Earthmade Organix, VRB Consumers’ range of organic and preservative-free brands, announced its foray into the 'Ready to Drink' beverages category. With the new category, Earthmade Organix steps into the Indian Organic Beverage market which is anticipated to grow at a CAGR of 18 percent during 2021-2026.
It aims to further build on its D2C approach and make authentic offerings and certified products accessible and affordable to Indian millennials who are focused on clean eating. The 3 new Organic, preservative-free beverages include - (1) 100 percent Organic Tender Coconut Water, (2) Vegan, 100 percent Organic and Dairy-free Almond beverage, (3) Vegan, 100 percent Organic and Dairy-free Oat beverage
Since its launch in June 2021, Earthmade Organix has expanded its offering to 40+ new cities. Its flagship offering (Hummus) has witnessed exponential growth in the last 12 months. The new lineup will be available across multiple channels including General and Modern Trade, D2C channels, and leading e-commerce platforms like Amazon, BigBasket, and Milkbasket.
Viraj Bahl, Founder, Veeba and Earthmade Organix, said, “Over the last couple of years, Indians have started prioritizing overall wellness. The pandemic has taught all of us the importance of clean and honest ingredients. However, this increased awareness does not necessarily equate to actual lifestyle changes.”
“The major reason for that is accessibility to both - the right information and the right offerings. EarthmadeOrganix is built on this customer insight. We want what’s best for our consumers to become a part of their daily lifestyle, with convenience. Our foray into the Organic Beverages category is a step forward in that direction. With this, we want to give consumers an opportunity to choose a healthier lifestyle which can be delivered to their doorstep,” he added.
Earthmade Organix’s philosophy is driven by 3pillars - Fresh and Fine Ingredients, Creativity and Innovation, and Complete Transparency. The finest ingredients are procured from across the world to meet the highest quality standards. The brand started sales in June 2021 with its range of hummus and dips via its D2C channels, modern trade outlets, and leading e-commerce partners. With its initial focus on metro cities like Delhi-NCR, Mumbai, and Bangalore, the brand now plans to expand its reach to 40+ cities across Tier-l and Tier-ll markets across India with the new ambient products launch.