RAJ Seelam, founder and managing director, Natural Desta Bio Products PVT LTD | Photo credit: Ramakrishna G
For Raj Seelam, founder and managing director of Natural Bioproduct, known for its 24 organic food products of the Mantra brand, it is not easy to let it go or his baby that he nurtured and guided through site challenges.
Once he reported how enthusiastic the number of clients entering his maiden of the Mantra brand in Banjara Hills. In addition to one or two curious entrants, which would intervene to verify what the store was about, the store barely attracted footsteps in the initial days.
For him, the key challenge was to create a new market segment, organic foods, which was not there. Moreoover, there was no culture of organization of retail networks at that time, which makes it much more difficult to attract footsteps.
The other challenge was to convince the client to buy something more expensive, while the cheapest regular alternatives were available.
The boom in the organized retail segment that began in the mid -2000s was a gift from the sky for whistle. Spencer, who was expanding his footprint throughout the country, agreed to house his range of products, giving him a filling.
In addition to building a sustainable backend for uninterrupted supply of agricultural products, Seelam did not leave the opportunity to educate the ecosystem and consumers about why it was not too expensive to go organically.
He used to argue that opting for organic foods did not cost much like most people perceived. He won more than ₹ 2,500 costs to buy organic groceries for a family for a month, I would say. “I don’t think it’s a great question. Organic food prices, which are higher (than regular alternatives) in the range of 20-70 percent in product categories. This used to be very high on the initial days,” he said. Business line Recently.
Desta recently expanded its bouquet of offers by launching food, snacks and frozen foods from Baby and Children.
While establishing the delete network throughout the country that covered 30,000 farmers to support its pipe, Hey also prepared the diaspora market in the United States personally traveling several towns and cities, and congenital products there.
For ITC, the acquisition of ₹ 472-Rore of Natural Deplete Bioproduct is a perfect addition to its portfolio. The FMCG Major, known for its 360 degree supply chain and its variety of varied products, sees that the Hyderabad -based organic products firm is the correct adjustment.
Posted on April 18, 2025