From Azamgarh To America

The healing power of Tulsi is known to all. Organic India, a Lucknow based company has commercialised Tulsi and other organic products in a big way. With presence in 36 countries and wide range of products, it has now become a global player. R&M analyses its unique business model, the main driver of growth.
From Azamgarh To America

A disciple of Osho came to India in his younger days in search of Moksha but ended ounding an enterprise in 1997 that deals in organic farming, food , produce from mother Earth to be precise. The enterprise was founded by  Isreali-citizen Yoav Lev.  Lev is popularly known among his business circles by his Indian name Bharat Mitra, a name conferred on him by his spiritual guru Sri Poonja who described him as a ‘friend of India’.
The ‘ Friend of India’ took up a mission and that was to improve the quality of life through the food we eat.  The growth, volume sales, market outreach, consumer satisfaction and other parameters clearly suggest a strong chain where all stakeholders are really in a win –win situation.  
Driving inspiration from a spiritual guru, Organic India was founded by Bharat Mitra  (Yoav Lev)  and it  made a modest beginning  from Azamgarh Uttar Pradesh. Mitra is currently the Founder and President of Organic India, which was launched formally by him in 2006 with tulsi ( basil plants )tea as its flagship product. Now it has become one of India’s leading organic foods companies. The company achieved, through its wide range of products, a Rs 90 crore turnover in 2013 and is likely to touch  Rs 150 crore by 2014. About half of its sales come from domestic market, now the company has expanded market for its wellness products into 36 countries.
The company, that also has offices in the US, Australia and Israel, has seven foreigners among its eight Board members. Most overseas citizens have taken local names such as Kamal, Prasad, Shankara in addition to their original names.
Today, Organic India is engaged with a few thousands marginal farmers in several clusters of about 2.4 million hectres in Uttar Pradesh, Andhra Pradesh and Rajasthan who grow tulsi, fruits and vegetables, spices, herbs among other products to make a whole host of herbal supplements, medicines, spices, edible oils and other food products.
Currently, tulsi tea is the company’s largest selling product contributing almost 20 per cent of the company’s annual revenues. Today, the company makes 18 different flavours of tulsi tea and 33 different herbal formulations or supplements, which are said to have medicinal value.  Recently  it launched Ghee which come from stress free cows.
Now the company is all set to become a Rs 150 crore FMCG player in India this year, in addition to growing its exports business. Currently Organic India generates almost 50 per cent of its annual revenue from exports to 36 countries including the US, Australia, Israel, UK, Germany and many other European nations.
Organic India works with thousands of family farmers in India, cultivating tens of thousands of acres of certified organic farmland. The farmers are commissioned to grow organic crops, which it purchases at a premium market price and supports their farmers by providing training, health care and education that enable them to be self-sufficient and to develop organic farming skills that will be passed on to future generations.
The company goes through tough  certification process across the value chain requires that at each stage of the value chain, i.e., cultivation, procurement, storage, processing etc is verified through third party independent inspection cum certification agency. “We provide same global standard products to all our customers, be in USA, Europe and India. We do not have different standards or quality parameters for exports. We are truly a global company in terms of quality of our product,”  Krishna Gupta , global CEO says.
Organic India has charted out its growth plan for the next five years as the company plans to enter herbal cosmetic and beauty products as well as opening 500 Organic India branded beauty and wellness saloons nationwide.  


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