The Hindu Business Line : ITC Foods spices up the organic way

Bangalore, July 17 After health biscuits and snacks, ITC Foods is going organic now. The company has entered organic foods retailing with the launch of Aashirvaad Select organic spices.

Aashirvaad Select will initially offer chilli, turmeric and coriander powders. Raw materials have been sourced from farmers practising organic farming (an agricultural practice without the use of synthetic fertilisers) in tribal belts of Andhra Pradesh and Orissa. The company has obtained the India Organic Certification for its spices. It claims the packaging of the spices is made from elemental chlorine free board that is environmental friendly.

Mr Ravi Naware, Divisional Chief Executive, ITC Ltd – Foods Division, said: “Organic farming seeks to provide consumers with food that is 100 per cent natural and prepared in a manner that is beneficial to the environment. Consumers are knowledgeable about the health benefits of organic food products and the demand for organic food is on the rise. We are looking to extend the portfolio of products if we can ensure sustainability and get the necessary volume and demand. The possibilities include atta, vegetables and products under the ‘Kitchens of India’ range.”

The company is also looking to introduce more organic spices such as pepper and jeera. ITC Foods has a total installed capacity to process 300-400 tonnes of spices a month.

Price range

The coriander, chilli and turmeric powders are available in all major metros across all modern trade outlets and food retail chains in packs of 100 grams, priced at Rs 32, Rs 30 and Rs 24 respectively — 20-25 per cent higher than the prices of inorganic spices. “We will slowly extend the retail distribution to all big towns,” said Mr Naware.

The branded spices market in the country is estimated at Rs 1,000 crore. However, there are no reliable data available on the organic food market in India. Globally, the organic foods industry is estimated at $56 billion and growing rapidly. The non-tobacco FMCG business of ITC Ltd recorded revenues of Rs 2,000 crore in 2006-07.

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