The new category reimagines much-loved Indian snacks by replacing refined flour and conventional bases with a blend of rice flour and millets, making them more approachable for mainstream consumption. Central to this range is Kodo millet, an ancient, naturally gluten-free grain known for its nutritional value and digestibility.

Commenting on the launch, Gaurav Manchanda, Founder & Director, WellBe Foods, said, “Millets are deeply rooted in India’s food culture, but their everyday adoption has been limited by the way they are traditionally cooked. At WellBe, our intent is to make millets accessible by bringing them into formats people already love. By giving familiar snacks a millet twist, we are helping consumers embrace healthier grains without compromising on taste, texture, or tradition.”

Millets have long been recognised as nutrient-dense, climate-resilient grains in India, but one of the biggest barriers to their wider adoption has been the complexity of cooking them in everyday kitchens. WellBe’s latest innovation addresses this challenge by bringing millets into a familiar and convenient snacking format, allowing consumers to enjoy their benefits without changing eating habits. Building on this launch, WellBe Foods plans to further expand its millet-led innovation pipeline. The brand is actively exploring millet-based beverages, including millet milk, as the next step in making millets a more integral part of daily diets.

The new millet-based snack range will be available across WellBe’s existing distribution channels online via its website and major e-commerce platforms, as well as through general trade and modern retail outlets. The brand also aims to expand availability across Tier-2 and Tier-3 cities, in line with its mission to make clean, healthier snacking more inclusive.

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This expansion aligns with WellBe’s aggressive distribution goal of reaching 38000+ stores (including GT, MT & SAMT formats and regional chains) across India by the end of March 2026. Having established a strong foothold in Bengaluru, Chennai and Hyderabad the company is now focusing on increasing its penetration in other Tier 1 and Tier 2 cities, including: Kolkata, Delhi, Ghaziabad, Gurugram, Chandigarh, Ernakulam, Thiruvananthapuram, Mumbai, Pune, Coimbatore, Puducherry, Mysuru, Mangaluru, Vijayawada and Vizag. 

WellBe Foods’ success in Bengaluru, Hyderabad & Chennai, where the brand has experienced remarkable traction, registering a 50% year-on-year growth, has set a precedent for the brand’s growth strategy. Buoyed by this response, the brand is not only looking at growing its national footprint but also expanding its existing traditional Indian snacks range to include wafers, banana chips, air-fried snacks, chikkis and millet-based snacks.

Speaking about the expansion, Gaurav Manchanda, Founder and Director, Wellbe Foods, said, “Consumer demand for clean, preservative-free snacks is growing exponentially. Our success in Bengaluru, Chennai and Hyderabad markets has reinforced our belief that there is a vast untapped demand for healthier alternatives to traditional snacks. This expansion allows us to bring our ‘No Nasties’ promise to more consumers while also reshaping the general trade snack segment in India and organising the unorganised. We are committed to leveraging technology, innovation, and strategic retail partnerships to ensure our products reach every corner of the country.”

The brand remains steadfast in its commitment to using natural ingredients, eschewing maida, and eliminating 7 Nasties—artificial colours, flavours, sweeteners, and synthetic preservatives and antioxidants, chemically refined oil and high fructose syrup—setting a new benchmark for the Indian snacking industry.

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Driving Exceptional Growth 

Over the past two years, The Organic World has witnessed remarkable growth exceeding 100%. This aggressive scaling has enabled the brand to cater to the surging demand for chemical-free products across urban India, providing consumers with easy access to curated, wholesome groceries that resonate with the rise of health-conscious living.

In tandem with its geographical growth, The Organic World has embraced product innovation to solidify its market presence. The introduction of the Osh line, alongside the expansion of WellBe Foods into distinctive snacks underscores the brand’s ability to merge tradition with modern consumer tastes.

Consumer education remains central to TOW’s philosophy, fostering trust and transparency through insightful marketing campaigns and thoughtfully curated products. Positioned as authentic, accessible, and affordable, the brand continues to lead the way in chemical-free living, blending innovation with sustainability to meet the needs of today’s discerning shoppers. 

Balancing Scaling with Consistency

For The Organic World, scaling operations is not merely about expanding its footprint; it’s about achieving growth while uncompromisingly upholding its core ethos of providing “worry-free, wholesome, curated groceries.” With an ambitious target of 100 stores or Rs. 100 crore in revenue by FY26, the brand has meticulously designed a framework that prioritizes consistency, quality, and transparency across its expanding network. 

Central to this strategy is a robust operational infrastructure. Standardized processes across sourcing, stocking, and customer engagement ensure a uniform and exceptional experience for every customer. The “Not In Our Aisle” list – an industry-leading initiative banning over 25 harmful chemicals and ingredients – serves as the cornerstone of this commitment. This rigorous curation guarantees that every product aligns with the brand’s promise of providing wholesome, trustworthy options.

Employee empowerment is paramount. Store teams are meticulously trained to become experts in chemical-free living, enabling them to provide authentic and insightful guidance. Transparent communication regarding product origins, benefits, and offers also fosters trust and builds lasting customer relationships.

The supply chain further reflects the brand’s values. Partnerships with ethical organic farmers and suppliers ensures ethical sourcing. Advanced technology optimizes inventory management and supply chain efficiency, guaranteeing consistent product availability while minimizing waste.

Overcoming Barriers in the Organic Market 

India’s organic market, while promising, faces several challenges that hinder its growth and accessibility. One of the most pressing issues is limited market access, particularly for small and marginal farmers. Without strong distribution networks, these producers often struggle to connect with consumers and sell their products at fair prices.

Another major hurdle is the high cost of certification and compliance. The presence of multiple certification systems creates confusion and drives up expenses, making organic products less affordable for consumers. This issue is exacerbated by widespread skepticism about the authenticity of organic claims, fueled by concerns over “greenwashing.”

Supply chain complexities further add to the challenges. Organic farming requires strict segregation from conventional farming practices, which increases logistical and processing costs. This added complexity not only impacts operational efficiency but also raises the end cost of organic products, limiting their appeal to price-sensitive consumers.

Addressing these barriers requires a collaborative approach among industry stakeholders. Farmer Producer Organizations (FPOs) can play a pivotal role by reducing aggregation costs, providing collective bargaining power, and improving market access for small farmers. Streamlining and standardizing certification processes can help lower costs and build consumer confidence. Investments in infrastructure, particularly in supply chain and processing facilities, can address logistical challenges and ensure consistent product availability. Additionally, targeted consumer education campaigns can dispel skepticism by highlighting the authenticity and benefits of organic products. 

Transformative Trends Shaping the Future 

The organic and clean-label sectors are undergoing a significant transformation, driven by two pivotal trends: the adoption of regenerative agriculture and the integration of blockchain-based traceability systems.

Regenerative agriculture represents a paradigm shift from conventional organic farming by emphasizing restoration over sustainability. This approach focuses on improving soil health, enhancing biodiversity, and sequestering carbon, addressing the dual challenges of environmental degradation and climate change. By incorporating regenerative practices into their supply chains, brands can not only enhance the quality and yield of organic produce but also build stronger consumer trust through demonstrable contributions to environmental restoration.

Simultaneously, advancements in blockchain technology are redefining transparency and accountability in the organic sector. Blockchain-enabled traceability provides real-time insights into product journeys from farm to fork, ensuring authenticity and minimizing the risk of fraud. This innovation addresses growing consumer demands for clear, verifiable information about the origins and purity of organic products, elevating the credibility of clean-label claims.

The convergence of regenerative agriculture and blockchain technology is poised to address critical industry challenges, including sustainability, traceability, and consumer trust. As these practices become integral to the organic market, they will not only drive the sector’s growth but also set new benchmarks for ethical and sustainable food production, ensuring a resilient and future-ready industry.

Opportunities and Challenges in Vegan Offerings 

The rise of plant-based and vegan diets presents a significant opportunity in India, but not without challenges. The Organic World aligns its product portfolio with global dietary trends, introducing millet snacks, spinach noodles, gluten-free flours, and oat milk to cater to evolving consumer preferences. While these additions tap into the growing demand for cleaner, healthier food, they also present challenges unique to the Indian market. 

However, increasing health consciousness and a shift toward sustainable, ethical consumption are driving demand. By leveraging digital platforms and educational campaigns, brands can make plant-based options more accessible and appealing, bridging the gap between aspiration and affordability.

Balancing the premium pricing of such products with the affordability expectations of a diverse consumer base, especially in smaller cities, remains a key hurdle. Additionally, consumer awareness around the benefits of these offerings is still nascent, making education an essential component of market penetration.

By emphasizing quality, transparency, and innovation, The Organic World aims to position these aspirational products as accessible mainstream choices. The brand seeks to make these products both desirable and affordable, thereby expanding its reach and fostering greater adoption among Indian consumers. 

Collaborative Efforts for Accelerating Growth 

Partnerships between retailers, policymakers, and technology providers are essential to advancing the organic movement in India. Retailers can collaborate with policymakers to establish clear regulations, incentives, and support systems for organic farming and clean-label standards. Meanwhile, technology providers can develop digital platforms to streamline supply chains, enhance product traceability, and provide consumers with transparent access to product information. Such collaborations can reduce costs, improve operational efficiency, and foster greater consumer trust. By aligning efforts across these sectors, India can expand product availability, promote sustainability, and make organic offerings more accessible and affordable.

Shaping the Retail Landscape 

The Organic World is expanding its product range to align with global dietary trends, introducing items like millet snacks, spinach noodles, gluten-free flours, and oat milk. While these innovations cater to the growing demand for healthier options, they also bring challenges specific to the Indian market.

Despite hurdles, rising health consciousness and a shift toward sustainable, ethical consumption offer immense opportunities. The Organic World is positioning these aspirational products as accessible mainstream choices, focusing on quality, transparency, and innovation. By leveraging digital platforms and educational campaigns, the brand aims to make these products both desirable and affordable, paving the way to expand its market and foster healthier consumption habits across India. 

Inspiring Ambitions

As a founder of a leading organic brand like TOW, Manchanda emphasizes the importance of transparency for emerging players in the organic and clean-label market. He believes that in today’s conscious and discerning consumer landscape, trust is built through honesty in sourcing, labeling, and production practices.

“Consumers want more than just an ‘organic’ label—they want to understand the story behind it,” Gaurav explains. He advises brands to be open about where their products come from, how they are made, and what makes them unique.

According to Gaurav, focusing on quality, sustainability, and ethical practices, and clearly communicating these values, is key to standing out. “Transparency fosters trust, and trust cultivates loyalty,” he says. “In the long run, trust becomes your most valuable asset.”

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The Fi India awards celebrate excellence and innovation in the food industry, recognising companies that are pushing the boundaries of what’s possible in food development. WellBe Foods’ dedication to crafting ‘Deliciously Good, Honestly Made’ food choices with ‘No Nasties’ prioritising consumer well-being has positioned the brand as a trailblazer in the sector.

Gaurav Manchanda, Founder, Nimida Group, commented, “We are truly honoured that WellBe Foods has been recognised as ‘Startup of the Year’ at the Fi India Awards. This award is a testament to our unwavering commitment to creating Deliciously Good products with No Nasties, thereby offering consumers healthier alternatives. It also reflects and acknowledges our dedication to taking the more challenging path—making transparent and responsible choices, with Honestly Made products that align with our vision of being India’s No. 1 Responsible Retailer.”

WellBe Foods is on a mission to change the way people eat by offering deliciously good, honestly made products with No Nasties. WellBe’s range of traditional Indian snacks reimagined in a healthier avatar eschews the use of maida, refined oil, and refined salt. The brand’s innovative approach includes healthier alternatives like rice flour, red rice flour, rice bran oil, rock salt, and a first in traditional Indian snacks: flaxseeds. Its range of kitchen essentials includes a host of organic options – from rice, dal and atta to cold-pressed oils and bilona ghee. WellBe also offers a host of snack bars and breakfast muesli – free of refined white sugar, artificial colours & flavours and synthetic preservatives.

WellBe is available at The Organic World, Lulu, More Hyper & Supermarkets, Ratnadeep & Natures’ Basket and in the general trade market in Hyderabad. They are also available online on wellbefoods.com.

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This milestone aligns with the brand’s strategic plan to reach 25,000 general trade stores throughout South India by the end of FY 2024-25. With this latest launch, WellBe Foods is targeting a 50% year-on-year growth rate in the Hyderabad market. The decision to expand in Hyderabad follows the brand’s success in 300 stores across various channels, including regional chains, SMAT, and modern trade.

Expressing his enthusiasm about the expansion, Gaurav Manchanda, Founder and Managing Director, WellBe Foods, said, “Hyderabad’s enthusiastic reception has been instrumental in driving our expansion strategy. Our initial success with regional chains and modern trade outlets has provided a solid foundation for our ambitious plans. We are committed to leveraging Hyderabad’s market dynamics to introduce our range of traditional snacks in a healthier avatar to an even broader audience. Our goal is not only to reinforce our presence in Hyderabad but also to set a new benchmark for general trade reach across South India. With our snacks featuring ‘No Nasties’ and innovative packaging, we aim to organize the unorganized market.”

Through its expansion into the GT channel, WellBe Foods will offer its signature snacks—Kodbale, Khara Ompudi, Khara Sev, Ribbon Pakoda, and Murukku—in convenient 25-gram packs priced at ₹10 each. This approach allows the brand to make its healthier, ‘No Nasties’ snacks, free from palm oil and maida, accessible to a wider audience.

Since its launch in 2020, WellBe Foods has grown from being available in just 13 stores to a network of 1,700 stores across major cities such as Bengaluru, Chennai, Hyderabad, Vizag, and Vijayawada. The brand’s expansion has been supported by key retail partners like The Organic World, Lulu, Spar, Nature’s Basket, Ratnadeep, Pothy’s, More, and Spencer’s, emphasizing its commitment to wellness through natural ingredients and its steadfast adherence to health and wellness.

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Speaking about the latest milestone, Gaurav Manchanda, Founder, Nimida Group and MD, WellBe Foods, said, “FY 2023-24 has been a deeply fulfilling year for WellBe Foods. Hitting the 1000-store mark is no mean feat! What inspires us the most though is the abundant consumer love that WellBe products have garnered across markets. Whether it’s health-conscious professionals or millennial moms, Indian consumers today demand healthy snacks made from wholesome ingredients, sans chemically refined oils and artificial colours. They are reading food labels before making informed choices that align with their health goals. At Nimida Group, we are excited to continue this positive momentum and offer Deliciously Good, Honestly Made food with No Nasties Ever!”

WellBe Foods specializes in healthier versions of traditional Indian snacks such as kodbale, ribbon pakoda, murukku, khara chakli, cornflakes mixture, and khara sev. The brand uses all-natural ingredients like red rice flour, rice bran oil, and flaxseeds, while completely avoiding maida (refined wheat flour). In line with the WellBe Promise of No Nasties, all WellBe products are 100% free from chemically- refined oils, artificial colours, artificial flavours, artificial sweeteners, synthetic antioxidants, synthetic preservatives, and high fructose syrups.

WellBe Foods’ products are available at retail stores as well as online at www.theorganicworld.com and www.wellbefoods.com.  In addition to it, the brand has a presence in major e-commerce platforms like Big Basket, Amazon, and Flipkart.

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Recounting how his entrepreneurial journey took off, Gaurav Manchanda, Founder, The Organic World (TOW), a leading organic food and grocery retail chain in Bangalore, has an interesting tale to narrate. “My journey into entrepreneurship was shaped by my upbringing in Bangalore and experiences in the United States,” he says.

Having grown up in Bangalore, Gaurav’s path took a turn when he ventured to the US for higher education and work. “During my tenure in the US, I lived in Boston, New York, and California. My academic pursuits culminated with the completion of a master’s degree. Additionally, I honed my professional acumen in New York while serving as a strategy consultant,” Gaurav recalls.

While living in the US, Gaurav cultivated a passion for cooking and embraced a healthier lifestyle, inspired by the easy availability of organic and nutritious foods. “The easy accessibility to organic and nutritious foods in the US was something I admittedly took for granted. However, upon returning to India in 2016, I recognized a significant gap in the availability of such foods, including organic and clean-labeled options, which were still nascent in the market.”

Driven by his passion for healthy and organic eating, as well as a desire to address this gap, Gaurav envisioned creating a platform that would make such foods accessible to a wider community in Bangalore. Thus, the idea of establishing a retail format, known as The Organic World, took shape.

What helped to actualize Gaurav’s entrepreneurial vision was the family’s ownership of farms in the eastern region of Karnataka. Perceiving the opportunity to incorporate their organic farm produce into a retail environment, Gaurav initiated his venture in 2017 with the establishment of The Organic World stores in prominent Bangalore locales.  

Over the subsequent six-year period, TOW has undergone substantial growth, and now boasts of 17 stores, spanning some 23,000 sq.ft. of retailing area. The outlets are strategically located across several prime neighborhoods in Bangalore, which includes JP Nagar, JP Nagar RBI Layout, Jayanagar, Banashankari, HRBR Layout, Whitefield, Bellandur, Yelahanka, Malleshwaram, Koramangala, Indiranagar, HSR Layout, Cunningham Road, and other central locales.

One-Stop Destination for Healthier Alternatives

For many consumers, the gateway to embracing an organic lifestyle begins with fruits and vegetables. These fresh and clean foods serve as the initial step towards organic choices when entering the store. Their appeal lies not only in their nutritional value but also in their appearance — crispness, crunchiness, and freshness are immediate indicators of their organic quality. Fruits and vegetables serve as an immediate visual indicator of organic quality, making them the preferred choice for buyers at TOW stores.

The Organic World began as a retail establishment specializing in fresh organic fruits and vegetables has evolved into a full-basket grocer with a comprehensive collection of organic goods. The Organic World today offers the widest range of chemical- and preservative-free groceries under one roof – 3000+ SKUs that meet all the monthly consumption needs of a family. “We are India’s largest multi-store retailer for organic and natural groceries and a full-basket grocer,” avers Gaurav.

“As customers embark on their organic journey, they often progress from ‘I want to eat organic’ to ‘I want to live organic.’ This journey typically starts with incorporating organic staples like fruits, vegetables, and milk into their diets,” explains Gaurav. Over time, this commitment extends to include personal care and home care products, characterized by a preference for items devoid of harmful chemicals and allergens.

According to Gaurav, this shift reflects a conscious endeavor to prioritize health and well-being across various aspects of life. He further highlights the growing inclination towards plant-based alternatives in skincare and household cleaning, which offer gentler, safer options for individuals, their families, and the environment.

The retailer has its own in-house brand – Wellbe Foods – which offers a range of healthy alternatives ranging from pantry essentials to snacks and wellness products that suffices to meet the daily food consumption needs of a family. Whether it is snacks, breakfast cereals, health and wellness products or kitchen staples, the focus is on providing organic and natural products, completely free of chemicals and preservatives.

Fruits and vegetables at The Organic World are sourced from the retailer’s organic farm network. One such farm is Mapletree Farm in Hosur, which is one of the pioneers in organic farming in India. All farms in the network are carefully vetted by the retailer to ensure they follow the strictest organic and sustainable farming practices.

“As a conscientious and principled retailer, we firmly believe in providing our farmers with fair compensation for their crops, recognizing them as essential partners in our mission. Our goal is to foster a mutually beneficial relationship where both parties thrive. By nurturing the organic ecosystem, we aim to ensure that everyone involved – from consumers to producers to stakeholders – enjoys maximum value in a sustainable way,” says Gaurav.

The retailer also partners with brands who share its vision to offer chemical- and preservative-free better choices to the consumer. It works with like-minded local brands, SMEs, women entrepreneurs and gives them a platform to compete against the big box retailers. “Throughout our retail journey, we have taken pride in our ability to attract numerous like-minded brands to join The Organic World family, including local businesses, SMEs, and women entrepreneurs,” Gaurav explains.

Commitment to Better Choice Products for Varied Customer Segments

The Organic World caters to a diverse clientele, each with their own unique preferences and priorities. Among them are the empowered working mothers, aged 35 and above, who are deeply mindful of their family’s well-being. For these women, the top priority is providing their loved ones with the very best. That means opting for ‘better choice’ products that are organic, natural, and made without any harmful chemicals. This cohort seeks out traditional, wholesome options that align with their values and ensure the health and happiness of their families.

Another valuable customer segment for the retailer are discerning working fathers, aged 40 and above. They appreciate products that bring something extra to the table and share a common goal with their families: embracing ‘better choice’ options that elevate their lifestyle. They seek out value-added products that not only meet their high standards but also contribute to their family’s overall well-being and vision for a healthier future.

The 50+ age group also makes up a big chunk of the retailer’s consumer base. This demographic comprises consumers who are price-conscious, prioritize freshness and look for traditional products. At The Organic World, there are a lot of grandparents who can be seen shopping with their grandchildren, and looking for products they believe are truly good for their family.

Young working professionals also form a significant customer base as there are an increasing number of young working professionals who prioritize healthy food and look for better alternatives. This trend has accentuated, particularly in the wake of the pandemic and also because of the buzz about food trends on social media.

When it comes to meeting the needs and tastes of today’s younger generation, The Organic World has offerings aligned to their requirements. “Our stores stock a widely popular range of Clean Beauty and Immunity Boosting products, as well as Healthy Snacking Alternatives that appeal to this target audience,” says Gaurav.

In order to further appeal to the sensibilities of young shoppers, The Organic World also hosts key events across the city — there are contests across social media involving various brands that offer unique shopping experiences. Besides, the retailer organizes events with fitness experts and conducts live social media interactions with key brands involving exciting giveaways.

To encourage customer stickiness, The Organic World platform is designed to follow its customer’s journey right through their everyday and monthly shopping needs. “Our personalized offers are created with a theme relevant to customer experiences with respect to their daily activities. We also encourage customer stickiness through our intuitive offers complementing previous purchases. Customers also appreciate our seasonal deals. For instance, during the festive season, customers can expect special promotions on oils, ghee, and jaggery, while the focus shifts to warm foods like millets during the winter months,” says Gaurav.

As part of its customer centricity, the retailer engages and interacts with its customer base on a regular basis through social media platforms as well as through emails and WhatsApp. It also runs a campaign called #AskUsAnything, which seeks to promote transparency and work towards awareness-building by giving the customers a chance to ask the retailer about anything related to organic farming, its brands, products, and retailing practices.

When it comes to enhancing the customers’ shopping experience, The Organic World has several initiatives in place. All its 17 stores have a ‘zero waste’ section, where customers can dispense exactly what they need, thus minimizing waste and maximizing sustainability. “It’s all about empowering our shoppers to make eco-friendly choices. Many of our customers bring their own containers or jute bags, but we also offer cloth bags and glass bottles for oils, ensuring every visit is not just convenient, but environmentally conscious too,” shares Gaurav.

Another initiative The Organic World has introduced is aimed at encouraging customers to make more informed choices when shopping. They’ve developed an industry-first “Not In Our Aisle List,” which defines their entire range of products. This initiative gently guides customers away from a purely need-driven consumption pattern towards a more thoughtful and informed approach to shopping.

The “Not In Our Aisle List” is a prominent feature implemented across all 17 stores of The Organic World. This initiative prohibits the sale of products containing chemicals and harmful ingredients, prioritizing the well-being and safety of consumers. The list comprises various harmful ingredients commonly found in everyday products. These include high fructose corn syrup, often used as a sweetener in beverages, candies, cereals, and packaged snacks; artificial flavorings and colors commonly added to snacks and processed foods; Tertiary Butylhydroquinone (TBHQ), an antioxidant present in biscuits, microwave popcorn, margarine, and chicken nuggets; carrageenan, utilized as an emulsifier and thickener in products like cottage cheese and ice cream; parabens, sulfates, and phthalates commonly found in personal and beauty care items; as well as a range of acids and toxins present in household cleaning products.

In fact, the “Not In Our Aisle List” forms the cornerstone of The Organic World’s selection process. “If a brand does not conform to these standards, you will not find it on our store shelves. By ensuring the products we keep on our shelves live up to a higher standard than industry-established ones, we truly offer our customers a better choice products. This is a definitive and hard stand we have taken to give our customers the confidence that every single product on our shelves is a better choice for them and also reinforces our commitment as a responsible retailer,” says Gaurav.

The initiative has helped several brands change their product formulation, obtain the necessary certification, etc., to conform to The Organic World’s standards and be part of its offerings. This demonstrates the brands’ confidence in the retailer’s vision and contributes significantly to the cohesive synergy between brands and retailers.

Targets 25-30 Stores in Bangalore, Eyes Nationwide Growth

As all 17 stores of The Organic World are located in Bangalore, it in many ways affirms the city’s status as the nucleus of India’s organic food retailing landscape. Acknowledging that Bangalore indeed stands out as a hub for organic retail and organic offerings, Gaurav says that the city is as a prime testing ground for the acceptance of new products and innovative ideas.

He attributes Bangalore’s receptivity for organic offerings to the city’s dense population and diverse demographic composition, which includes individuals from different states and cities, as well as both local residents and migrants. “The amalgamation of these factors makes Bangalore an ideal locale for testing diverse products, whether they are technological, culinary, or pioneering in nature,” he says.

He further explains that from an organic perspective, TOW’s reception within the city has been very positive, which explains why the brand is continuing to expand its presence in Bangalore despite already having 17 stores. “We’re aiming to establish a total of 25 to 30 stores in Bangalore alone. While we’re also considering expansion into other cities, Bangalore remains a priority due to its favorable reception,” says Gaurav, adding that he is also planning expansion into additional cities such as Hyderabad, Pune, and Chennai within the year. The company envisions these new locations as strategic growth opportunities to broaden its reach and cater to a wider demographic.

Regarding price points and other factors, Gaurav says that TOW encounters similar challenges related to affordability, accessibility, and authenticity. “These are universal concerns that arise regardless of the city. However, it’s worth noting that Bangalore, as a Tier one city, shares similar price acceptance patterns with other major cities like Mumbai, Delhi, Chennai, and Hyderabad. However, Tier two cities may have their own level of price sensitivity, but they still prioritize authenticity and accessibility. Overall, the price sensitivity in these cities aligns closely with that of Tier 1 cities,” he observes.

Organic Retail Challenges: Affordability, Authenticity, and Accessibility

Gaurav emphasizes the significant challenges involved in running an organic food retail business, identifying three key pillars. Affordability takes precedence, emphasizing the importance of keeping products reasonably priced to meet customer preferences, while also considering factors like choosing the best locations for accessibility and authenticity of products.

TOW’s F&B products are generally priced at approximately 1.2 times higher in comparison to conventional items. “The lower shelf life of organic food contributes to its higher price, known as “premium”, which is generally 1.2X over non-organic products. However this premium does not translate into extra profit for farmers or retailers. Instead, it represents the total cost of the product due to factors like certification, testing, post-harvest losses, and reduced shelf life,” says Gaurav.  

When asked how organic products can be made more affordable, Gaurav believes that addressing this challenge requires collaboration among various stakeholders. “Farmers need support to transition to organic methods and navigate certification processes. Retailers also play a crucial role in organizing the sector and increasing scale to accommodate organic harvests. Additionally, educating consumers about the benefits of organic foods is essential. Government intervention through programs and subsidies is also vital for the success of this endeavor. Cooperation among stakeholders is necessary to make organic products more accessible to everyone.”

When it comes to prioritizing transparency in the pricing structure, TOW makes it possible by leveraging their scale and consolidation within Bangalore. With 17 stores under their belt, they rank among the major players in the organic food sector in the city. Leveraging their scale and addressing supply chain inefficiencies, they’ve managed to narrow the pricing gap to approximately 1.2 x that of conventional products.

The stores also use clear labeling to show how the prices of their organic products compare to those of similar items elsewhere. By providing such straightforward comparison, customers gain insight and can see the difference in price and understand and appreciate the affordability of its products. This approach ensures that TOW’s pricing structure is both transparent and accessible to customers.

Another crucial aspect is ensuring the authenticity of products, which is at the forefront of consumers’ concerns when buying organic. Buyers seek assurance regarding the true authenticity and organic nature of products, and they want to know if the products meet rigorous certification standards. “In terms of authenticity, our commitment is underscored by certifications and documentation for all our sources. These certificates are readily available in our stores, and for those seeking further reassurance, our help desk provides access to additional certificates and lab tests upon request. This meticulous authentication process ensures that our products are genuinely certified and free from harmful chemicals, offering peace of mind to our discerning customers,” points out Gaurav.

Mentioning the significant financial implications associated with product testing and certification processes, Gaurav explains that each test conducted per Stock Keeping Unit (SKU) incurs a cost of approximately 3,500 rupees, which accumulates substantially over time across various SKUs and testing intervals. “Moreover, farmers, Farmer Producer Organizations (FPOs), and suppliers also bear expenses for periodic testing and certification, typically over a three to five year timeframe. Certification costs can range from 30,000 to 200,000 rupees depending on the specific requirements. These expenditures significantly impact the overall economics of the process.”

TOW’s awareness activations also help the retailer to build on the brand’s trust and deepen its relationship with the farmers as well as the customers. “In our stores, we organize awareness events where farmers spend a day or even a week with us. This gives customers a firsthand look into the world of organic farming. These interactions create a strong bond; customers enjoy talking to farmers, learning about the ins and outs of organic cultivation. These genuine conversations, often in local languages, help build trust—a crucial part of what we do. These efforts are just part of our ongoing dedication to building trust and relationships with both farmers and customers,” says Gaurav.

He adds: “We firmly believe that just as individuals know their doctors intimately, they should also cultivate a relationship with their farmers. While doctors deal with problems after they happen, farmers work to prevent problems before they occur. Knowing one’s farmer ensures a deeper understanding of the food consumed and promotes a healthier lifestyle. To foster this connection, we facilitate farm visits where customers can witness firsthand the cultivation process and engage with the farmers.”

From an authenticity perspective, the company also collaborates with a network of farms known as Happy House Farms. This initiative involves partnering with various farms, Farmer Producer Organizations (FPOs), and markets to ensure the sourcing of high-quality organic fruits, vegetables, and produce. Farms that meet these standards become part of the Happy House Farms network.

The farms within the Happy House Farms network undergo rigorous certification processes to ensure their organic status. This involves thorough audits, including examinations of their farming practices, inputs, and soil quality. “Additionally, our team conducts internal testing regularly to verify organic compliance. For farms transitioning to organic methods, we provide guidance and support throughout the process, offering advice on inputs and assisting with certification procedures,” shares Gaurav. This commitment to authenticity involves comprehensive testing, authentication, and certification procedures.

Additionally, accessibility plays a pivotal role, as consumers prioritize convenient channels through which they can access these products, whether online, offline, or through brick-and-mortar retail stores located conveniently in their neighborhoods. The company employs various channels for accessibility, including a mobile app, website, and partnerships with last-mile delivery services like Dunzo and Swiggy. Additionally, TOW is part of the national commerce network ONDC, integrated into the India tech stack. The approach isn’t about online versus offline; rather, it’s about strategizing for each channel to best serve the customer.

In the process of selecting store locations, a key element in enhancing TOW’s outreach and accessibility, the primary consideration revolves around population density. This metric serves as a key indicator of the concentration of individuals and households within a specific geographic area. Bangalore boasts pockets of significant density, particularly in areas like Electronic City, Sarjapur Road, and certain parts of North Bangalore. These areas are distinguished by their proliferation of high-rise residential complexes and bustling communities, making them prime locations for TOW’s operations.

“While we do consider socio-economic factors in our decision-making process, it’s important to note that our customer base spans across various economic brackets. Organic food consumption is not merely a luxury but a lifestyle choice driven by a desire for healthier, more nutritious options. In fact, organic farming has deep roots in India’s agricultural heritage, reflecting a return to traditional practices where individuals cultivated their own produce or sourced directly from trusted farmers,” says Gaurav.

His comments reinforce the fact that organic food isn’t solely a premium or niche offering but rather a return to our culinary roots, and echoes the dietary habits of previous generations. “Therefore, our emphasis lies in locating stores in densely populated areas, thus ensuring accessibility to a diverse demographic. It’s noteworthy that some of our franchisees have chosen locations that may not have been our initial preference, yet they thrive due to their dense foot traffic and appeal across socio-economic groups.”

By focusing on these three overarching areas — affordability, authenticity, and accessibility — which present formidable challenges for organic food retailers — TOW has been successful in strategically positioning itself as a leader in Bangalore’s organic food market. “Over the past few years, our team has dedicated significant efforts towards addressing these challenges, and we strive to ensure that our products are affordable, genuine, and easily accessible to consumers,” says Gaurav.

Thanks to TOW’s efforts in advancing crucial metrics in organic food retail, the brand has successfully instilled confidence and trust in its products among customers. Consequently, the repeat rate of TOW’s customers returning to its stores to buy products is quite significant.

Gaurav says that customers tend to return to the stores approximately 3.2 times per month, which is considered healthy for the grocery industry. This frequency indicates loyalty and trust in the brand. “Our customer base is exceptionally loyal, believing in our mission and values, particularly in promoting an organic and healthy lifestyle,” affirms Gaurav.

The retailer aims to meet customer needs through various channels, whether online or offline, with trust, convenience, and accessibility as key elements contributing to customer satisfaction. Moreover, the retailer is also actively addressing affordability concerns, recognizing it as an area needing improvement. “Overall, it’s the combination of trust, convenience, accessibility, and affordability that addresses the challenges faced by our industry and ultimately keep our customers returning to us,” says Gaurav.

Profitability in Organic Retail

When it comes to organic food retailing, a perplexing question lingers: Why do numerous organic stores sprout up each year, only to wither away into obscurity shortly after? What lies at the heart of this existential crisis? Amidst a growing community of health-conscious consumers, the sobering reality of business mortality prompts reflection.

Gaurav agrees that it’s a significant observation and point to consider. “Many ventures in this field begin with passionate individual entrepreneurs who face common challenges of affordability, accessibility, and authenticity. These issues are intricate and not easily addressed. Affordability, in particular, hinges on customers being willing to shop at a certain price in the stores. Addressing these challenges often requires scaling up the business, which necessitates both private and public investments to ensure scalability on both the supply and demand sides.”

Boosting supply access and demand can lower prices, making organic products more affordable. Bringing in more participants and organizing the sector can also help with pricing. As prices align with conventional products, individual organic stores are likely to thrive more. Gaurav notes, “Organic stores are usually small-scale and located in less prominent areas, not main streets. This lack of density and limited product variety presents challenges to the business model, worsening the mentioned issues.”

Sharing his thoughts on the recipe for profitability for organic retailers, Gaurav says, “In general, the grocery retail sector is highly competitive and commoditized. It’s not for the faint-hearted. This applies equally to organic grocery retail. However, with increasing demand, acceptance, affluence, and awareness surrounding clean and healthy foods, we’re witnessing several factors that provide favorable conditions. Over time, with the right scale, supply chain, and efficiencies, positive outcomes are inevitable. Ultimately, upcoming retailers will recognize this and embrace sustainability. There’s no doubt about it.”

Regarding the operation of an organic food store via the franchise route, Gaurav underscores the courage required to run an organic business franchise. This is especially true given the anticipated low volumes in organic food retailing, which contrasts with the emphasis on volume in the food and grocery trade.

Taking a TOW franchise requires an investment of approximately INR 20,00,000. This investment is sufficient to open franchise store in a 500 square foot space. Typically, the operational break-even period for franchisees ranges from 3 to 6 months, contingent upon factors such as location and population density.

“Regarding our 4 franchised stores, we have observed positive developments from an operational perspective. Leveraging our scale, we have been able to strategically expand and source materials. This enables us to offer competitive pricing for fruits and vegetables that surpass what franchisees could obtain independently. By addressing these challenges at scale, we provide a significant advantage to our franchise owners,” avers Gaurav.

Plans for the Future

With a strategic vision to extend its retail presence beyond Bangalore to cities such as Hyderabad, Pune, and beyond, TOW has commenced its expansion plans in the short to medium term. Over the next 5 years, there are plans to launch a minimum of 100 stores. These stores will be strategically located in key cities, encompassing both Tier 1 and Tier 2 cities. “Moreover, we are committed to fostering entrepreneurship by engaging other individuals in this journey and empowering them to become entrepreneurs themselves. This initiative is a pivotal focus for us, and we are dedicated to its success, working diligently to realize this vision,” says Gaurav.

Asked if is considering any investors aside from the franchise model, or contemplating alternative funding methods for expansion, Gaurav says: “No, currently, our ownership structure is held and owned privately. However, as we progress and reach our milestone of one hundred stores, we will certainly entertain the possibility of involving investors.”

As per an IMARC study, the India vegan food market size reached US$ 1,324 Million in 2022. It is expected to reach US$ 2,463 Million by 2028, at a growth rate (CAGR) of 10.9% during 2023-2028. Tapping into this opportunity, TOW aims to get 10% of its total sales from the vegan category.

Speaking about the expansion, Gaurav says, “The decision to broaden TOW’s vegan product line is inspired by a growing interest among our customers. Initially, we expanded with fundamental products like tofu and chocolates and later extended our range to include more diverse offerings such as ice cream, bread, and beauty products. The rising popularity of the growing vegan market has led to the need for trusted vegan brands, which has significantly influenced and reinforced our commitment to this expansion so that we can serve our customers at every point in this journey.”

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