Website – Praakritik
Founder – Dharmishtha Goneka
Nowadays, the increase seen in global health awareness has made the use of organic foods and products frequent and made it more popular all over the world. Organic foods are seen and used as a health factor rather than an organic product itself. Today, organic farming has become a significant part of Indian agriculture, but at the same time, it faces a lot of challenges such as the use of chemical fertilizers, synthetic pesticides, germicides, herbicides, and genetically produced seed that help in expanding the production as well as pollute the supply network by its rampant use. The majority of food produced nowadays has become increasingly commercialized, so the concept of Praakritik has emerged with the aim to bring back the feeling of belongingness in food that one can trust.
HOW DID IT ALL START-
The company, Praakritik was launched in the year 2016 by Dharmishtha Goenka that focused on promoting global health awareness and healthy eating, modifying sustainable farming practices, and built organic living among the majority of audiences that were getting discouraged as well as detached with the food they eat. The team at Praakritik aimed at bringing back the unique, organic and almost scared association that the human body has with food. Initially, it was started by Dharmishtha’s aunt, Richa Bagrodia who then supported only one gaushala. She even knew the advantages as well as the positive effects of Desi Gir Cow’s A2 milk products and wanted that each and every family out there should have natural products that should be healthy and should be beneficial for the body. Initially, she started from home itself, by providing hand-tossed Vedic processed ghee as well as cultivating the health benefits it had. Dharmishtha’s aunt showed her the significance of cow’s milk, its dung, urine and many other milk products and its significance in farming. By sharing the same health significance and awareness to the farmers as well as consumers, the company helped and guided the farmers to GROW ORGANIC and consumers to GO ORGANIC, which itself is the tagline of the company ‘GROW ORGANIC, GO ORGANIC’.
As her aunt, Richa left the world for her heavenly journey at the age of 34 in the year 2014, her concern and awareness for healthy and organic food products inspired the next generation to move forward with the mission and take it to a top-notch level. Later on, Sachit Subramanian and Aghalya Ramasamy got inspired by the idea of Praakritik and joined hands with the company.
VISION AND VALUE OF PRAAKRITIK-
Each member in the company got a different and unique set of talents in order to grow and develop the team that would solidify its mission and improve its quality and market reach. The team at Praakritik focuses to create an environment of availability and affordability for consumers who want to go organic while keeping in mind the direct connection to the farmer who grows that food for the consumers, while promising his/ her fair share. All the products at Praakritik are certified organic and 100% natural. The farms of Praakritik are spread all over the villages of Maharashtra and Gujarat, where the team guides and make systematic plans with the farmers in order to cultivate and produce a variety of healthy, organic food products that are local and free from chemicals. Praakritik offers support to numerous farmers as well as gaushalas helping them in order to use clean, natural, and organic ways of production. Each and every farmer has been trained to produce their soil and make it pesticide-free for organic farming, where the soil is even tested regularly to make sure that the food quality is intact.
TEAM OF PRAAKRITIK-
Dharmishtha Goenka, a graduate of IIM and even has a degree in Entrepreneurship and Leadership from Kings College, London. Dharmishtha lives her life with a motive to enhance the lives of farmers as well as consumers, which led her to launch Praakritik. An eye for details, and passion for getting the job done – is the culture she has set for her team! Kindness goes a long way and she imbibes this in her company culture as she takes the team forwards towards their common goal. Grown-up in a business family she gained invaluable experience in human management in business which is the core of any business. She draws her inspiration from her grandfather’s teachings and his faith in Praakritik. Whenever stuck – she sits back and thinks- what would he do?
Aghalya Ramasamy, did her MBA in Sales and Marketing from Symbiosis Institute of Business Management, Pune, and even worked in the corporate sector in Sales and Marketing before joining Prakritik. With more than 5 years of experience spanning modern retail and FMCG sales, she leads the business development and new growth markets at Praakritik.
The world of retail, the thrill of making a sale and the challenge of changing the customer mindset are what drive her to move to the next level. Aghalya lives by a passionate life motto – grow them with love, protect them fiercely.
Sachit Subramanian, having a graduate and post-graduate degree in Mass Media and Entertainment from the University of Westminister, London. Having over a decade of entrepreneurial experience in the field of electronics, media and event planning, Sachit brings to the table a variety of skills that includes operations, global policies and business planning.
Exclusive Interview with Dharmishtha Goneka
What made you start this business idea? What inspired you to start this company?
We started in 2016 to promote healthy eating, improvise sustainable farming practices and inculcate organic living amongst an increasingly discerning audience that was getting disillusioned and disconnected with the food they eat. As a team, we wanted to bring back that special and almost sacred connection that the human body has with food. Their tag line – Go Organic, (For Customers to choose organic) Grow Organic (For farmers to choose ethical farming practices) reiterates this message.
It really started with supporting one gaushala and one woman, my aunt – Richa Bagrodia who championed the benefits of Desi Gir Cow’s A2 milk products. She strongly believed that every kitchen should have a natural product that our bodies can benefit from. She started by supplying hand-churned Vedic processed ghee and increased her circle of knowledge share by educating everyone on the importance of cow milk, its dung and urine and its importance in farming. Listening and learning intently was me. I dreamt the dream with Richa, added my marketing savviness to the idea and took the concept out into a larger world. Richa left for her heavenly abode at the age of 34 in 2014 but inspired all of us in the next generation to move ahead with confidence and conviction in the mission.
I was joined by Sachit Subramanian, Aghalya Ramasamy who too were inspired by the ethical foundations Praakritik stood on!
Each member brought in a different set of talents to the growing team that crystallized its mission and enhanced its quality and reach. We aim to create an ecosystem of availability and affordability for consumers who want to go organic while ensuring a direct connection to the farmer who grows that food for you while promising his/ her fair share.
When did you start your business?
We started the company in 2016
What does success mean to your company?
When our slogan comes true – ‘Go Organic, Grow Organic’. That will be the day we will truly consider ourselves a success. The more consumers ‘go organic’ as do farmers, will add to our success. Every person counts.
How are you performing currently?
Our Direct to Customer (D2C) brand has been growing consistently month on month by adding more patrons who want to eat clean.
What is the biggest risk to your company?
The myths that surround the organic food industry and perceptions associated with eating healthy are our biggest challenges. However, post the pandemic more and more consumers want to move towards healthy eating which I personally believe is a great move. It will create demand which will encourage farmers and the brand industry to recognise the customer need and create accordingly.
What are your plans for the funding?
We are raising funds, but we are keen on looking for strategic partners and not just investors.
What is the biggest challenge you faced during your start-up setup?
The procurement of licenses and organic certifications has been one of our biggest challenges.
What does growth mean to you and your business?
Growth for our business has to be sustainable and long term. We want to make a consumer behaviour shift.
How does your product stand different from others in the market?
The Quality, Availability, Authenticity, Packaging and Service we deliver is inimitable.
Where are your start-up services spread?
We serve customers across all Indian cities and have established footprints in Singapore and Dubai as well.
What does it feel like to be the founder of your start-up? How does it feel to get up every morning and getting on to work?
I look forward to it. My mission keeps me going. The reason has not diluted even slightly in the last 6 years.
Where do you see your business standing in the next 5 years?
In the next five years, my vision is to create our brand as THE go-to- organic food brand
Who supports you to stand this business and how?
My Family – who trusts and supports me, friends – who are the happiest at every milestone, The Praakritik Team, from 1st member to a strong team of 28 members, Our Mentor – Mr Anil R and our consistent customers.
The business model of the company?
We have an Omnichannel approach. Along with a strong online D2C model we have also successfully created an offline presence
How many employees are working?
25+ employees work with us today.