Visionaries, entrepreneurs, and change-makers… Rohit and Kriti Mehrotra are reshaping the way India eats. As the power duo behind Organic Tattva, a brand born in 2013 with the mission to bring 100% certified organic food to every household, they’ve not only built an empire but ignited a movement toward healthier, more conscious living. Their unwavering commitment to authenticity and sustainability has propelled the brand to extraordinary heights, growing 400x since its inception and transforming into a 20-crore-per-month powerhouse.
From working closely with over 10,000 farmers to having their products gracing the shelves of 9,000 stores across India, Rohit and Kriti’s journey has been nothing short of inspiring. With Organic Tattva certified by USDA-NOP and India Organic-NPOP standards, the couple has fused passion with purpose, blending innovation and integrity in every step.
Now, as they take their place among the elite in TheGlitz 2025 Catalysts, Rohit and Kriti Mehrotra stand as trailblazers, embodying a new age of conscious entrepreneurship and redefining what it means to build a brand with heart.
Over To Rohit Mehrotra, Co-founder of Organic Tattva & Kriti Mehrotra ,Co-Founder -Organic Tattva
Organic Tattva has experienced tremendous growth since its inception, particularly with a projected CAGR of 50% this year. What do you believe has been the driving force behind this remarkable success in the organic food industry?
Organic Tattva: The rise of conscious eating is a post Covid effect . The COVID-19 pandemic has significantly transformed how consumers approach food. With rising awareness about the harmful effects of adulteration, pesticides, and chemicals, people are now prioritizing healthier lifestyles. Post-pandemic, many have shifted to home-cooked meals, cleaner food options, and label reading to avoid processed foods. Transparency from brands has become a key expectation, with consumers wanting to know where their food comes from and what goes into it.Digital platforms have played a crucial role in driving this awareness. Channels like Instagram, YouTube, and LinkedIn have educated consumers about cleaner eating, label reading, and healthier alternatives like cold-pressed oils and organic produce. What was once niche is now mainstream, thanks to influencer-led conversations, brand campaigns, government initiatives, and collaborations with nutritionists.
This heightened awareness reflects a significant cultural shift. Today’s consumers are not only mindful of their health but are also conscious of the broader impact of their choices on the community and the planet. Cleaner eating has evolved into a movement, empowering individuals to make better, more sustainable decisions for a healthier future.
Working with over 10,000 farmers across six Indian states is no small feat. Can you share more about how you manage this large network of farmers and ensure that the products meet USDA-NOP & India Organic – NPOP standards?
Organic Tattva: Our field staff regularly visits farms to engage directly with farmers, providing hands-on training in organic farming practices. Farmers are guided on creating and using bio-fertilizers, managing pests, and improving soil health. We offer day-to-day on-ground support and supply bio-fertilizers to ensure crops are cultivated following strict organic protocols.To uphold the integrity of our organic practices, we have independently certified farmer groups through accredited certification bodies. These agencies verify compliance with USDA and India NPOP standards, ensuring that all required records are maintained and organic protocols are strictly followed. In addition, our team conducts regular internal audits to monitor farming activities and maintain high standards.
Every stage of the process, from seed selection to harvest, is meticulously documented to ensure complete traceability and quality assurance. This collaborative effort enables us to deliver premium organic products while empowering farmers and promoting sustainable agriculture. By prioritizing both farmer welfare and environmental health, we are fostering a system of ethical, transparent, and high-quality organic farming.
As a brand committed to providing certified organic products, how do you maintain the authenticity and quality of your offerings, especially given the rising demand in the organic food market
Organic Tattva: We take pride in maintaining the highest standards of quality, safety, and transparency. Our certifications include USDA-NOP and India Organic NPOP, and we are currently in the process of obtaining EU Organic certification. Additionally, we hold a Grade-A BRC certification, the gold standard for hygiene and food safety, along with other certifications tailored to meet export client requirements.Every lot of our products undergoes rigorous testing for 250 pesticide residues and heavy metals, conducted by independent third-party testing agencies at the farm level. Only after passing these tests do we procure the lot. All cleaning, grading, milling, and processing are carried out in-house at our factory to ensure complete control over quality standards.
We have implemented a full traceability and transparency system. Each product pack features a QR code that, when scanned, allows consumers to view the 250 pesticide residue test report and the product’s origin using the batch number. This unmatched level of transparency reflects our commitment to delivering safe, high-quality organic products that consumers can trust.
Your products are available in 9,000 stores across India, and you’ve successfully tapped into various sales channels like e-commerce and quick commerce. How has your multi-channel approach contributed to your growth, and what are your future plans for expanding these channels?
Organic Tattva: Our multi-channel approach has been a key driver of Organic Tattva’s growth, with modern trade, e-commerce, and quick commerce playing pivotal roles. Modern trade has helped us build a strong retail presence across 9,000 stores in India, while e-commerce platforms have allowed us to reach health-conscious consumers nationwide with convenience and ease. Quick commerce has further accelerated our growth by catering to the increasing demand for instant delivery of essentials. Moving forward, we plan to deepen our presence in these channels, expand into newer markets, and leverage technology to enhance the shopping experience for our customers.
Organic Tattva – Trusted Name
In a market dominated by both local and international brands, how does Organic Tattva differentiate itself to stand out as a trusted name in organic food?
Organic Tattva: We are transparent with our consumers. Each lot of each product goes through stringent testing and food safety standards. We test each lot for 250 pesticide residues and heavy metals. Our QR code allows consumers to be able to see the test report for the product they have purchased.
Our strength lies in our authenticity and our commitment to providing the highest quality food to our consumers. We offer a vast range of products that meet your everyday grocery needs. It’s an entire basket of dry groceries that each and every Indian household requires.
We work directly with farmers and have our own projects where we procure from. We support farmers as well as sustainable farming practices.
What is your vision for the future of Organic Tattva and the organic food sector in India, especially as more consumers shift towards health-conscious and sustainable choices?
Organic Tattva: Our vision is to become India’s most loved organic food brand by making organic affordable and accessible to all. We are dedicated to streamlining our supply chain to offer the best quality at the most competitive prices. By continuously improving efficiency and ensuring affordability, we aim to bring organic living into every household. In addition, we are focused on strengthening our presence both domestically and globally by expanding into major retail chains. Our mission is to make organic products a way of life, empowering consumers with healthier choices while promoting sustainability and trust.
