Organza Foods, Asmita Deshmukh and her quest to make 'organic food' a way of life

When Asmita Deshmukh returned to India from the States in 2005, the concept of organic food was still in a nascent stage. Consumerism was growing, malls and fast food joints were sprouting at every corner. However people continued to compromise with their health, either because of sheer lack of healthy options or lack of awareness about these healthy options. Lifestyle diseases were also on the rise and Asmita experienced it first hand in her own family. These sequence of events, led to the conceptualization of Organza Foods, a completely organic food service, that provides tiffin services to people.“Eight years down the line, with several organic retailers entering the market, and rising awareness among consumers, there seemed no better time than now to launch this venture”, says Asmita. Organic farmers who grow fruits, vegetables and grains without chemicals and pesticides, sell their produce to organic brands, who act as aggregators. All Organza cuisine is made from 100% certified organic ingredients. Dabbawalas then deliver these products to the customers. They also offer kids meal plan which comes as a relief for working parents who would otherwise have to rely on day care services.

Given the exorbitant cost of organic food, Organza Food’s tiffins are priced at around Rs 2,000 per fortnight (i.e. 200 per meal). Explaining the reason for the price of tiffins, Asmita says “Organic ingredients cost 1.5 to 2 times that of non-organic (especially some fruits and most vegetables). Organic spices, condiments etc. on the other hand are about 3-4 times the cost. Further, annual certification costs add to the overheads at the producer/aggregator end." While it will take some time for consumers to acknowledge and embrace the long-term benefits, Asmita seems optimistic. “The moment more and more consumers choose organic (not just fresh produce but also day to day groceries), prices are bound to come down as farmers will be encouraged to adopt organic farming practices on a larger scale and players in turn can pass on the benefit to the end users” she says.Currently based in Mumbai, they are functional in between VT and Vikhroli. The tiffin services are available at other places in the city as well, but with a slightly higher delivery charge. They plan to expand sometime in the near future. Tiffins can be ordered through their website via online payment. Asmita is currently the head chef and supervises a few subordinates who help her with the cooking.

Speaking about her goals, Asmita tells us that she intends to make organic food a norm as opposed to an exception, that it is today.Indians today are more mindful while making perishable retail purchases and are willing to spend a little extra for safer, healthier food options not only for themselves but also for their families. Given this scenario, Organza Foods shows great promise in the days to come.