The brand offers a comprehensive range of products sourced exclusively from certified organic farms. The brand is dedicated to enhancing health and wellness with natural, chemical-free ingredients.
Organic Tattva has established itself as a leading name in the organic food market by offering a diverse range of products, including grains, pulses, flours, spices, oils, dry fruits, and honey. Sourced exclusively from certified organic farms, every product is free from chemicals, pesticides, and fumigation.
“Our mission is simple yet profound: to promote health and wellness with natural ingredients that deliver both taste and nutrition, positively impacting well-being of our consumers and the environment,” says Kriti Mehrotra, Director, Mehrotra Consumer Products Pvt. Ltd, which operates brand Organic Tattva.
The brand’s audience includes health-conscious individuals and homemakers who prioritize quality and purity. It targets urban and suburban markets with high densities of eco-aware consumers, focusing on metros, tier-1 and tier-2 cities across India.
Uncompromising Quality and Innovation
Organic Tattva sets itself apart through 100% organic farm sourcing and a rigorous commitment to quality. Each product undergoes testing for 250 pesticide residues at the farm level to ensure only the purest, pesticide-free food reaches its customers. To stay ahead, the brand keeps continuously innovating. Its new ready-to-eat range caters to the growing demand for convenience, while sub-brand Natural Tattva introduces unique products such as makhanas, salts, sprinklers, and ghee. It also uses vacuum seal packs to prevent infestation and extend shelf life, making the products more accessible and appealing
Market Presence
In a market valued above Rs 1500 crore, Organic Tattva holds a substantial share of approximately 30%. The brand leads the organic category on e-commerce platforms like Amazon, commanding a 52% market share. Organic produce currently represents 7-8% of the fruits and vegetables market, a figure expected to double as food safety concerns rise and purchasing power increases.
“Our growth strategy involves direct supply from company depots to e-commerce, modern trade, and general trade warehouses, cutting out middlemen to offer better prices. We align offers in general trade with those in modern trade, use in-store sampling, and enhance product visibility through end caps and floor displays,” informs Kriti.
Retail and Online Presence
Organic Tattva partners with top retailers like Reliance Smart, Best Price, Metro Cash & Carry, More & Spencer’s, while maintaining a strong online presence through platforms such as Amazon, Flipkart, Bigbasket, Blinkit, Jiomart, Swiggy Instamart, and Zepto. The focus is on increasing the brand’s footprint and catering to a larger audience, whether they shop online or offline.
Future Goals
Looking ahead, Organic Tattva aims to capture 50% of the market share within the next 2-3 years. Its strategy includes expanding distribution to A and B category stores, reaching B and C tier cities, and strengthening its online and supermarket presence. With a focus on meeting rising consumer demands and overcoming backend challenges, the brand is poised for significant growth.
