Long known for its sauces and dressings, Veeba has forayed into India’s growing organic food market with the Earthmade Organix range of dips and sauces
From Veeba, veterans in the food processing industry and noted for their sauces, dressings and dips, comes a range of organic hummus and dips in eye-catching packaging and a range of exciting flavours. The millennial-centric brand has been launched in Delhi NCR and Mumbai with a direct-to-consumer sales model.
Under the Earthmade Organix brand, they have launched organic hummus, yoghurt dips and salsa. There are currently four kinds of hummus on offer (plain, habanero, olive and tandoori), four yoghurt dips (chipotle, peri-peri, garlic and sour cream & onion) and two kinds of salsa (habanero cucumber and pineapple jalapeno). While the hummus and yoghurt dips come in 200 gm tubs and are priced at Rs 224, the salsas are 225 gm tubs and cost Rs 199 each. The products have a shelf life of 45 days. They are being sold through the D2C channel on their website, upmarket trade outlets and select e-commerce partners like MilkBasket. The products are delivered through a temperature-controlled supply chain.
On the occasion of the brand’s launch, Viraj Bahl, Founder and MD of Veeba, said, “At the core of Earthmade Organix lies a passion to empower Indian millennials with the right information and a choice. The growing organic food market in India offers consumers plenty of options but lacks authenticity. We want to offer them the choice to pick credible, responsibly sourced, certified organic offerings at their own convenience, delivered at their doorstep. We believe that there is nothing more palatable than honesty. Hence, we are upfront about every ingredient that goes inside the product. We bank on our R&D to deliver this honest deliciousness with no chemical preservatives and artificial flavours. It enables us to bring clean offerings to our consumers with no compromise on quality and taste.”
The brand philosophy stands on four pillars: ‘Fresh & Fine Ingredients’, ‘Complete Transparency’, ‘Creativity & Innovation’ and ‘Say Yes to No’ (that’s no to added preservatives, synthetic food colours and added artificial flavours).
Veeba’s approach with Earthmade Organix has been to be upfront with their customers. Since it’s not always possible to source organic for each ingredient of a product, the packaging clearly states which ingredients are organic. Even when an ingredient is not organic, the assurance is that it is still completely natural and free of chemical preservatives and artificial flavours.
You can check out the range at earthmadeorganix.com.