TOW prides itself on partnering only with brands that share its vision to offer chemical- and preservative-free ‘better choices’ to consumers.
The Organic World
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 eco-conscious and natural products to create a positive impact on people’s health and the environment.
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“The quest for answers led to a profound realisation food plays a crucial role in healing, well-being, and that food can be used as medicine,” says Anitha, Managing Director, Avadata Organics. The Bengaluru-based company not only sources natural and organic products, it also does product development and research.
What started as a modest enterprise showcasing products at exhibitions and fairs soon transformed into a successful business, powered by strong partnerships. “Partnering with The Organic World (TOW) was a game-changer. Their credibility opened doors for us, leading to more opportunities,” says the entrepreneur.
As India’s largest retailer for organic and natural groceries, TOW prides itself on partnering only with brands that share its vision to offer chemical- and preservative-free ‘better choices’ to consumers. Over the years, it has given a number of women-led brands a strong omni-channel platform to compete against the big box retailers.
“Our partnership with women-led 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 ecosystem,” 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. “Our customers truly cherish this authenticity. For them, it’s not just about purchasing a product; it’s about commitment to quality and well-being,” he says.
Increasing consumer demand for natural and organic products is driving first-time women entrepreneurs to experiment with new products that are good for the people and the planet. However, the entrepreneurial journey isn’t 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 task.
“We 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 receivables,” recalls Meera. Throughout this process, though, one thing remained non-negotiable, she says maintaining uncompromising quality standards, even if it meant making personal sacrifices, such as forgoing their salaries.
However, over the last 16 months, Fluffy has recorded a 200% increase in sales, which Meera attributes to the positive word-of-mouth publicity from customers who have discovered and enjoyed Fluffy’ cookies and bread at TOW stores. “TOW’s 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 payments,” she says.
Currently, TOW operates 17 stores across Bengaluru, offering over 2000+ products, including organic-certified, pesticide-free fruits and vegetables, nutritious snacking alternatives, toxin-free homecare products, natural personal care, health and wellness products as well as curated childcare products.
“Many of the products we offer, like pickles, seeds, and nuts, were started because TOW asked for them,” says Anitha. “When 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 it,” she adds.
For 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. “The plan is to introduce at least four-five women-led brands in our stores every quarter and strengthen our mission of offering these small and medium-scale enterprises the largest platform to compete against the big box retailers,” maintains Gaurav.
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