Surya Shastry, Managing Director, Phalada Organic Consumer Products Pvt. Ltd., has been closely involved in shaping the brand’s journey and its approach towards building a more transparent and trust-led organic food ecosystem.
His perspective on evolving food habits, the growing consumer shift towards mindful eating, and the future of farm-to-table experiences in India adds value to larger conversations around food culture and conscious consumption.
The changing dynamics of urban food culture, the rise of ingredient-conscious dining, and how organic food brands are evolving beyond packaged products into more immersive culinary experiences are all being explored by this brand.
An evolving food-led concept by one of India’s early certified organic brands, Pure & Sure centers on making conscious eating more accessible, experiential, and rooted in everyday living. Pure & Sure is one of India’s pioneering certified organic food brands, backed by over 25 years of expertise in organic farming and sustainable supply chains. The brand offers a wide range of certified organic staples, groceries, and healthy food products, focusing on transparency, traceability, and making clean, chemical-free food accessible to everyday Indian households.
At a time when consumers are increasingly mindful about ingredient quality, sourcing, and what goes into their meals, the brand is building a farm-to-table café and retail experience that places certified organic food at the centre of the conversation. The space brings together a café serving dishes prepared using certified organic ingredients alongside a thoughtfully curated retail section featuring everyday pantry staples, encouraging consumers to engage more closely with what they eat and where it comes from.
The larger idea is to make organic food feel less restrictive or niche, and instead position it as something approachable, flavourful, and naturally integrated into modern lifestyles. Through this format, the brand is also attempting to create stronger awareness around traceability, clean ingredients, and conscious food choices in a way that feels experiential rather than instructional.
Read the full story that first appeared in The Global Indian here:
Leave a Reply