Mother Dairy forays into fresh produce business with Safal Organic
Mother Dairy Fruit and Vegetable has launched its organic range of fresh fruits and vegetables and other kitchen ingredients under its horticulture brand, Safal. The leading milk supplier decided to enter the growing INR 4,000 crore organic food business to diversify its existing product portfolio. The company hopes to garner revenue of INR 50 crore next fiscal and INR 100 crore in 2020-21.
The new range of products, labelled as Safal Organic, would be made available in 100 select Safal booths across Delhi NCR, along-with Safal’s existing range of edibles. The company will provide organic and fresh fruit and vegetables such as apple, pomegranate, sweet lime, lemon, potato, tomato, onion, ginger, garlic, etc. These are currently sourced from farmers with certified organic farms across Maharashtra, Himachal Pradesh, Sikkim, Madhya Pradesh and Uttarakhand. Safal has also established a facility to handle organic produce at Mangolpuri in New Delhi to ensure a distinguished supply chain, which can reportedly handle around 15 tonnes daily.
Apart from fresh produce, Safal 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 (poha) in bio-degradable and recyclable packaging options.
Speaking about this, Saugata Mitra, director, Mother Dairy Fruit and Vegetable, 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. With a presence across 100 key booths, Safal will be the largest retail network offering fresh F&V organic produce to consumers across Delhi/NCR, and I am confident that our newly-launched range of products will appeal to them.” He added that the company plans to expand its retail channels going forth, and plans to launch the product range in general trade and modern trade by end of current fiscal, starting with Delhi-NCR.