How Organic Tattva’s sourcing of the finest organic ingredients, rigorous testing against global standards, and innovative cold grinding technology sets it apart in the spice market.
In the crowded marketplace of food production and retail, Organic Tattva has emerged as a stalwart of organic purity. Founded by Rohit Mehrotra and Kriti Mehrotra, the company is situated in Greater Noida, and offers a range of organically cultivated products.
In the spices category, Organic Tattva offers aromatic spices like cumin, coriander, and turmeric to seasonings like garam masala, biryani masala, chana masala, and many more. For processing its spices, the company employs cold grinding technology, a method designed to preserve the flavor, aroma, color, and nutritional value of spices.
Purity, Sustainability, Authenticity
The company ensures that its products contain only the purest ingredients sourced from the finest certified organic farms across India. The products undergo thorough testing against 189 Global Testing Standards to ensure consistent quality and purity and the absence of any chemicals and pesticides.
Consumers who prefer Organic Tattva over other conventional spices are people who prioritize health and environmental considerations, and seek out the finest quality foods to support their well-being. Many consumers prefer organic spices due to their superior quality, purity, and flavor. Across prominent e-commerce platforms like Amazon, its products enjoy a commanding 52% share of the category, indicating strong consumer favorability.
Retail Strategy with Focus on Accessibility
Organic Tattva employs a direct supply model from the company depots to all E-commerce, Modern Trade, and General Trade warehouses, thereby eliminating any intermediary involvement. “This strategy plays a crucial role in our operations, allowing us to pass on benefits directly to end consumers through special offers, making organic products more accessible and affordable for all,” says Amit Kapoor, General Manager, Organic Tattva.
Amit’s contributions to Organic Tattva are marked by strategic foresight, operational excellence and a relentless pursuit of innovation, all of which are instrumental in driving the brand’s bottom-line success in the competitive FMCG market. The company conducts extensive sampling activities within stores to attract new customers and create awareness about its products. “We ensure prominent visibility within stores, utilizing strategic placements such as End caps and floor stacking units to effectively showcase our complete range of Organic products,” explains Amit.
The brand works with leading retailers such as Reliance Smart, Best Price, Metro Cash & Carry, More & Spencer’s, and others. Its robust online presence ensures widespread availability through prominent marketplaces including Amazon, Flipkart, Bigbasket, Blinkit, Jiomart, Swiggy Instamart, and Zepto.
Blueprint for the Future
Over the next 2-3 years, Organic Tattva aims to increase its market share within organic staples to 50%, up from its current share of 33%. To reach this goal, the brand will expand its presence within the General Trade, and ensure availability across all A and B category stores. Geographically, it will penetrate further into smaller cities and towns to reach a broader customer base.
Additionally, the company will maintain a strong presence in both Modern Trade and E-commerce platforms. Also, it aims to tap into the HoReCa (Hotel/Restaurant/ Café) market by introducing bulk packaging options. As it looks to the future, Organic Tattva aims to continue its journey as a leader in organic spices and build on its brand narrative rooted in integrity, purity, sustainability, and authenticity.
