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Organic India forays into flower export segment

Virendra Singh Rawat  |  New Delhi/ Lucknow 

Organic India, one of India’s leading manufacturers and exporters of herbal formulations and food products, has forayed into the export segment of organically grown flowers.

Recently, the company has exported a large consignment of rose petals to a German client.

“Germany is a very competitive market, especially in floriculture. Since, our consignment has been received well in a country, which basically exports flowers to other markets, we have decided to concentrate on this segment now,” Organic India Managing Director and global CEO Krishan Guptaa told Business Standard.

The Lucknow-based company’s product line includes organic spices, herbal tea, ghee, medicines, Ayurvedic supplements/formulations, chawanprash and organic food grain.

“This financial year, we are looking at a Rs 100 crore turnover, which we target to ramp up to Rs 500 crore in the next five years,” he said. Adding: “Organic India was growing 40-60 per cent year-on-year.”

Organic India has tie-ups with all the major organised retailers and claims to have 20,000 odd point-of-sales in India. It also has collaboration with some leading retail chains worldwide.

“Our products are exported to about 33 countries, including USA, Europe and South East Asia,” he informed.

Export market accounts for 70 per cent of the company’s annual turnover with USA alone accounting for 30 per cent of the share.

Meanwhile, Organic India is planning to rope in more farmers in Uttar Pradesh, Gujarat, Rajasthan and Andhra Pradesh to organically cultivate agricultural inputs for its produce, including tulsi, herbs, fruits, flowers and other plant.

“This year, we are likely to produce 3,000 tonnes of organically grown tulsi in our farms located in Azamgarh and Bundelkhand,” he informed.

The company’s marketing strategy includes targetting ‘opinion leaders’ in various segments, including senior executives, doctors, professionals, etc, rather than advertisements.

First Published: Mon, May 09 2011. 00:17 IST