Bengaluru-based The Organic World (TOW), a leading organic and natural groceries retailer, is expanding its vegan product category with the introduction of four new and unique products: Peanut curd, butter, ice cream, and protein powder. The expansion is in line with TOW’s commitment to provide diverse, personalized and responsible choices for its customers, to meet all their daily and monthly consumption needs. It is also in line with the company’s goal to keep track of changing consumer trends and align its offerings with the same.
Keeping in mind the growing popularity of Veganuary – a global campaign that encourages people to try a vegan lifestyle for the month of January – the retailer hopes its new offerings will cater to the needs of those keen to hop onto the vegan bandwagon. With this expansion, 10% of the company’s total revenue will come from the vegan category.
From only 10-20 vegan products, TOW has significantly grown its vegan range over the last 3-4 months to now include over 200+ diverse products. From essentials like non-dairy milk and tofu to indulgent treats such as ice cream, bread, chocolates, and even beauty products, the brand’s commitment is to provide a comprehensive selection catering to the diverse needs and preferences of their discerning customers. This expansion is a direct response to the growing consumer demand for vegan options and aligns with the evolving landscape of the vegan market. Currently, the vegan category at TOW offers a diverse array of approximately 200 SKUs.
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 Manchanda, Founder & MD, The Organic World, said, “The decision to broaden TOW’s vegan product line was 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.”
What sets TOW’s vegan products apart is its commitment to being free of harmful chemicals, in line with its ‘Not in Our Aisle List’. “Our vegan products adhere to higher standards than industry-established ones, ensuring a truly responsible retail experience. Furthermore, our commitment to cruelty-free practices, prominently highlighted in our beauty products, resonates with the ethical choices of our environmentally conscious customers.” added Manchanda.
As a niche category, TOW’s ambitious yet focused goal is to become the market leader in the vegan space. This objective reflects confidence in the growing demand for vegan products and the brand’s commitment to making them an integral part of their offerings.
