Healthy wheat flour brand Jiwa to expand offline retail distribution

Speciality wheat flour brand Jiwa plans to expand its offline retail presence by retailing its products in general trade stores (pop-and-mom stores) and speciality gourmet stores, by August.
Speaking to Indiaretailing, Raghav Gupta, founder of Jiwa reveals, “Up until now, we have been largely retailing our products through online channels and the customer response has been tremendous. But now we feel that our products should be easily available to the customers in stores near them.”
Jiwa products are available in Mumbai, Pune, Bangalore, Delhi, Chennai and Hyderabad, but largely on online grocery stores such as LocalBanya, Naturally Yours and Greencart, among others and only a few offline stores, including Godrej Nature’s Basket, Hypercity and Foodhall. “The plan is to hit the shelves at more kirana stores and speciality gourmet stores. By next month we target to begin offline retail in cities like Mumbai, Pune, Delhi/NCR and Bangalore,” Gupta adds.
Launched last year, Jiwa started a ‘roti concept cafe’ in Bandra to market the brand’s customised healthy flour. The hybrid store showcases the entire wheat-to-roti process and some retro milling equipment; it also serves roti wraps with innovative fillings such as Butter Bean & Feta, Paneer Shaslik and Tandoori Bhindi Aloo.
The cafe is a smart marketing tool to showcase Jiwa’s range of speciality atta — Multi-grain,Probiotic chakki fresh atta, Slimming atta, diabetic care atta, gluten-free, blood pressure care, among others. The products are available in the range of Rs 80 to Rs100 per kg.
Given the growth of the packaged wheat flour market in India, which is enlarging at a CAGR of 19% over the past three years and may double in size by the end of this decade, Gupta is specially focussed on occupying a speciality space within the category.
“Currently, Aashirwad, Pillsbury and some other mass market brands are available in the packaged atta space. Jiwa offers value-added atta products. We expect many Aashirwad and Pillsbury customers to switch to Jiwa Healthy Attas,” Gupta concludes.