Started in 1992, 24 Mantra Organic was founded by Raj Seelam who wanted to produce products that didn’t use pesticides and fertilisers. He saw the alarming use and spread of chemical usage on farms and decided to grow the same kind of food, but without the harmful chemicals and pesticides. Hailing from an agricultural and farming family, Mr. Seelam started the company and named it 24 Mantra, which was inspired by the Upanishads. Their products are available all across India and even internationally in other stores as well as their own. They already have over 25,000 farmers working over 1,00,000 acres of land to produce organic and natural products, using traditional methods.
N Balasubramanian told Economic Times that the organic food industry is growing at a rate of 30 to 35%, which is sustainable for one or two decades. He also said that the company is looking to add ready-to-eat and ready-to-drink organic products to their catalogue of 90 products. “We have carbonated organic drinks and several regional dishes like poha, millet dosa, ragi idli etc in this category. We expect to introduce more such dishes like pongal, Punjabi kichdi, organic wheat noodles so as to attract more consumers.”
When talking about online sales of their products, Balasubramanian said, “Our online sales are growing every year and in percentage terms It is higher than the regular sales.”
According to research, the total organic food industry is estimated to be around Rs. 1000 crore and of this, the organised sector accounts for about Rs. 300 crore. And 24 Mantra Organic claims to have the largest share in the organic sector with 65% share.