24 Mantra Organic Rides on ‘Farm to Fork’ Model
Over the last decade and more, 24 Mantra has relentlessly battled to bring about, sustain and create a standard process for what we can now see as an organic revolution - across the farmer, supply chain and the customer cycle.
Embrace the change in farming
When we talk about the Indian agriculture industry, there is a belief that growth can needs a lot of effort. Indeed it is true. But since the Green Revolution breakthrough that happened in India, through which farmers were able to create high yielding varieties in a short duration, it need to be realized that organic farming methods can be adopted in a way that the growth and sustainability vision is attained together.
With this aim Sresta Natural Bio Products Pvt. Launched a flagship brand called ‘24 Mantra’. What started from humble beginnings as a seed sown towards inspiring farmers to take up organic; 24 Mantra has today grown into a revolution.
Introducing a farmer to a life of a social transformation, to adapt to the organic way of sowing, checking quality and certification. It actually takes a 4 year process to convert a piece of land to a completely organic farm.
24 Mantra is trying to do just that, bringing in the willingness to produce more and more, introduce key drivers via field visits and final packaging too. It has shown great results and sets them apart from its competitors as well.
The company Sresta Natural Bio Products Pvt. Has been working with over 25,000 farmers across 1,50,000 acres of land across 15 States of India and working strictly on the Farm to Fork model.
Recently, Prime Minister Mr. Narendra Modi declared Sikkim as the first Organic state in India and 24 Mantra Organic’s initiative in achieving this feat cannot be overlooked.
Men who made it happen
Mr. Raj Seelam, the founder of 24 Mantra, in his capacity as Chairman of the AIOI (Association on Indian Organic Industry) has been instrumental in helping shape the organic product and keep up its consistency.
The founder, Mr. Rajashekar Reddy Seelam belongs to an agricultural family. Having grown up seeing farmers and their lives at close quarters, his thoughts always lingered towards improving this livelihood.While graduating from IIM Ahmedabad, Mr. Seelam knew he always wanted to work in the agriculture industry.
Life however had different plans and post his education, he started working at a company which manufactured and sold pesticides. He got to see the other side to farming which meant dipping their produce into chemical pesticides, borrowing huge amounts to sustain the use of chemical fertilizers and ultimately getting sucked into the vicious cycle of debt.
It was then that the seed was sown for creating a sustainable solution for improving the livelihood of farmers, yet providing them with better market linkages and creating a demand for organic produce at a time when no one had heard about organic. It was in 2004 that 24 Mantra Organic was thus born with a handful of farmers who believed in the company and adopted organic.
Mr. N. Balasubramanian (aka Bala), CEO at 24 Mantra Organic; quit his lucrative jobs in the FMCG sector to support the cause. Having built many popular F&B brands, he felt, this was his opportunity to really make a difference to the society. He joined 24 Mantra in the initial years and since that the duo has been on a mission to transform the organic cultivation in India into a sustainable and a profitable one.
The social transformation & company plans
Today, the duo has not only created a sustainable organic practice for farmers but also ensured that the consumers get consistent quality and certified organic food; for every meal occasion. However the farmer still remains the backbone of the company, a part of the 24 Mantra family.
Reaching out to as many farmers in India is the reason why the leadership is committed to their cause. 24 Mantra , as a social enterprise is the only company having a product range of more than 200 + products comprising of grocery staples - Grains, Pulses, Atta; vegetables, fruits , delicious cookies without Maida, assortment of teas and traditional breakfast options with a variety of millets etc.
The company has diversified further by introducing the Ready to Drink (RTD) and Ready to Cook (RTC) variants. RTD boasts five delicious varieties which are Mango blast, Orange Blast, Berry blasand Lemon green tea and RTC comprises of Millet Dosa, Ragi Idly, Gojji Avalaki and Kanda Poha. With a loyal customer base of more than 3 lakh households across the country; 24 Mantra with its consistent quality is set to revolutionize our eating habits for the better. The products are available across 15 states with more than 1500 + outlets and even in US, UK.
