and natural products.
And, we place a strong focus on fair trade practices with farmers, ensuring that they receive a fair price for their crops and promoting sustainable agriculture practices.
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