24 Mantra Organic

What 24 Mantra Organic does

24 Mantra Organic, operated by Sresta Natural Bioproducts Pvt. Ltd., is an India-based organic food company founded in 2004 and headquartered in Hyderabad. It sells a portfolio of more than 100 certified organic products spanning cereals, rice, flours, cold-pressed oils, dals and pulses, millets, spices, superfoods, sweeteners, traditional snacks, chikkis, salts, and dry fruits. Products are marketed under a brand identity anchored in Vedic farming principles, with the Sanskrit tagline 'Tvam Bhumir Apo Analo Anilo Nabha' referencing the five classical elements. The company is now a wholly-owned subsidiary of ITC Limited following an acquisition announced in 2025.

The company's core operational technology is a proprietary farm-to-fork traceability platform (farmtofork.24mantra.com) that lets consumers trace any product back to the specific farm and farmer of origin. Supply is sourced directly from a network of 34,000+ farmers cultivating 1,90,000+ acres of certified organic farmland across 10 Indian states, allowing the company to control organic integrity from cultivation through packaging. The founder is Rajashekar Reddy Seelam.

The business model is a multi-channel D2C and retail distribution operation. Revenue is generated primarily through unit-priced sales of organic food products (typical price range ₹38–₹275 per pack) to health-conscious Indian consumers, including diabetic and clean-label diet segments. Channels include the company's own Shopify-based e-commerce store, quick commerce platforms (Zepto, Blinkit, Swiggy Instamart), marketplaces (Amazon, Flipkart), modern trade (Reliance Retail, Metro Cash & Carry), and grocery platforms (BigBasket, JioMart, Ratnadeep). The company serves an estimated 2M+ consumers. Marketing relies on content (Organic Lifestyle blog), social media (Facebook, Instagram, Twitter, YouTube), and consumer/farmer testimonial storytelling. Private funding of approximately $17.3M was raised across 2006–2016 from Peepul Capital and VenturEast.

Name

24 Mantra Organic

Legal name

Sresta Natural Bioproducts Pvt. Ltd.

Website

https://24mantra.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

24 Mantra Organic is an India-based organic food company (Hyderabad, founded 2004) selling 100+ certified organic staples, snacks, and superfoods sourced from 34,000+ farmers across 10 states to health-conscious Indian consumers via D2C, quick commerce, and retail channels.

Ownership category

akta.pro rank

Product category

Organic Food Products

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

akta.pro secondary industries

Organic & Natural Packaged Grocery Wholesale (AFAIAJAB), Organic Bulk Foods, Grains & Nuts Wholesale (AFAIAJAH)

Keywords

• Organic food products
• Cold pressed oils
• Organic spices
• Organic pulses and grains
• Organic snacks and millets

Headquarters

HQ city

Hyderabad

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Organic Food Product Sales: 24 Mantra Organic generates revenue through the sale of organic food products including cereals, flours, cold-pressed oils, dals, millets, spices, super foods, sweeteners, snacks, dry fruits, and salts. Products are sold through direct-to-consumer e-commerce, quick commerce platforms, marketplaces, and modern retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

24 Mantra Organic, operated by Sresta Natural Bioproducts Pvt. Ltd., manufactures and sells a broad portfolio of certified organic food staples — including cereals, flours, cold-pressed oils, dals and pulses, millets, spices, super foods, sweeteners, traditional snacks, chikkis, salts and dry fruits — sourced from over 34,000 contracted farmers across 10+ Indian states. Products are sold through the company's own D2C e-commerce site, quick commerce and marketplace platforms, modern trade, grocery partners and HoReCa / export channels, with end-to-end batch-level traceability from farmer plot to finished pack.

Product overview

24 Mantra Organic is a portfolio of over 100 organic food products spanning multiple categories including cereals and rice, flours, cold pressed oils, dals and pulses, millets, spices and masalas, superfoods and quinoa, sweeteners, traditional snacks, chikkis, salts, and dry fruits and nuts. The company operates through a network of 34,000+ farmers across 10 states, cultivating over 1,90,000 acres of organic farmland. A notable product feature is the 24 Mantra Organic Traceability system that enables consumers to trace product origins from farm to fork. The company is positioned as a Vedic farming-inspired organic food brand and was acquired by ITC to expand its organic foods division in India's organic foods market valued at ₹10,000 crore.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Cereals and Flours (wheat atta, rice, ragi, jowar, bajra and other millets) Certified organic whole grains, flours and millets for daily Indian household cooking, including atta (wheat flour), organic rice, ragi, jowar, bajra and other millets for chapatis, porridges and traditional recipes. Targeted at health-conscious urban households seeking chemical-residue-free staples.
• Organic Cold-Pressed Oils (sesame, groundnut, coconut, mustard, sunflower) Cold-pressed certified organic edible oils in variants such as sesame, groundnut, coconut, mustard and sunflower, processed in-house to retain nutritional quality. Sold to households for everyday cooking and for traditional and health-oriented recipes.
• Organic Dals and Pulses (toor, moong, urad, chana and others) Certified organic dals and pulses including toor, moong, urad, chana and related varieties for everyday Indian cooking. Targeted at households that want residue-free protein staples with verified organic origin.
• Organic Spices Certified organic whole and ground spices for Indian cooking, marketed to households seeking residue-free versions of everyday spices with batch-level traceability.
• Organic Sweeteners (jaggery, honey, sugar) Certified organic sweeteners including jaggery, honey and unrefined organic sugar positioned as healthier, traceable replacements for refined sugar in daily use. Sold to health- and wellness-conscious households.
• Organic Traditional Snacks and Chikkis Ready-to-eat organic snack range including traditional formats such as murukku, khakhra and chikkis, made from organic ingredients. Targeted at consumers who want certified organic options for tea-time snacking and on-the-go consumption.
• Organic Super Foods (millets, health mixes and similar functional ingredients) Certified organic super foods and health-mix variants (including millets and similar functional ingredients) marketed as functional everyday nutrition for health-focused urban consumers.
• Organic Salts and Dry Fruits Certified organic salts and dry fruits sold as premium pantry additions for health-focused households and gifting use cases.

Quantifiable outcome

• 2M+ consumers served across India
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• ITC LimitedcoreStrategic or Co-development Partner · 1 January 2025ITC Limited acquired 24 Mantra Organic (Sresta Natural Bioproducts Pvt Ltd) as part of its strategic expansion into the organic foods sector. The acquisition is valued at 2-3x revenue and aligns with ITC's strategy to grow its FMCG revenue to Rs 50,000 crore. 24 Mantra Organic's network of 27,000 farmers, 100+ products, and presence across 10 states strengthens ITC's position in India's ₹10,000 crore organic foods market.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Organic India: Organic India is one of the largest branded organic food and herbal supplement companies in India, offering organic staples, teas, and supplements across retail and D2C channels. Now owned by Tata, it competes head-on with 24 Mantra in Indian organic packaged groceries and shares the same certification-driven trust narrative.
• Organic Tattva: Organic Tattva is an Indian organic staples brand selling organic dals, rice, flours, spices, and millets through retail and e-commerce. It overlaps directly with 24 Mantra's core SKU set and target health-conscious urban consumer base.
• Conscious Foods: Conscious Foods is a Mumbai-based organic and natural foods brand selling staples, millets, and snacks across D2C and modern retail. It targets the same premium health-conscious urban consumer segment as 24 Mantra.
• Zandu Pure (Emami): Zandu Pure is Emami's branded honey, ghee, and organic/natural foods portfolio. It competes directly with 24 Mantra in organic sweeteners, oils, and staples and benefits from Emami's FMCG distribution scale.
• Down to Earth: Down to Earth is an Indian organic foods retailer and brand offering certified organic staples, fruits, and groceries via physical stores and online channels. It directly overlaps with 24 Mantra's product mix and consumer segment.
• Safe Harvest: Safe Harvest supplies pesticide-free and organic staples (dals, rice, millets, spices) through farmer cooperatives and modern retail. It competes with 24 Mantra in organic pulses and grains via similar direct-from-farmer sourcing models.

Broad incumbents

• Patanjali Ayurveda: Patanjali is a large FMCG conglomerate with a deep organic/natural product portfolio including staples, oils, spices, and ghee. While not purely organic, it competes with 24 Mantra in the natural-foods space at mass-market price points via its massive distribution network.

Others

• ITC Limited (FMCG organic portfolio): ITC is now the parent company of 24 Mantra Organic, but also sells competing organic and natural products under brands like ITC Naturale and Aashirvaad Organic. As the acquirer, ITC is the most relevant incumbent for understanding distribution and competitive dynamics post-acquisition.

Emerging players

• BigBasket (Supermarket Grocery Supplies): BigBasket is a large Indian online grocer that both distributes 24 Mantra Organic SKUs and competes via its own private-label organic range. It represents the emerging online-first grocery channel where 24 Mantra both benefits (distribution) and faces (private-label competition).
• Himalayan Ora: Himalayan Ora is an emerging Indian premium organic brand offering cold-pressed oils, honey, and Himalayan-sourced staples. It targets a similar premium organic health consumer with an overlapping product set, particularly in oils and sweeteners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/24mantraorganic
• YouTubeyoutube.com/channel/UCtk5SRxA4Y0COJSWYKGfc7Q
• Facebookfacebook.com/24MantraOrganic
• Instagraminstagram.com/24mantraorganic/?hl=en
• LinkedInlinkedin.com/company/24-mantra-organic---india

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds7 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 24 Mantra Organic