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Thursday / March 28. 2024
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The Choose Goodness campaign aims to bust myths surrounding cultivation methods of most produce found in local stores and supermarkets.

Bengaluru based Simpli Namdhari’s, India’s only 100% vegetarian omnichannel retailer launched the ‘Choose Goodness’ campaign across social media and in-store, to raise awareness of foods that are safe to consume and educate customers on what goes into cultivating fruits and vegetables. Simpli Namdhari’s launched the campaign amidst growing concerns among consumers regarding the presence of toxic heavy metals in fruits and vegetables shelved at major retail outlets in Bengaluru.

The Choose Goodness campaign aims to bust myths surrounding cultivation methods of most produce found in local stores and supermarkets. Given India’s low consumption of healthy fruits and vegetables compared to other plant-based products, Simpli Namdhari’s aims to also create awareness about the role of superfoods like exotic produce in bridging the nutrition gap and improving customer health. Additionally, Simpli Namdhari’s will introduce customers to its seed-to-plate model, emphasising its commitment towards quality control across the supply chain.

“Most customers have no idea how the fruits and vegetables available at their neighbourhood kirana or supermarket are cultivated — Whether it is safe to consume or harmful. It’s largely because retailers procure their produce through a scattered supply chain. Now more than ever, there’s a need to create more awareness among customers about where the food really comes from, the potential impact on their health and the role retailers play in educating customers about it,” said Gurmukh Roopra, CEO, Namdhari’s Group.

With the focus on customer health and wellbeing, Simpli Namdhari’s has taken steps to ensure all fruits and vegetables including exotic produce, shelved at its stores, are safe-to-consume. The company gets its fruits and vegetables tested every quarter by an NABL-certified third-party lab, where checks are conducted under 40 different categories. Fruits and vegetables shelved at Simpli Namdhari’s have been certified with an A+ Grade and follow the BRCGS food standards and GAP Protocol for field operations to test produce.

Namdhari’s Group cultivates crops at its farm in Bidadi or contracts the cultivation to farmers who use Namdhari’s Seeds and prescribed cultivation methods to produce the best-quality fruits and vegetables. Maintaining quality is a top priority, as the produce is not only shelved at Simpli Namdhari’s stores but also exported. In 2023 alone, Namdhari’s exported over 1,000 MT of fresh fruits and vegetables to the UK, Europe & Australia where every single shipment passed clearance of the highest quality.

The Choose Goodness campaign aims to bust

Hyderabad is an important market for the Namdhari’s Group and the company plans to open 3 – 5 more Simpli Namdhari’s stores in the city by the end of 2024.

Simpli Namdhari’s, a vegetarian omnichannel retailer and a brand owned by the Namdhari’s Group, opened its first store in Hyderabad’s Banjara Hills. With this store launch, Namdhari’s Group, an agribusiness with diversified offerings, plans to bring the seed-to-plate concept to Hyderabad and provide customers with an upgraded grocery shopping experience. From working with farmers at the grassroots to getting products store-ready for customers, the Group oversees every touchpoint ensuring the delivery of superior quality products. 

Hyderabad is an important market for the Namdhari’s Group and the company plans to open 3 – 5 more Simpli Namdhari’s stores in the city by the end of 2024. The company expects to generate a revenue of Rs 30 – 50 crore in the next 24 months depending on the number of outlets it adds in the coming years.

Namdhari’s Group is not new to the Telangana market. The Group has a well-established presence in the state with Namdhari’s Seeds being one of the largest seed producers and distributors in the state.  The company has vast experience in working with Telangana’s rural communities and farmers over the last 20 years. With its strong farmer connect, Namdhari’s is already procuring some of the fresh produce for the store in Hyderabad from within the state. The company has over 10,000 farmers in its network with over 15,000 dealer points and a global presence in 15 countries.

The 11,000 sq. ft retail space is designed specifically to complement the wide range of fresh and packaged products that will be available at the stores. A lot of thought has been put into making the in-store navigation and the overall shopping experience seamless. To emphasize the diversity of products on the shelves, this experience store has residue-free fruits & vegetables, staples & grains, oils to FMCG, dairy, beauty and home essentials among others.

Simpli Namdhari’s is not just a retailer but a big farm in the city. The produce available at the store is harvested from Namdhari’s own farms and is selected with seasonality and freshness in mind.

“With the launch of our flagship store in Hyderabad, Namdhari’s plans to bring the seed-to-plate concept to the city. The brand has a rich legacy of over 30 years and is well-known in the agribusiness space. It is this experience and expertise that we have harnessed into all our businesses. Majority of the vegetables and fruits we sell are produced within our control using both traditional and high-tech agricultural practices to ensure we offer safe-for-consumption and residue-free products. We want to focus on building our portfolio of differentiated products, bring our fresh produce to the city and offer quality experiences that keep our customers coming back for more. We want to grow from being a regional brand to a national one and the Hyderabad market is an important part of this growth strategy,” said Gurmukh Roopra, CEO, Namdhari’s Group, at the event of the store launch.

“As one of the largest vegetable seed players in Telangana, we want to leverage the brand and equity in Telangana’s rural communities and bring it to customers at the urban level. In this regard, we’ve tied up with rural cultivators — both hi-tech and open-field farmers, to cultivate crops using Namdhari’s seeds, which will be procured and sold in Simpli Namdhari’s outlets,” Gurmukh Roopra added. 

Hyderabad is an important market for the