Sustainability at Heart: The Satvyk-Adrish Organic Foods Journey

Facing the situation of the overuse of pesticides in combination with unfair prices for farmers and food production, a step toward a more sustainable and healthier lifestyle was adopted in 2016 by Akshay Agarwal and Gajendra Chaudhary whereby they seeded an organic store “Satvyk.” The success of Satvyk gave them an impetus to expand in different arenas and imbibe sustainability concepts holistically. For this the earlier assortment of product offerings needed to be designed and positioned in a way that would enable the potential customers to understand and value differences. Thereby, they introduced a second brand namely “Adrish Zero Waste” to serve the consumers who aimed to go further in adopting a sustainable lifestyle. The purpose of their business was to drive and leverage the change in Indian society where organic products hold an attractive proposition for upper middle class consumers with their high affordability for a healthy lifestyle. This case demonstrates how the entrepreneurs changed people’s mindsets by seeding two profitable businesses.