Co-founded by two sisters, Mansi and Aditi Vyas, Azafran began on 40 hectares and greenhouses to extract oils and botanicals and soon grew into a pan-India brand that sold quality products with the finest organic ingredients. I sat down with the co-founder to learn more about her brand, her future plans and what she’s currently binge reading. Excerpts.
Ainee Nizami Ahmedi: Tell us about Azafran. What is it that sets the brand apart from the rest?
Mansi Vyas: Since its inception, Azafran has always advocated bringing forth high-quality and value-for-money products to its consumers. We grow most of the ingredients in our products at our extensive ECOCERT-certified farms, i.e. everything we grow is certified organic and is 100% traceable. We do not use chemical fertilisers or insecticides on our produce. We also use sustainable farming methods such as greenhouses, hydroponic methods and drip irrigation that save water. At Azafran, we constantly strive to be better and as transparent as possible to ensure that our consumers get products of umpteen quality.
Ainee: What are some of the challenges you faced while establishing the brand, and how did you deal with them?
Mansi: We decided to innovate how our farmlands were used in 2007 and began creating an ever-growing network of the most talented and hardworking farmers dealing in oils, spices, grains and more through organic farming. Soon, we converted our farmland into eco-certified, making all our products 100% organic. We were the first in India to get this certification; hence, our products are manufactured with authenticity and quality as our core attributes. However, the biggest challenge we faced was educating the consumers about the brand and the importance of using organic products. Over time, digitisation has brought immense awareness, which has helped us engage with our consumers directly via social media. We also decided to spread awareness about the brand via extensive sampling, which gave our consumers a taste of our quality.
Ainee: Tell us about working with your sister? What are your roles, and how do you establish personal and professional boundaries?
Mansi: As our interests are diverse, we have divided our work meticulously according to our interests and capabilities. While I’m into offline and digital marketing and its various aspects, my sister (Aditi) looks after production, packaging and supply chain. We always take each other’s advice in all aspects of the business. It is like a cherry on top when you have your sister as your best friend and business partner. Her support has led the brand to where it is today, and together, we are a force to reckon with.
Ainee: The organic industry has gained quite some popularity in recent years. As a consumer, what are some of the things one should look for while shopping?
Mansi: Several brands claim to be organic these days; however, one should carefully look for nationally and internationally recognised certifications like ECOCERT, Organic India etc. One must look at the ingredients carefully before buying the products, as it is crucial to use quality and organically grown ingredients for a product to be truly organic.
Ainee: What is your plan for the brand in the coming years?
Mansi: Azafran is a brand that believes in conscious living. We propagate this in all our products too. We believe in being kind and conscious to all living beings on the planet by being cruelty-free, paraben-free and harsh chemicals-free, making our products suitable for everyone. We will be looking to strengthen our portfolio with products that align with our core belief of premium products at affordable prices and soon reach our consumers across India and overseas. Our goal is to become an internationally recognised Indian organic brand globally.
Ainee: What inspires you to keep going every day?
Mansi: The idea of new opportunities and the positive attitude to grow beyond one’s ability inspires me and keeps me going every day. I believe that if we align our passion with focus and immense positivity, even mountains can be moved.
Ainee: For women who are aspiring entrepreneurs, what’s the one piece of advice you’d give them?
Mansi: I would like to advise aspiring women entrepreneurs to be persistent and keep going no matter what comes their way. If you believe in an idea, you must nurture it and dedicate yourself to it.
Ainee: Tell us about a typical day in your life?
Mansi: A typical day starts with some light exercise or a walk, followed by a healthy breakfast and then heading to the office. I unwind by having dinner with the kids and family. I have two kids, and spending time with them is the best way to re-energise.
Ainee: What are you reading/binge-watching currently?
Mansi: I don’t particularly follow any genre; however, I like to read fiction or crime thrillers whenever I can squeeze out some time.
Lead image via Azafran’s Instagram
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