With increasing numbers of Indians digging deep into a bowl of quinoa for better health and a gluten free diet, sales of the 'wonder grain' are hitting the roof for organic retailers. While its price and lack of awareness is keeping it away from the average Indian kitchen shelf, the protein rich grain is slowly replacing rice, wheat and even millets.
Organic India, the Lucknow-based MNC started producing quinoa almost five years ago. "We knew quinoa was a fad in Europe and America. With the world becoming a smaller place thanks to globalisation, the fad had to come to India sooner or later," said Saurabh Tiwari, chief marketing and sales officer, Organic India.
The retailer Organic India supplies an average of 1015 kg per month to over 1,2001,500 outlets which include premium outlets in Delhi, Mumbai and Chennai. In Tamil Nadu, Chennai and Coimbatore are the key markets for Tiwari. "Chennai as a city is advanced when it comes to health and wellness. For other cities , uptake of quinoa is still at a nascent stage," said Tiwari. Organic India conducts awareness programs and provides simple recipes along with the grain to popularise its usage.
Mumbai-based Naturally Yours used to import quinoa, which sold at around Rs 3,000 per kg, till 1.5 years ago when it began to sell the Indian variety at about Rs 1,000 per kg, making it relatively more affordable. When it was launched, quinoa was among its top 10 products, but has now moved up the ranks to occupy third place. More than 20%-30% of the company's customer base buys quinoa with a month-on month 10%20% increase in quinoa orders.
Source : TOI
Organic India, the Lucknow-based MNC started producing quinoa almost five years ago. "We knew quinoa was a fad in Europe and America. With the world becoming a smaller place thanks to globalisation, the fad had to come to India sooner or later," said Saurabh Tiwari, chief marketing and sales officer, Organic India.
The retailer Organic India supplies an average of 1015 kg per month to over 1,2001,500 outlets which include premium outlets in Delhi, Mumbai and Chennai. In Tamil Nadu, Chennai and Coimbatore are the key markets for Tiwari. "Chennai as a city is advanced when it comes to health and wellness. For other cities , uptake of quinoa is still at a nascent stage," said Tiwari. Organic India conducts awareness programs and provides simple recipes along with the grain to popularise its usage.
Mumbai-based Naturally Yours used to import quinoa, which sold at around Rs 3,000 per kg, till 1.5 years ago when it began to sell the Indian variety at about Rs 1,000 per kg, making it relatively more affordable. When it was launched, quinoa was among its top 10 products, but has now moved up the ranks to occupy third place. More than 20%-30% of the company's customer base buys quinoa with a month-on month 10%20% increase in quinoa orders.
Source : TOI
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