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Azafran: A promising organic brand with a diverse range

Started in 2007, Azafran offers certified organic skincare products and a diverse product range for kids. Mommy & Baby Times had an interaction with Mr. Rupesh Mishra, Head – Marketing and International Business, about how Azafran has been plugging the gap in the organic products segment in India, their product range, ECOCERT and USDA which are one of the most credible hallmarks for organic products and their participation at Mommy & Baby Fair.

June 26, 2019

Mr. Rupesh Mishra, Head – Marketing and International Business

MBT: Kindly outline on the business journey of Azafran.

Rupesh Mishra: Azafran is an established group in the organic industry known for making products that make everyday a little more special and better. Our products are created embracing the power of botanicals and natural ingredients. The brand was started in the year 2007 and it has positioned itself as a reliable organic brand. Each and every product is carefully crafted with eco-friendly practices and going an extra mile in being respectful to the earth. We have a loyal following of customers who believe in choosing the safest products for their everyday life.

MBT: Describe the product range of the brand in detail.

RM: The product range of the brand is divided into five different verticals: Beauty, Kids, Food, Home Care and Azafran Actives. ‘Beauty’ is quite an extensive range as it is divided into five sub-ranges, skin care, bath & body care, hair care, anti-ageing, and make-up. With the ‘Kids’ category, the brand offers a range of bathing essentials, cream & massage oils, crayons, baby safe detergent and baby care kits. Under the ‘Azafran Actives’ range, the brand features vitamins and minerals tablets, immunoboosters, superfoods, and so on. Our product lines are created using nature’s purest ingredients that are grown, harvested, extracted and processed at their own facilities. With the policy of ‘our farms to your home’, the products are made without any compromise on quality while also fulfilling commitment to the environment.

“(we have) presence in more than 500 modern and general retail stores… and we are planning to have presence in 1000 stores across the country by December this year.”

MBT: How would you describe the strengths of the brand that gives it an edge and helps it stay ahead in the market?

RM: Our brand philosophy is rooted in creating products that are organic, safe and offer long term benefits. Our ingredients are organic, farm-grown and are ethically sourced. We stay far from harsh chemicals and it makes our product range gentle, safe to use and effective. We are the first ever brand in India to create personal care products with the concept of ‘farm to face’ where the entire range of products are made only by using natural methods and organic farm grown ingredients.

MBT: What is the current market presence of the brand in India and in the international market?

RM: Currently, the company has its presence in more than 500 modern and general retail stores located in Mumbai, Pune, Ahmedabad, Hyderabad, Chennai and Bengaluru. With time, we would be seeking to increase our market presence and we are planning to have presence in 1000 stores across the country by December this year.

“we will scout for tie-ups to take brand to the target market and generate more consumer awareness for organic skincare… The company is hoping for a turnover of 100 crores by the next three years.”

MBT: What are the recent developments at your brand and the future goals of your company?

RM: Our company’s robust pipeline of innovation has resulted in new launches such as eco-friendly liquid laundry detergent, organic crayons and cold pressed cooking oils. Backed up by leading edge marketing approaches, we are expecting to tap profitable revenue while also strengthening the reputation of the brand with these products.

As about our future goals, we will scout for tie-ups to take brand to the target market and generate more consumer awareness for organic skincare through our beauty advisors. The company is hoping for a turnover of 100 crores by the next three years.

MBT: Share some details pertaining to the certifications and the quality-checks that bring in a sense of assurance to the customers.

RM: Our product range has been certified by ECOCERT and is USDA-approved, which are one of the most prominent and honorable certifications for an organic brand. The ‘ECOCERT’-certification means that the products are certified to be eco-friendly and the products carrying this mark means that 95% of the plant-based ingredients and 10% of the total ingredients are organic.

MBT: Elaborate about your participation at Mommy & Baby Fair 2019.

RM: We are really excited about the exhibition and are planning to showcase the entire range of ‘Kids’ that comprises of organic crayons, baby care kits, bathing essentials, and so on, at Mommy & Baby Fair 2019. This B2B platform would be a great space for networking opportunities and generating business leads for distribution in the Indian market.

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