The Organic World: Fueling women's entrepreneurial dreams

When her child was diagnosed with a rare genetic condition Anitha Chris Evert embarked on a quest for answers that eventually led to an entrepreneurial venture Avadata Organics founded in 2017 promotes the use of ecoconscious and natural products to create a positive impact on peoplersquos health and the environmentldquoThe quest for answers led to a profound realisation food plays a crucial role in healing wellbeing and that food can be used as medicinerdquo says Anitha Managing Director Avadata Organics The Bengalurubased company not only sources natural and organic products it also does product development and researchWhat started as a modest enterprise showcasing products at exhibitions and fairs soon transformed into a successful business powered by strong partnerships ldquoPartnering with The Organic World TOW was a gamechanger Their credibility opened doors for us leading to more opportunitiesrdquo says the entrepreneurAs Indiarsquos largest retailer for organic and natural groceries TOW prides itself on partnering only with brands that share its vision to offer chemical and preservativefree lsquobetter choicesrsquo to consumers Over the years it has given a number of womenled brands a strong omnichannel platform to compete against the big box retailersldquoOur partnership with womenled brands has not only boosted our bottom line but has also enriched our brand story strengthened our connection with customers and contributed to a more vibrant and inclusive retail ecosystemrdquo asserts Gaurav Manchanda Founder and MD TOW He notes how these brands often create products with a personal touch crafted with the best ingredients and a genuine desire to provide healthy options for families ldquoOur customers truly cherish this authenticity For them itrsquos not just about purchasing a product itrsquos about commitment to quality and wellbeingrdquo he saysIncreasing consumer demand for natural and organic products is driving firsttime women entrepreneurs to experiment with new products that are good for the people and the planet However the entrepreneurial journey isnrsquot easy Meera Giridhar Founder of Fluffy an organic baked food startup confesses that balancing the demands of family and children alongside the demands of a startup can be a formidable taskldquoWe faced the daunting challenges everyday from sourcing reliable vendors and suppliers to establishing partnerships for resale navigating the complexities of hiring employees managing cash flow and diligently following up with receivablesrdquo recalls Meera Throughout this process though one thing remained nonnegotiable she says maintaining uncompromising quality standards even if it meant making personal sacrifices such as forgoing their salariesHowever over the last 16 months Fluffy has recorded a 20037 increase in sales which Meera attributes to the positive wordofmouth publicity from customers who have discovered and enjoyed Fluffyrsquo cookies and bread at TOW stores ldquoTOWrsquos unwavering support and trust have been instrumental in expanding our business and developing Fluffy into a national brand They have a deep understanding of the challenges faced by SMEs like us and have consistently proven to be reliable partners never giving us a reason to follow up on paymentsrdquo she saysCurrently TOW operates 17 stores across Bengaluru offering over 2000 products including organiccertified pesticidefree fruits and vegetables nutritious snacking alternatives toxinfree homecare products natural personal care health and wellness products as well as curated childcare productsldquoMany of the products we offer like pickles seeds and nuts were started because TOW asked for themrdquo says Anitha ldquoWhen Covid hit we quickly responded by adding essentials like rice pulses and flours to our offerings specifically for TOW We added a whopping 45 new products practically overnight It was a tough time but we saw it as an opportunity and made the most of itrdquo she addsFor TOW the vision is to create an ecosystem that supports the entrepreneurial dreams of women and encourages them to get their products out of their homes into the mainstream ldquoThe plan is to introduce at least fourfive womenled brands in our stores every quarter and strengthen our mission of offering these small and mediumscale enterprises the largest platform to compete against the big box retailersrdquo maintains Gaurav

The Organic World: Fueling women's entrepreneurial dreams

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The Organic World: Fueling women's entrepreneurial dreams

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