After 25 years of entrepreneurship in the field of microbiology, addressing issues faced by clinical, food, pharma and research institutes and offering them products and novel solutions in pgrading quality assurance technologies; the promoters launched GrassRoot Nutrition Pvt. Ltd in 2008. The company under its brand NutriValue designs and markets Health Foods and Nutritional Supplements.
EXPRESSION OF GLORY
NutriValue started with just two products, Vizkits and Dibeck. These were maida free, Iron fortified and herbal fortified biscuits. Within the next few years many products such as Herbal and Green Teas, Stevia, aloevera and amla juices, Kokum health drinks and meals from Jowar, Bajra and Nachani (Raagi), colostrums chewable tablets and celery seed extract tablets for joint pain were introduced. NutriValue now has a product basket of about 28 Health Foods and Nutritional supplements. The company’s focus has been on creating awareness about importance of Nutrition in maintaining good health and a disease free life. The Focus is on prevention rather than on cure.
RESOLUTE AND RESONANCE
NutriValue food basket stands for an unique combination of traditional Indian wisdom in Nutrition and modern scientific researches. The company was the first to introduce and popularize the Natural sweetner Stevia in the country. Initially Stevia dry leaves were simply packaged for the end user to find his own method of utilization. The city of Mumbai itself has more than 6000 satisfied users of the Stevia leaves, who also have benefitted by its health properties. Now under the brand Cviti the company has launched a granular form of Stevia Sucrose blend which is an intensely sweet, very low calorie sweetner. This is intended to give the feel and taste of sugar but give negligible calories. Cviti will also bring Stevia in tablet and extract form.
BRICKS AND CLICKS
NutriValue market has grown by word of mouth publicity. Having a shoe string budget for advertising and promotions, the company banked on quality and efficacy of the products. After making its mark in retail and modern retail, the company now also supplies by way of, online sales. This opportunity has opened all India markets to NutriValue and the products are sought after from Punjab to Tamilnadu and Siligudi to Ahmedabad.
At NutriValue there is continuous innovation. The brand has never worked with run of the mill products. A standard product like Kokum drink (Garcinia Indica) which is very popular in Maharashtra and hailed by Ayurveda for its health benefits, has a very local taste profile. NutriValue has transformed it into a powder sachet drink, fortified with Menoquin for heart and bone health, and the taste profile internationalized. Moringa Olifera, getting acclaimed internationally as super food is still unknown to Indians. It has been recently introduced in the country by NutriValue. The company has ambitious plans to bring such products within the reach of Indian populations, so that a Moringa finds a place in every meal that is cooked at home just like turmeric. Addition of Moringa will increase the nutritional value of the meal without changing taste and flavor.
NutriValue is equated with innovation, authenticity, quality and affordability. It adopts what is desirable from all health disciplines, creates a tasty food option and presents it to the customer at an affordable price. It also educates the customer in prevention of health issues. The company soon expects to have a product basket of 40 unique products. There is a growing awareness of nutritional contribution to wellness; and Health Foods will be more and more in demand.