Mother Dairy has announced its latest entrant in the organic range of fresh fruits and vegetables and other kitchen ingredients under its horticulture brand Safal. Company officials said that the company aims to make the Safal organic a Rs 100 crore brand.
The new products has been labelled as ‘Safal Organic’ and they would be made available in selected 100 Safal booths across Delhi NCR, along-with Safal’s existing range of edibles. Currently, Safal has around 300 booths in the region.
The variety of fresh fruits and vegetables will be available under Safal organic brand. Which will include such as apple, pomegranate, mausambi, lemon, potato, tomato, onion, ginger, garlic etc. It is also introducing a wide range of organic kitchen ingredients namely pulses, rice, spices, millets, dry fruits, wheat flour, besan, sugar, salt and flattened rice flakes (poha), in bio-degradable and recyclable packaging options. In future, the company is planning to further expand its range by adding seasonal fruits and vegetables along with honey, rock salt and more varieties of whole spices and pulses.
Saugata Mitra, director, Mother Dairy said, “In our effort to align our portfolio to the ever-evolving needs of our consumers, we are now launching organic fruits and vegetables and kitchen ingredients in line with all regulatory, industrial, quality and food safety requirements.” She also added, “As India houses the most number of organic producers, it is our sincere effort to help them by way of giving an assured market, right remuneration for their produce and acknowledge their commitment towards the nature and the nation.”
The fresh organic produce is being sourced from farmers with certified organic farms across the states of Maharashtra, Himachal Pradesh, Sikkim, Madhya Pradesh and Uttarakhand.