HYDERABAD: With the growing awareness among millennials towards the environment and sustainability, many are exploring food options free of chemicals, fertilizers and pesticides and something less processed.
Studies show that 40 percent of millennials have adopted a plant-based diet during the pandemic. In 2020, when cooking at home became a trend thanks to the confinement, this generation experimented in their kitchens, in healthier ways than one. Most prefer organic food.
The organic food space in India has changed a lot in the last 15 years defining culinary trends. The organic brand 24 Mantra, based in the city, has a wide range of organic products such as legumes, lentils, rice and other staples. Rajashekhar Reddy Seelam, Founder and Managing Director, conducted 12-year research and groundwork to create the organic ecosystem, launching the organic movement.
With this, he created one of the first entities in the space: Sresta Natural Bioproducts Pvt. Ltd. Sresta with a small set of farmers and land area. The brand has more than 200 products, covering 45,000 farmers and cultivating 2,25,000 acres of land in 15 states of India.
“Coming from a farming family, I was alarmed to see the soil, plants and nature poisoned by pesticides and chemicals and the profound impact this had on farmers and rural indebtedness. I embarked on a journey to transform the lives of farmers, create means of sustainability for them and create a better and greener world for future generations, ”says Raj.
Good food guide
Contrary to the criticism that millennials consume too much fast food, the statistics reveal the opposite. According to the Organic Trade Association, 52% of organic consumers are millennials and this generation consumes 52% more vegetables than their older counterparts.
The global organic food and beverage market is projected to reach USD 350.05 billion by 2026. The Indian market stood at USD 849.5 million in 2020 according to Expert Market Research and is expected to grow at a CAGR of 20.5% between 2021 and 2026, to reach a value of USD 2601 million.
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