Company: Innoterra Platform Private Limited, Mumbai, Maharsashtra
Company Description: Innoterra Platform Private Limited (IPPL) is an agri-food platform working with smallholder farmers to fundamentally transform the way food is produced, stored, distributed and consumed sustainably, while empowering and connecting all partners in the ecosystem,
Nomination Category: Product & Service Categories
Nomination Sub Category: Consumer Products - Food & Beverage
 Nomination Title: Ekyaam - Farmer Brand for Alphonso Mango
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
March 24, 2022
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 318 words used.
The Alphonso mango is a globally celebrated fruit, known for its complex flavour, heady aroma, and fiberless saffron-orange flesh. A 300-km stretch along the Konkan coastline in Maharashtra state of Western India produces approximately 400,000 tonnes of the fruit annually. The unique soil and climate of the Konkan contribute to the fruit’s distinct characteristics, as a result of which the fruit has received Geographical Indication protection under the laws of India.
The fruit's market potential remains under-exploited, with less than 10% of total production being sold outside the producing state and only 2% being exported outside India. The 20,000 strong farming community bears the brunt of this economic under-performance.
Innoterra Platform Private Limited has tied up with more than 2,000 farmers of the Konkan Alphonso mango to launch a global Alphonso brand, “Ekyaam”, that aims to showcase the smallholder farmer’s ability to deliver premium products to a global audience. The initiative eventually aims to represent the interests of the entire Alphonso farming community.
Our brand, Ekyaam, is inspired by the Sanskrit word, ‘Ekam’, which means ‘the one’, and signifies unity. Ekyaam represents the first time that farmers of the Alphonso mango have united to take on the responsibility of delivering the true experience of the fruit directly to consumers, in the process taking charge of their own welfare. Launched in March 2022, Ekyaam's launch has been covered in India's leading newspapers like Economic Times, Financial Express, and HinduBusinessline.
Our fruit is meticulously selected, transported and stored in temperature-controlled conditions, ripened scientifically, and handled in controlled conditions all the way to consumers' home to deliver the highest fruit quality. Each fruit comes with a unique QR code that helps map it to the farm it has been grown in. This traceability to farm is an essential protection for the farmer against the rampant practice of mixing the Alphonso with cheaper, similar looking but poorer tasting mango.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 320 words used.
Brand Ekyaam has been launched in the Indian market through direct to consumer (D2C) and retail channels. Despire the challenges associated with a highly perishable fresh product (the fruit has a shelf life of 7-10 days after harvest), the product today has been served to customers in more than 200 out of India's 773 districts.
Since launch in March 2022, we have procured and sold more than 100 tonnes of the fruit with a gross market value (GMV) of more than $0.5 mn. Other notable achievements to date include:
- Each of the more than 600,000 fruits procured and sold has been served with full traceability to the originating farm
- Brand Ekyaam has received and served more than 5,000 direct to consumer orders with an average order value in the region of $10
- We have entered into a strategic relationship with Cred, a leading Indian fintech company with a subscriber base of nearly 10 million credit card holders, under which we have launched direct to consumer deliveries of Ekyaam branded fresh Alphonso mango with plans to add other products directly from farmers, including mango pulp, mango jelly and cashewnuts
- Brand Ekyaam has also been launched in leading supermarket chains such as Namdhari Fresh and Max Hypermarkets
The product has been extremely well received by customers, as the following testimonials show:
- Nidhi Mohan, Delhi: The mangoes are really good quality with original taste. It’s actually been some time since we had actual alphonsos. The ones available in Delhi are not good at all. They were well packed and in different levels as far as their ripeness is concerned. Which is a good thing as they don’t spoil. Thank you so much for the delicious mangoes
- Rekha, Gurgaon: Got home delivered these amazing Alphonso mangoes, directly from the farmers of Ratnagiri. The mangoes are of superb quality.
- Aali, Gurgaon: The mangoes are so tasty. Loved them. Beautiful packing as well.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 39 words used.
Press coverage:
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