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Morarka Organic: Sowing the seeds of harmony in life
From being in the back end of the value chain for over 10 years, Morarka Organic has now got into the front end, ie, retailing of certified organic products under its own brand name 'Down to Earth'.
FARMING TODAY is synonymous with fertilisers, pesticides and insecticides. What we do not realise is that, the crops grown using these chemicals pass them on to food that eventually finds its way into our system. Organic farming is a sincere attempt at reversing this trend. It uses traditional farming methods that sustain the nutritive value of food without subjecting the crop to chemical warfare.

From being in the back end of the value chain for over 10 years, Morarka Organic has now got into the front end, ie, retailing of certified organic products under its own brand name ‘Down to Earth’. While this initiative is expected to provide direct linkages to the thousands of certified organic producers, it will also enable quality conscious consumers to access the very best quality of food deserved by them at reasonable prices.

Mukesh Gupta, executive director of Jaipur based Morarka Organic Food Pvt Ltd said, “Down to Earth is expected to be India’s answer to the global organic revolution. It is dedicated to bringing people back to the organic way of life. Down to Earth provides large range of food products- cereals, pulses, spices, condiments, masala mixes, fruits, vegetables, oils, dairy products, Ready-To-Eat snacks, various kinds of cookies like semolina sweet cookies, salty jeera cookies, nan-khatai and fenugreek, ginger and lemon pickles and English herbs also join the list.” He added, “Apart from these, we are offering, much more Morarka organic products amounting to almost 90 per cent of the Indian kitchen grocery.”

According to him, All ‘Down to Earth’ products undergo the strictest quality standard checks and are certified by the most stringent certification agencies in the world. Down To Earth is certified by OneCert Asia Agri Certification Pvt Ltd (a subsidiary of One Cert Inc USA) as per NOP (USDA), NPOP (Government of India) and EU Standards for Organic Certification.
According to him, Down To Earth is the first ‘truly organic’ store chain where each product that is stocked and sold is 100 per cent certified organic, as per the standards applicable in the United States of America and Europe. “Down to Earth is the outcome of a strategic planning that began away back in 1999, after a careful evaluation of the contexts of the Indian as well as international markets,” said Gupta.

All Morarka organic products are available at the Down to Earth store in Tardeo in Mumbai, Chattarpur in New Delhi and at Burdwan road in Kolkata. These flagship stores are the first of its kind in India, completely dedicated to organic food and fabric. Down to Earth products are also available at major supermarkets, modern trade outlets and stand alone organic stores across the country.

In a very short period, the Down To Earth brand has become the most respectable name among the organic consumers in India.
 

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