Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
Arvind Patel, Managing Director, Bharat Vedica – A Patel Venture
The FMCG industry is undergoing a fundamental shift, moving beyond price and volume toward transparency, sustainability, and authenticity. Driven by changing consumer behaviour and a growing preference for natural, traditional, and organic products, brands are now expected to be ethically responsible, environmentally conscious, and socially accountable. For heritage-led FMCG companies, ethical sourcing and meaningful value addition have become essential drivers of trust, differentiation, and long-term relevance in an increasingly conscious marketplace.
The fast-moving consumer goods (FMCG) industry is changing quickly and is experiencing a significant transformation at its core. In the past few years, the focus was mainly on clear pricing and volume figures. Now, the emphasis has shifted to a deeper understanding and a strong commitment to transparency, sustainability, and authenticity. Changes in consumer behaviour, along with a greater awareness of healthy living and the importance of natural, traditional, or organic products, are driving this change.
Today, customers expect full transparency, want companies to be responsible for their environmental impact, and naturally favour products that benefit and support the communities that supply the materials. For brands with a strong heritage dedicated to purity, achieving genuine and meaningful success means mastering the complex and important skill of ethically sourcing products while also creating real, shared value. These principles go beyond mere trendy marketing jargon. In the 21st century, they embody the essential framework for ongoing business relevance, the cornerstone of customer trust, and the source from which premium value is ultimately derived.
Ethical Sourcing: Protecting Tradition
In today’s world, ethical sourcing is more than just checking a “fair trade” box. It signifies a deep commitment to our planet and the hardworking individuals who care for it. A commitment to both of these is critical for the producers of conventional crops (such as unique grains, native herbs, raw honey, and select natural oils). It expresses the responsibility to protect cultural heritage; to protect the wisdom of the ancients and the use of local biodiversity through sustainable farming methods. An informed buyer will understand that the quality and effectiveness of the final product are inextricably linked to the purity of its source.
True ethical buying starts with the soil and the hands that work on it. When ingredients are grown without harmful chemicals, using ancestral farming wisdom, purity becomes personal. A close-knit supply chain strengthens accountability, empowers small farmers, and ensures absolute transparency. By stripping away the layers of industrial distance, a brand becomes radically trustworthy. Customers do not just buy the product—they believe in it. That belief, rooted in care and responsibility, is what transforms a brand into a premium one.
Enhancing Value: Elevating Purity through Smart Processing
Acquiring your products ethically guarantees their superior quality. The following phase is enhancing value, transforming those raw materials into a remarkable experience for the customer. This is what makes the higher price reasonable. Value addition is the skill of making a thing more valuable at every stage, from the farm to the shelf. In the world of natural and traditional foods, this is often done with new methods that keep the nutrients in the food and protect the natural purity of the ingredients. For example, oils and fats are utilised in specific ways. Enhancing value through traditional techniques, such as the bilona ghee extraction method, holds significant importance. Although these approaches are more time-consuming and demand greater resources compared to the shortcuts employed in the industry, they play a crucial role in preserving beneficial nutrients.
Value is derived from meticulous attention to detail, rigorous quality assessments, and frequently, independent scientific validation that the product is more pure and performs better than its competitors. Enhancing value also involves improving the overall presentation and experience. Customers view a product as more luxurious when it boasts sturdy, high-quality packaging and clear labels that tell the story of its origins, along with carefully chosen designs. By dedicating resources to these aspects of processing and presentation, a brand genuinely affirms the authenticity of its product. They utilise ethically sourced materials and provide customers with undeniable proof of quality. This transforms a simple item into a distinctive, trustworthy, and desirable finished product.
The Power of Collaboration
When adding value and ethically sourcing materials are seen as two parts of a single, powerful plan, the real edge over the competition appears. The very process of making an ethical choice turns out to be the most powerful argument for why a person should do something. When a brand can clearly explain where the botanicals for its honey are gathered or where the grass-fed dairy for its ghee was sourced, how its products are crafted using traditional methods like slow-churning or wood-pressing, and why this meticulous processing preserves superior nutritional qualities, it is using ethical sourcing directly as a premium driver.
Due to its foundation in open sourcing, traceability transforms a basic marketing assertion into an irrefutable truth, fostering strong customer trust. This engaging story not only meets a demand but also strikes a chord with the consumer’s deep desire to make a positive difference through their purchases. For a business rooted in tradition and integrity, this connection fosters customer loyalty. If a customer believes that the brand is honest, they are much less likely to switch to a brand that is a little cheaper. The brand doesn’t have to worry about price wars because they’re selling trust and meaning, not just goods. This promise creates a positive cycle: giving power to communities brings better resources, which, along with better handling (value addition), creates a high-quality product that supports the brand’s growth and the partners’ livelihoods. This dual strategy ensures that the brand isn’t merely surviving; it’s also paving the way for a more secure and equitable future for everyone involved in its value chain.
For modern FMCG companies, particularly those offering traditional natural products, enhancing the value of their goods and ensuring ethical sourcing are crucial for achieving success. This approach safeguards the ancient wisdom involved in crafting these items, guarantees the purity of the ingredients, and supports the communities that nurture these vital resources. By prioritising ethical practices and thoughtful development, brands can cultivate not only customers but also enthusiastic advocates. This comprehensive approach shows that ethics and business are indeed the ideal allies in creating a sustainable brand for the modern conscious consumer.