Benefits Of Scale Will Also Reach To Domestic Consumer Market: Tej Katpitia, CEO, Sri Sri Tattva, The FMCG Arm Of Art of Living
India has now officially declared to be top organic agriculture producer in the world by IFOAM (number of producers). Sri Sri Tattva is the FMCG arm Backed by ‘Art of Living’ and it has a sound share in the domestic organic market with the philosophy of social wellness. BW Businessworld exclusively speaks to Tej Katpitia, CEO Sri Sri Tattva:
India has been blamed for a number of organic marketers than producers in the world, your opinion about such criticism.
The trend is changing. Many clusters and individual growers are focussing on bringing across organic produce. It is for us to support this and create a long-term demand for such products. For any change, there will be challenges however here the future looks positive. Both marketers and producers are working with common spirit to cater to the increasing demands for organic products.
We have a strong competition from China for traditional products of Indian origin like Ayurvedic herbs. What can be the roadmap for success?
Ayurveda means the science of life. It has been known as a traditional and ancient system of medicine in India. The world is recognising the benefits of herbal and natural products, non-invasive therapies and lifestyle changes in tune with one’s own nature. The road ahead demands high-quality offerings, reliance on the science coupled with innovation for modern delivery mechanisms, creating awareness, enabling experience and improved reach for the growing consumer base.
Organic products have a premium price tag which actually keeps it away from a strong domestic consumer market, what is the way forward?
Organic certified products have stringent criteria and process requirements to comply with which contributes to their purity and premium tendency. As the demand continues to rise there is bound to be an increase in the growers and marketers. The government is also focussed on organic farming in large clusters as well as initiatives like organic farming the Women Self Help Groups under the National Rural Livelihood Programme. As the market matures the benefits of scale will also reach a larger domestic consumer market.
Will Tattva capitalise over a strong follower group, the way Patanjali did?
Being present in the Ayurveda and FMCG space, Sri Sri Tattva’s focus on quality and authenticity has earned it a significant level of trust and goodwill from its consumers. Inspired by this and with a responsibility to promote good health and wellness to maximum households, the brand is expanding its presence in multiple channels across categories.
Organic fertilisers need much of R&D efforts, what are the Tattva’s plans for the same?
Our research team is working on organic fertilisers that will be cost-effective and sustainable for the farming community.
Will Tattva also project its presence in the Indian market as a social enterprise?
Sri Sri Tattva supports initiatives of the ‘Art of Living Social and Welfare’ programmes that have benefitted millions of people globally. Coupled with its strong commitment to re-establish the benefits of Ayurveda, natural and healthy living, ‘Sri Sri Tattva’ is determined to do its bit to contribute to the growth of a happy and healthy society.
What has driven Tattva to enter organic product market?
The brand has always focussed on high quality and genuine products. Pure food and good health are now the priority of the modern consumer. Farmers are also investing time, effort and resources to bring about pesticide-free and organic produce. Sri Sri Tattva is working at multiple levels to ensure that such produce reaches where it is in demand benefiting both the producer and the end consumer.
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