Several health-conscious, affluent Indian parents are now giving only organic food to their kids.
Organic food for Kids
More and more health-conscious affluent parents are taking the farm-to-fork revolution to their children. Which is why, for every millennial who recalls indulging in instant noodles, there is now a kid growing up on trendy clean and green eating.
“Health is more important than formal education today and it starts with food. Invest in organic food than paying medical bills. We don’t need chemicals damaging little bodies,” says a toddler’s mother in Bangalore who is part of the new big wave -organic baby food.
Organic food only for kids of health-conscious, affluent Indian parents
Spinach & banana muffin for tiffin, sugar-free wheatgerm apple biscuits as evening refreshment and organic black rice for dinner. What’s new about this meal plan in the times of raging health-consciousness and Bollywood-inspired fitness fever? Well, this meal plan has been fine-tuned for a two-year old named Ray Chandra Kini.
Three-year-old Areeha Jain eats organic lollipops ordered every few weeks on Amazon. Her mother and event planner Deepika Jain grows preservative-free palak, brinjal and tomatoes in her home garden for Areeha’s consumption. “Parents don’t like to treat their children as kids anymore. Healthy living has to be imparted as education to children too,“ says Jain, who works out in the gym regularly and has enrolled her daughter for tennis lessons.
The rising popularity of organic baby food is directly proportional to the mushrooming homegrown brands selling the stuff. Bebe Burp, a Surat-based organic baby food startup, launched in November 2016 retails across India through online marketplaces like Eazelly.com. It sells organic cerelac in flavours like khichdi mix, oatmeal, finger millet and broken wheat for babies aged six months onwards. Co-founder Aman Tibrewal says, “Cosmopolitan and high-literate city of Bengaluru is home to many working moms who are our primary takers. 25% of our total sales -4-5 orders a day -come from Bengaluru.“
Minka Sikka, who launched Mommy’s Health Kitchen in September 2016 in Bengaluru, says, “From receiving 30 orders during the launch month to 70 orders a month now, there is a definite spurt in awareness. Millennial mothers recognise the value of clean eating and want their kids to start young.“
Taking tips from grandmother’s kitchens and nutritionists on board, Sikka makes organic bakes like carrot muffin, chocolate-almond granola to banana-oat teething breadsticks for toddlers. All ingredients used are organic. Dates, honey and jaggery replace refined sugar. She sells at pop-ups and home delivers on order basis.
Reports suggest that organic baby food industry will gain momentum this year. According to Central Food Technolo gical Research Institute (CFTRI) in Mysuru, the compound annual growth rate (CAGR) of organic baby food is estimated to be about 12% in revenue from 2016 to 2020.
“The demand for baby food has increased with the trend of both parents working. With increased disposable income, they are able to compensate homemade food with branded organic baby food,“ says Prof Ram Rajasekharan, Director, CFTRI.
The first variant of brand Amul baby food was developed at CFTRI, a pioneering initiative in the segment.Today, the institute is developing baby foods with superfoods like popped quinoa powder and demucilaged chia seeds. Observing the potential of this segment, Rajasekharan notes, “We have a high population of babies in India.Thus, quality high nutrition baby food is a good opportunity for Indian industry to explore.”
Source: economictimes.
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