The Organic World, a grocery store specializing in organic and natural products, has enhanced its lineup with a notable expansion in its vegan product category. Introducing four innovative offerings—peanut curd, butter, ice cream, and protein powder—this strategic move aligns seamlessly with TOW’s dedication to providing diverse, personalized, and responsible choices for its customers. Addressing both daily and monthly consumption needs, the initiative reflects the company’s commitment to staying attuned to changing consumer trends, particularly amidst the rising popularity of Veganuary.
Over the past 3-4 months, TOW has undergone a significant expansion in its vegan range, transforming it from 10-20 products to an extensive collection of over 200 diverse offerings. From essential items like non-dairy milk and tofu to indulgent treats such as ice cream, bread, chocolates, and even beauty products, TOW seeks to comprehensively cater to the discerning preferences of its customers. This expansion is a direct response to the escalating consumer demand for vegan options, aligning with the dynamic landscape of the vegan market.
As per a study conducted by IMARC, the vegan food market in India achieved a value of $1,324 million in 2022, and it is anticipated to reach $2,463 million by 2028, indicating a compound annual growth rate (CAGR) of 10.9 percent from 2023 to 2028. Recognizing this promising market, The Organic World aims to capture the potential by aiming for 10 percent of its overall sales to come from the expanding vegan category.
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Gaurav Manchanda, Founder and MD, The Organic World said, “The decision to broaden TOW’s vegan product line was inspired by a growing interest among our customers. Initially, we expanded with fundamental products like tofu and chocolates and later delved into extending our range to include more diverse offerings such as ice cream, bread, and beauty products. The rising popularity of the growing vegan market has led to the need for trusted vegan brands which has significantly influenced and reinforced our commitment to this expansion so that we can serve our customers at every point in this journey.”
“What sets TOW’s vegan products apart is our unwavering commitment to being free of harmful chemicals, in line with our Not in Our Aisle List. Our vegan products adhere to higher standards than industry-established ones, ensuring a truly responsible retail experience. Furthermore, our commitment to cruelty-free practices, prominently highlighted in our beauty products, resonates with the ethical choices of our environmentally conscious customers,” he added.
With a clear strategic focus on becoming the leading force in the vegan market, TOW aims to leverage the growing demand for plant-based products and seamlessly integrate them into its core offerings. Beyond mere sales objectives, the brand envisions itself as a holistic destination for all things vegan, accommodating the diverse preferences and values of its customers. Navigating the rising tide of veganism comprehensively, TOW aspires to ensure that customers find everything they need while staying true to their ethical and dietary choices.