One warm afternoon in 2016, N. Jagadeesh and his friends were enjoying their casual hangouts when one of their friends started snacking on junk food. Jagadeesh who has always been an advocate of healthy eating, paused the ongoing conversation to suggest to his friend that he should rather switch to healthy eating. The response he got from his friends led to the discovery of Desi Village Agro Foods.
When questioned why his friends won’t switch to healthy eating, the response he got was ‘there are no healthy food alternatives.’ A liking for a healthy lifestyle and an opportunity in the market, led N. Jagadeesh, and his friend R. Vasanth Kumar to create Desi Village Agro Foods.
An urge to provide healthy, adulteration-free food to consumers led to the founding of the company in 2018. The goal was simple -to create and provide traditional food that suits the modern needs of today’s customers. The main interest of the brand is to provide healthier alternative options for existing products which aren’t good for health.
The brand initially launched two products which were ‘Jaggery Powder’ with a chemical-free process and ‘Himalayan Pink Salt’. What started as a small experiment towards making people aware of good healthy alternatives, had a good breakthrough earlier than expected. Both the products that were launched, received great responses, which only made the founders work harder.
Then came the biggest twist of all time that changed the landscape of consumer behaviour – the COVID pandemic. The lockdown made it nearly impossible for the brand to sustain itself in the traditional market, which is when Desi Village Foods decided to debut in the online market.
Later during the lockdown, Desi Village Foods launched its new product – ‘Herbal Jaggery’. This product, like others, received good reviews and responses from customers. This motivated the team to expand their line of products with sweeteners like palm candy, coconut sugar, cold-pressed oils, and snacks like flavoured nuts, seeds, and dry fruits.
The response to the brand and its products has been overwhelming in the two years since the launch. We have so far served more than 50,000 customers! The team is currently in the process of launching products like mueslis, and health bars.
Desi Village Agro Foods currently has 1 health brand under its umbrella – Shrutis. In the near future, we aim to add 2 more brands to Desi Village Foods.
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The disposal guidelines are brand independent. The images of products are for illustrative purpose only. Consumerism has increased the amount of plastic waste generated, and hence a ‘circular economy’ is imperative to facilitate the integration of economic and environmental well-being in a sustainable way. As a consumer goods industry, we need to overcome the challenges of the linear model, by moving to ‘circular economy’ with a focus on improving recycling, promoting re-use, and redesigning products.
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