A New Address For All Things Organic

In the FMCG market, organic produce represent the fastest growing segment with double growth recorded every year. Studies also show that there is no hiccup when it comes to awareness among the urban customers who are aged under 50. Cashing on this trend, I Say Organic, country's pioneering organic produce company, opened doors of its first offline store recently at Delhi's Select Citywalk Mall after establishing itself as an online organic store. Started in 2012 with the mission of bridging the gap between local farmers and increasingly conscientious consumers, I Say Organic is popularly known as the destination for all things farm fresh and organic which is easily accessible, affordable and certifiably authentic.

"Our entire brand ethos is created around trust and credibility. We have a stringent process to select farmers, monitor cultivation and certification process. This is our first brick-and-mortar store that will sell the entire range of products. Our focus now is on making organic produces easily available as their un-organic counterparts are,” informed Asmeet Kapoor, Founder and CEO, I say Organic.

The store was launched in an experiential format with a focus on demonstration and food display. I Say Organic flagship store will not only retail an exhaustive range of fresh produce but will also serve as an experiential space that brings forth the importance of organic food, healthy eating and sustainable living through interactive murals, informative brand packaging materials and a specially trained store staff. The 300 sq.ft. store will house organic produce section and a health bar offering organic and cold pressed juices created with the freshest produce on offer. The section also plans to introduce an a la carte selection of healthy appetisers and main course including salads, soups, wraps and stir fries.

Speaking about the in-store design elements, Kapoor informed that the store mostly uses custom-made wooden displays to depict the feel of nature.

With definite plans of retail expansion in south Delhi, I say Organic is also planning to launch its store at Faridabad and west Delhi along with plans of distribution through other major retail counters. "We are looking at five more stores in and around city but nothing beyond Delhi-NCR at least in this year,” Kapoor concluded.