24 Mantra Organic Enhances Organic Range

Enters into Ready to Drink and Ready to Cook Categories
Chandigarh, April 13, 2016: 24 Mantra Organic, India’s largest organic food brand, driving the organic movement across the country for the last 12 years, today announced entering into two new categories with the launch of Ready to Drink and Ready to Cook products. 24 Mantra has launched fivenew variants of Ready to Drink and four new variants of delicious Ready to Cook Breakfast options, to enthuse the healthy Indian mind-set.

Currently the market for Ready to Eat / Cook foods (RTE/RTC) in India is estimated at INR 600Cr (excluding the noodles category) and is expected to grow at 20-25 percent every year. Similarly the market for RTD has been pegged at more than 1000 Cr. 24 Mantra Organic will now standout in these categories by offering healthier option of organic and preservative freeproducts for the consumers.

Mr. N Balasubramanian, CEO, 24 Mantra Organic said, “We at 24 Mantra have always aimed to bring quality organic food to each and every household for all meals. We are pleased to add more options to our product range today as it will help more people to adopt organic and healthy living. It has been a relentless effort over the years to create the mindset – be it the farmers to adapt or the consumers to think about the benefits and move towards healthy eating. We have been successful in creating a movement and the next 10 years will see an exponential impact on the growth of the industry. We have considered the hectic and busy lifestyles of the youth today and incorporated traditional breakfast options which are healthy, preservative free and can be prepared in minutes.”

The company has introduced five exciting flavours in the RTD fruit drinks category such as Orange, Mango, Berry, Apple and Lemon Green Tea. 24 Mantra has also introduced traditional Indian breakfast options such as Millet Dosa Mix, RagiIdli Mix, GojjiAvalakki and Kanda Poha in the Ready to Cook category. Consumers can now not only have delicious organic and preservative free breakfast options but also have sumptuous dishes ready in just 5- 15 minutes. The RTD fruit drinks will be sold in pack sizes of 250 ml cans whereas the RTC products will be sold in 300 gm sizes serving 4 with one pack. The products are affordably priced at Rs 49 for RTD and Rs 60 for RTC and are available at all major retail and online stores across India.

The market for organic food – organised and unorganised together in India is growing @ more than 30% year on year over the last 3-4 years. 24 Mantra is the leader in the branded Organic Food Category. 24 Mantra already offers more than 200 products in the organic space, to meet consumers’ requirements of Breakfast, Lunch and Dinner. Withits wide range of Staples, Fruit Juices, Breakfast Cereals, Chutneys & Pastes, 24 Mantra has now added healthy thirst quenchers and traditional ready recipes which offer convenience of easy cooking with great taste.

24 Mantra has been India’s most trusted organic food brand with a loyal customer base of more than 3 lakh across India. The company targets to reach a customer base of more than 1 million in the next 3-4 years. 24 Mantra also plans to bring exciting variants to these new categories and enter in many other newer categories as part of their effort to serve the consumers, farmers and the environment; creating a sustainable ecosystem. The company, since the last decade has championed the cause of sustainable living by providing consistent quality organic food to its customers and also empowering the lives of farmers who are practicing organic cultivation.

24 Mantra was started in 2004 with an aim to provide healthy and organic food to the consumers and also provide sustainable farming opportunities to farmers across the country. The company handholds the farmer right from prepping the soil, converting the land into an organic, make the produce reach to the end consumer. Today the company works with more than 25,000 farmers across the country in 150 cities across 15 states. 24 Mantra Organic has played a significant role to propagate the philosophy of sustainable farming to the remotest corners and is also working with the Governments of Sikkim and Andhra Pradesh to spur the growth of the industry.