Pune Inc: Startup promotes healthy food with transparency on ingredients

You can satisfy the conscientious shopper in the aisles of grocery shops — finding up an merchandise and reading the packaging right before deciding on their buy. Given that the Covid-19 pandemic started, such consumers have greater.

A report by United kingdom-based sector exploration firm, Euromonitor Intercontinental and PepsiCo India, titled ‘Impact of Covid-19 on the diet choices of urban Indian individuals in 2021’, unveiled in December, reveals that pretty much 90 for every cent of the urban shoppers had been willing to pay out extra for balanced possibilities in meals and, when it arrived to breakfast cereals, 53 for every cent of urban consumers were component-acutely aware.

The pandemic has adjusted attitudes toward foods and the sector has responded by filling retailers with products and solutions that declare to be ‘healthy’, leaving a customer bewildered about the different definitions of the word.

Now, a Pune-based breakfast-and-snacks startup Genuine Things allows clear up the problem. Just one of India’s market leaders in placing clean up meals on the table, Accurate Features, which had an Annualised Price Operate (ARR) of Rs 70 crore in June 2021 and aims to drive it up to Rs 300 crore in 18-24 months, permits customers to trace the antecedents of their item by means of its traceability function. If you enter the identify of the merchandise and the batch code on the company’s internet site, you can come across out the journey of the merchandise from the farm to the shelf.

“In the subsequent number of weeks, a purchaser will also be able to discover out the name of the farm where by the item was procured with the farmer’s photo. We believe that in complete transparency simply because our variation of thoroughly clean food items is complete, not relative. Each and every item is 100 for each cent entire grain, zero for each cent preservative, zero for each cent additives and zero for each cent sugar,” suggests Puru Gupta, co-founder of the corporation with Shreejith Moolayil.

In December, Legitimate Features signed an agreement with cooperative societies and entered deal farming in Maharashtra to supply thoroughly clean grains these as wheat, jowl, flax and chia, straight from farmers.

“Previously, we did not have the scale to go to a farmer and say that we would get their whole year’s develop but, today, we can. We have started off to educate farmers from the basic principles, this kind of as sowing seeds. They stand to have a improved output and improved returns. We are also working to help them technologically,” states Gupta.

At the moment, Genuine Elements’ offerings arrive in 13 categories these types of as western and regional breakfast, seeds and their mixes, OTG (on-the-go), RTC (completely ready-to-cook dinner), RTE (prepared-to-try to eat) snacks and RTD (completely ready-to-drink) beverages, and 65 goods, such as gluten-totally free rolled oats, dim chocolate granola, total oatmeal and chocolate pancake combine. The aim is on clean, chemical-no cost food items that also preferences fantastic, claims Gupta.

A normal customer falls into just one of the two segments — the health-mindful particular person who finds that Legitimate Factors items are delicious and will come again for extra and the flavor-mindful purchaser who, right after the initial bite or sip, realises that it is much healthier than most other brand names, and repeats the order. Both equally segments grew through the pandemic and drove Real Elements’ income.

“If we have to improve, we have to go mainstream. We really do not consider in the phrase ‘niche’, which usually means little. We have to get into just about every one space in the customer’s kitchen. We prepare to do this while remaining legitimate to people, correct to our term and true to the planet,” Gupta adds.

The company has responded to the needs of the pandemic with innovations this kind of as Jowar Cereal Cake — a biscuit-like cake which when extra to milk, dissolves and gets porridge, with the sweetness coming from sorghum, which is the stem of the jowar plant — and a dessert combine known as Chocolate Icecream Indulgence, which is with out chemicals and sugar.

When it realised that people today had been ignoring breakfast in their rush to get started operating in the perform-from-residence world, Accurate Elements came up with an oats-almonds-jaggery shake that is swift to make and, according to feedback, retains just one comprehensive until lunch.

“There will be five to 7 solution additions just about every thirty day period of 2022 on the Indian food stuff facet but we will continue on to focus on our stronghold of western breakfast. We are covering the use factors of 8 am breakfast, 11 am snack and 4 pm snack time. An rising quantity of people today are receiving discerning and believe that they really should take in wholesome in the early morning and the night,” suggests Moolayil.

In December, the Delhi Superior Court docket instructed authorities worried to fully disclose all ingredients that have been made use of in a meals item, not by their code names, but by obviously-stated sources, irrespective of quantity present in the product.

“We welcome the court’s determination. These are the concepts we have been anchored to from the day we began. Our packaging has been devoid of jargon. The fundamental purpose for what we do is to be certain a extra preventive healthcare frame of mind in people today,” he provides.