24 Mantra Organic forays into ready-to-cook segment

Organic food brand 24 Mantra Organic today said it is entering the ready-to-cook and snacks category.
The company has launched organic Biryani, Pongal and Khichdi, Kanda Poha, Gojji Avalaki, Ragi Idly Mix and Millet Dosa Mix in the ready-to-cook segment.
It has also introduced crunchy bites in three flavours -- Desi Mazaa, Pizza Mazaa, Chatpata Mazaa - in the snacks category.
"With the addition of the latest variants, we are making it more exciting for our customers to adopt organic for meals in a completely convenient and hassle-free way. We are confident that the new products will become popular choices with all our customers," 24 Mantra Organic Chief Executive Officer N Balasubramanian said in a statement.

Kanda Poha, Gojji Avalaki, Ragi Idly Mix and Millet Dosa Mix is priced at Rs 60 for 200 gms. Biryani, Pongal, and Khichdi are priced at Rs 99 for 200 gms, while the snacks are priced at Rs 20 for 25 gms.
The ready-to-cook and ready-to-eat segments is estimated to be Rs 600-700 crore and is expected to grow at around 25 per cent.
The market for organic food - organised and unorganised together in the country -- is estimated at Rs 3,350 crore and is likely to treble in the next four years.