Azafran Innovacion enters new retail area to expand organic skin care name

By Natasha Spencer

- Last updated on GMT

Azafran Innovacion enters new retail area to expand organic skin care name
Indian organic skin care manufacturer, Azafran Innovacion, teams up with one of the country’s largest supermarket retail chains, Aditya Birla’s More Megastore, to grow its presence throughout India.

Market research firm, Transparency Market Research, found in its recent report that global demand for organic personal care products is set to hit $13.2 bn (€11.2bn) by 2018, with a CAGR of 9.6%.
Where organic skin care meets supermarkets
On 5th October 2017, Azafran Innovacion announced it had entered into an agreement with Aditya Birla Retail to bring its personal care products to the retailer’s hypermarket chain - More Megastore.

As an integrated personal care company, Azafran teamed up with the supermarket name to launch its portfolio to all the 20 More Megastore Outlets in Aditya Birla. To promote its partnership and new-found presence in the wide-reaching stores, Azafran will conduct store activations across all outlets.

The company’s growth comes after it first emerged on the organic personal care market in India in 2014. Under the brand name ‘Azafran Organics’, its portfolio is made up of items produced from certified organic ingredients.

The brand tapped into the rising interest and preference for certified organic ingredients and emphasises how it offers a range that is free from chemicals, pesticides and fertilisers.

Targeting South Indian market

Speaking on this strategic alliance, T.R Suresh, Business Head, Azafran Innovacion said: “There is a strong preference for organic personal care products among South Indians. We have entered into this partnership to cater to these buyers and strengthen our reach in the South Indian market.”
When it comes to the organic skin care market, Elkana Ezekiel, Non-Executive Director, Azafran Innovacion emphasised: “Organic skin care is one of the fastest growing segments of the global personal care industry. Organic living is an established trend in developed countries and the concept is fast catching up in India with consumers opting for organic products for daily life.”

Appealing to organic trends

As the “trend of ‘Go Organic’ or ‘Live Organic’ is catching up in the skin care segment too”​, Ezekiel went on to remark how “increasing awareness towards beauty and wellness, and rapidly changing lifestyles are some factors that drive the growth in this sector”. As a result, the organic skincare market in India is “estimated to cross the mark of $13.2 bn (€11.2bn) by 2018”, Ezekiel reiterated.
With an existing active brand presence in retail chains including Health & Glow, Spar Hypermarket, Hypercity, and Gourmet West, Ezekiel highlighted: “Our major strength lies in the ‘Farm to Face’ concept where the entire process of growing ingredients, processing and making the products, all are done at our own facilities.”

Achievements to date

Organic skin care producer, Azafran Innovacion, has its own production facilities located close to Sanand in Ahmedabad, which consists of a manufacturing facility, dedicated R&D centre, an organic farm and greenhouses.
The Indian-headquartered company has received approval from organic certification organisation, Ecocert, and the United States Department of Agriculture (USDA). Through its investments in R&D, its has also achieved numerous industry certifications and stamps of approval for both its production facility and organic farmland.

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