Strategic Ally, End to End Support
Organic food company goes beyond marketing, sales strategies to support farmers moving away from chemical-free practices. Latest data available with the government for 2018 - 19 shows that only 2 % of the country՚s net sown area is under organic farming and 1.3 % of the farmers follow the practice. Strategic Ally Sresta Natural Bioproducts Limited was analyzed by the Delhi-based Centre for Science and Environment (CSE) to understand how private players can play their part to encourage farmers as well as influence consumers choices. Based in Hyderabad, Telangana, Sresta forayed into the organic food business in 2004. Organic food was just an exotic idea then, with most farmers relying on chemical inputs for improved crop yield; the government introduced schemes to support and promote organic farming only a decade later. On the ground, the company offers constant support to farmers to wean them off chemical inputs and shift to organic farming. To create an assured market, it also procures, processes, and markets the produce. Sresta invests the massive awareness programmes about organic farming and its benefits for human health and the environment, to create consumer demand for the products. Sresta advertises organic products through campaigns and through social media, shares recipes that use its products and spreads awareness on the benefits of such food. As per the “India: Organic Industry Market Report-2021” released by the US Department of Agriculture՚s Foreign Agricultural Service the company՚s brand name “24 Mantra” has the largest market share in organic food products. The company has grown from 40 farmers to 40,000 farmers, covering nearly 81,000 hectares (ha) in 15 states. From procuring wheat, mustard, gram, and barley initially, Sresta՚s list now includes nearly 200 prod‐ ucts from flour, grains, pulses, millets, dry fruits and spices to flours, cold-pressed oil, pickles, cookies, culinary pastes, jams, and ready-to-eat products. Farmers say they also save on cost of loading, unloading produce and mandi tax with Sresta. To assure the consumers about the quality of the produce, Sresta helps farmers obtain organic certi‐ fication under the National Programme for Organic Production, which allows for exports, and bears
