From Farm to Plate
A local farm produce store with a global appeal, that's
what Nature's Basket is all about! RS Vijan elaborates on
Godrej’s latest innovation in food retail
Ever wondered how it is to get the
goodness of nature in your food, right
from the farm to your plate? Well, you
don't really need to be a farmer for that! And
for those living in Mumbai, there is absolutely
no need to consider this as a mere fantasy,
thanks to Godrej Agrovet Ltd (GAVL), which
has inaugurated its second Nature's Basket
outlet in the city.
The initiative was triggered by the success
of GAVL's flagship store of Nature's Basket
that was launched on January 6, 2005 at
Mahalaxmi Chambers, Warden Road. Since
then, the store, which offers a wide range of
fresh and quality fruits, vegetables and herbs
at competitive prices, has been receiving
overwhelming consumer response.
The concept
The concept of Nature's Basket is farm to
plate, which means that the consumers are
assured of fresh farm produce. True to its
word, GAVL has been working in rural areas
with farmers through their initiative Aadhaar
(its rural retail outlet) for more than 35 years.
Through Aadhaar, GAVL helps farmers sell
their produce and improve their productivity
and returns.
Nature's Basket is the first-of-its-kind onestop
shop in Mumbai that houses fruits,
vegetables and herbs, both local and exotic. It
has a healthy mix of global and locally
available products. The idea was to
consolidate all the products under a roof so
that consumers no longer had to scout for
places to buy exotic stuff. Nature's Basket also
sells dairy products and packaged juices like
XS and Sofit that are manufactured by
Godrej. Amongst the imported products, the
store stocks breakfast cereals, salad dressings
and other such food products.
Site advantage
While the first flagship store was launched in
residential area of Warden road, the new
outlet enjoys a mix of consumers. Cuffe
Parade is a very dense upmarket residential
area and not just a commercial locality. This
combination is expected to have a very
positive impact and would improve store
performance as it caters not just to those who
reside here, but also to those who work in the
offices and do not have time to shop for
vegetables and fruits after reaching home.
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