Mother Diary Ventures into Organic Food Segment

Mother Dairy, which has recently forayed into the organic food segment, is planning to make Safal Organic, a Rs. 100 crore brand by 2021.

In the beginning, Safal Organic - an extension of the company’s existing horticulture brand Safal will be available at 100 selected booths in the Delhi-NCR regions.

Safal Organic will provide a range of fresh fruits & vegetables, spices, millets, pulses, rice, dry fruits, sugar, salt, wheat flour, besan and poha, in bio-degradable as well as recyclable packages.

Director of Mother Dairy Fruit & Vegetable Pvt. Ltd, Saugata Mitra said, “With the foray across 100 key booths, Safal brand will be the biggest retail network providing fresh fruits and vegetables organic produce to consumers in Delhi and NCR. Our aim is to make Safal Organic a brand worth Rs. 100 crore in the next three years.”

For this, the firm is sourcing fresh organic produce from the certified organic farms located in Himachal Pradesh, Uttarakhand, Maharashtra, Sikkim and Madhya Pradesh.

Mitra further told “With growing consumer needs, organic as a category is gaining traction amongst urban masses and as a consumer-centric organisation, we want to be a part of this evolving consumer trend and serve them with best quality products. With expertise of over 30 years in the horticulture sector, the organic food foray seemed to be a natural progression for us,”

He said that besides having its own booths, the firm can also look at selling the organic range of products via general and modern trade by the end of the current fiscal year in Delhi and adjoining regions.

Mother Diary mentioned that the new variety of organic products is competitively priced. With the introduction of seasonal fruits and vegetables, honey and additional varieties of whole spices and pulses, the company plans to further expand the Safal Organic range.