N.
Balasubramanian, the CEO of the Hyderabad-based company, talks about
the benefits of organic food, while on a recent visit to Kochi
Photos: N. Balasubramanian; an atta packet
By
Shevlin Sebastian
A
few months ago, N. Balasubramanian, the CEO of the Hyderabad-based
Sresta Natural Bio Products Ltd, which owns the '24 Mantra Organic'
food brand, was travelling in a cab in New Delhi.
He
got talking to the driver about organic food. When the driver asked
him the name of the brand, Balasubramanian said, “24 Mantra
Organic.”
The
driver shocked the CEO when he said, “That is what I use. The atta
(wheat) is very good. It is Rs 52 a kg, and it costs me Rs 500 a
month, but I don't mind. My family enjoys good quality rotis, which I
used to eat as a child.”
At
the Lulu Mall, on a recent visit, to Kochi, Balasubramanian says, “I
have never forgotten that conversation.” Meanwhile, as he is
speaking, at the Hyper Market, where the company has a section, Radha
Menon (name changed) takes a 5 kg bag of wheat. “I have been using
this for two years,” she says. “The quality is very good.”
Balasubramanian smiles when he hears this.
The
USP of the company is that, with the help of 32,000 farmers, it makes
its own food, pesticide-free, in an area of 1.7 lakh acres, across 16
states. “We encourage the farmers to use cow dung and other natural
fertilisers,” says Balasubramanian. “In place of pesticides, we
encourage them to use neem, ginger and cow urine. Essentially, we are
using traditional methods in a scientific manner.”
The
company goes to areas where particular crops grow well. So, they grow
ginger in Sikkim, gram in Maharashtra, jaggery and sugar in Karnataka
and Uttarakhand, chillies (Andhra Pradesh), peanut (Karnataka), apart
from black pepper, cardamon and spices in Kerala.
Meanwhile,
the company is very particular in the way they store the produce. “We
have developed our own indigenous methods,” says Balasubramanian.
“At the storehouse, we just remove the oxygen from the atmosphere.
As a result, no insect can breathe and spoil the produce. We do this
for 15 days, till the larva cycle ends. Thereafter, we put the
products in a pack and seal it.”
Following
this, it is checked by any one of the 14 international agencies which
are accredited with the government of India. Thereafter, it is sold
through 250 outlets in departmental stores and malls.
Asked
why they don't have their own stores, Balasubramanian says, “We are
already doing farming, processing, packaging and marketing. It would
be too much to run stores, too.” In Kochi, you can get their
products at Sunrise City, Panampally Nagar, SR Organics,
Tripunithara, and Bismi Supermarket, Kaloor, among other places.
But
Balasubramanian is honest enough to admit that the products are on
the expensive side. “For a family of four, you will be buying Rs
4000 worth of food products every month,” he says. “But when you
switch to '24 Mantra Organic', it will go up by Rs 1500. But this is
just the cost of a movie outing at a multiplex for a family.”
And
it may be safer to pay more and have organic food, so that you can
avoid dangerous diseases like cancer. “Anybody I meet I ask this
question: do you know of anybody who has cancer? And the answer is
always yes,” says Balasubramanian. “Cancer from pesticide-laden
food happens over several years, and not in a short time of, say,
five years.”
Finally,
when asked about the meaning of the word, '24 Mantra Organic',
Balasubramanian says, “It stands for a Sanskrit slogan: 'Bhumir Apo
Analo Anilo Nabha' – 'You alone are the Earth, Water, Fire, Air and
Ether'. When you write it in English there are 24 letters.”
(The
New Indian Express, Kochi, Thiruvananthapuram and Kozhikode)
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