Satyajit Hange, Co-Founder, Two Brothers Organic Farms (TBOF)
Founded in 2014, Two Brothers Organic Farm (TBOF), is a Pune-based direct-to-consumer organic grocery startup. Having its presence in the Superfoods segment in India, it has recently come up with Superfoods like Arjun and Turmeric ghee. Moreover, the startup is highly visionary about the International Year of Millets (IYM) 2023 and has innovative millet-based food products in the pipeline for the year. In a recent conversation with nuFFOODS Spectrum, Satyajit Hange, Co-Founder, Two Brothers Organic Farms (TBOF) shared his views on the status and future of Superfoods products in India along with the recent developments in TBOF. Edited Excerpts:
The concept of Superfoods has been trending in India in the recent past. What is the scope for Superfoods in the Indian scenario?
We believe the Indian superfoods market presents a significant opportunity for food businesses, especially with the increasing health consciousness and awareness among consumers post-pandemic. Today, the demand for superfoods such as turmeric, ghee, amla, moringa, and ashwagandha is rising for their perceived health benefits. This particular niche can be a smart strategic move for businesses, and they should prepare accordingly to cater to the growing demand for healthy and sustainable food options that are grown organically. Plus, with the surge in obesity rates globally, superfoods that are rich in essential minerals and nutrients but low in calories are rapidly emerging as a healthier alternative for many. With a significant portion of the Indian population aged between 25 and 44 years keen on switching to a healthy diet, there is a huge potential for the superfoods market to flourish.
After the launch of Superfood products like Arjun and Turmeric ghee, what are the new products in the pipeline?
Our team is relentlessly working on our product development plans for our superfoods category. We are bolstering our specialty superfood ghee lineup with a new range of Tulsi Ghee and Triphala Ghee. Both preparations are being concocted using traditional ayurvedic methods to retain and enhance the nutritional benefits of the superfoods. Our specialty ghee lineup is rich in antioxidant properties and proven to promote respiratory health, boost immunity, and reduce stress levels effectively. We are also planning to launch Amla Gulkand soon, a traditional immunity booster packed with the cooling properties of native roses. Its consumption will improve overall health and well-being and promote the effective functioning of the immunity system. Currently, we have a total of 150 SKUs, and we intend to scale it further through innovation and expansion of our product line across all ranges to cater to the evolving health and wellness needs of customers.
What is your plan of action for the International Year of Millets?
Millets are typically small-grained, warm-weather cereals that belong to the grass family. Today, some of the most popular neutral millet include jowar, bajra and ragi, and they are widely cultivated and consumed in India. However, we also grow several other nutritious varieties, including Little Millet, Barnyard, Proso, Browntop, and Foxtail. In 2021, our government made a proposal to the UN to declare 2023 as the IYM to boost its demand and provide consumers with nutritional food. As advocates of clean and healthy food and fourth-generation farmers, we recognise the importance of millet in our diet and are committed to promoting its nutritional value among consumers.
To align our mission and plan of action for the International Year of Millets, we have been providing the best quality millets grown using organic farming methods and without chemicals at affordable rates. Millets have been an integral part of Indian cuisine since ancient times, but somehow, the grain lost its value amid the buzz around junk food and other food invasions in the market. However, with the government’s emphasis on millet and following the post-pandemic wave to stay healthy, we believe more individuals will recognise the nutritional value of millet. The grain is a great source of protein, fibre, and other essential nutrients essential for well-being, making it an important crop for sustainable agriculture and the food system.
Through our continuous efforts, we wish to revive the connection to millets and educate consumers about their benefits and versatility through curated awareness campaigns. For instance, this year we are giving out exclusive Farmer’s Millet Faral Hamper for Diwali, which will contain special Millet preparations such as Millet Chakli, Millet Chikki, and Millet Laddoo.
During our recent 40-day tour of the US, we held cooking classes to teach consumers how to integrate millet into their daily diets. We also discussed the benefits of millet and promoted it as an alternative to wheat and rice, especially in light of the global export ban on these staple grains.
How will you be utilising Rs 14.5 crore, raised recently in the Pre-series A funding round?
Our immediate plan is to utilise the recent funding to scale out options and provide our consumers with more healthy and sustainable food options. With the available funds, we intend to expand product capacity, improve product quality, and enhance our marketing and distribution efforts. We also plan on investing in the latest technology and infrastructure to support wide-scale growth and develop more sustainable and diverse brand product ranges. Through our sustained efforts, we intend to emerge as a sustainable and health-conscious brand and tap into the rising demand for clean, healthy, and nutritious food. As we strive to expand the operation and production capability, we plan to make a lasting impact on organic farming and contribute towards sustainable agriculture and food systems for healthy living.
What was your annual turnover for FY 2022 and how much growth are you expecting for FY 2023?
We have generated an annual revenue of Rs 26 crore in FY 2022. Our projected revenue for the FY 2023 is around Rs 50 crore, representing a significant increase. In foresight, we are chasing an ambitious target of Rs 500 crore over the next five years, which we aim to achieve by increasing our footprint in the market. Over the years, we have established ourselves as a trusted brand in the market by focusing on the quality of the products and increasing customer satisfaction. By delivering upon the consumer needs and requirements, we have been able to achieve our growth targets consistently.
How are you expanding your business beyond India?
We are focused on expanding our business beyond international borders and emerging as a global brand of clean and organic food products worldwide. To achieve this goal, we are actively adapting our products to meet international regulations and standards and consumer preferences. Meanwhile, we are exploring partnerships and distribution channels in our target international countries, including the USA, the UK, Dubai, and Australia. By expanding our digital and physical footprint, we intend to increase awareness about the organic food system, promote healthy life choices, and capture 20 per cent of brand GMV globally with a projected sale of Rs 50+ crore by 2026.
What are your future plans related to new product development, R&D and the like?
We intend to collaborate with more like-minded organisations, expert nutritionists, and influencers to expand our reach and increase our brand credibility. We are confident that exploring such collaborations for mutual growth can help us scale new heights, reach our target audience, and promote healthy food choices. We also plan to collaborate with other players in the organic food industry to share our knowledge and learn through shared experiences. The organic food industry is quite dynamic, so we are prioritising staying updated with the changing market trends and consumers’ evolving taste palettes. We believe that by adapting to the changing demand patterns, we can refine our marketing and product development efforts.
Mansi Jamsudkar