Surya Shastry, Managing Director, Phalada Organic Consumer Products, shares insights into the changing landscape of conscious consumption in India, the growing demand for transparency in food sourcing, and the operational realities of building a scalable organic café model.
As India’s organic food movement evolves beyond packaged products and pantry staples, brands are increasingly exploring experiential formats that allow consumers to engage more deeply with mindful eating and ingredient transparency. Pure & Sure Café & Store, a farm-to-table café and retail concept by Phalada Organic Consumer Products, is creating a more immersive, approachable organic food experience for the modern Indian consumer.
Sharing how the cafe is an extension of the brand, Shastry mentions, “At Pure & Sure, we’ve always believed that trust in food is built through experience, not just labels on a pack. Over the years, many customers wanted to understand where their food comes from and how it reaches their kitchen. Pure & Sure Café & Store was created to bring that journey alive in a more immersive and approachable way. The café allows people to experience fresh, comforting everyday meals made with ingredients they can trust. It’s not just about dining, but about reconnecting with food more mindfully and transparently.”
India has the highest number of organic farmers globally, accounting for nearly 30% of total organic producers worldwide. He highlights, “Consumer awareness around organic food in India has evolved significantly over the years. Earlier, organic was seen as a niche choice, but today, consumers are far more informed and conscious about pesticides, sourcing, processing, and long-term health. There’s also a clear shift from simply buying products to seeking experiences that align with their values. People today want transparency, authenticity, and a deeper connection with the food and brands they trust.”
“One of the biggest gaps we noticed was the lack of spaces where people could truly experience organic food beyond retail shelves. Pure & Sure Café & Store was created to bridge that gap — a space where people can dine, shop, and connect with organic living in a way that feels simple, practical, and everyday,” he adds.
With growing consumer awareness, ingredient transparency is no longer a bonus — it is becoming an expectation. However, as Surya Shastry points out, farm-to-table operations require deep integration across sourcing, processing, and quality control. “At Pure & Sure, we have spent over 25 years building long-term relationships with farmers and sourcing networks. Every batch undergoes rigorous quality testing, and traceability remains central to our ecosystem. For us, organic is not a marketing claim, but a foundational part of how we operate as a food brand,” he says.
Further, he adds, “ Certifications offer consumers assurance that the food has met defined standards and processes. At the same time, trust is also built through transparency and consistency over time.
The cafe has become a space to understand how organic food can become a lifestyle. He informs, “We strongly believe that healthy food should not feel restrictive or intimidating. One of our key focuses at the café has been to make organic food approachable, flavourful, and comforting for
everyday consumers. People ultimately return for taste and experience, so while ingredient quality is non-negotiable for us, we also pay close attention to familiar flavours, comforting recipes, and balanced menus that appeal to a wider audience. Organic food does not have to feel niche; it can be simple, enjoyable, and part of everyday dining.
Organic ingredients often come at a premium. Speaking on menu pricing while maintaining quality, he shares, “ Organic ingredients naturally involve higher sourcing and operational costs, but we believe clean food should not feel exclusive. Our approach is to balance quality with accessibility through careful sourcing, seasonal menus, and efficient operations. The aim is to create long- term value for consumers while ensuring the café remains commercially sustainable without compromising on ingredient integrity.
He opines, “Running an organic café involves challenges that go beyond conventional food operations. Seasonal variability, sourcing consistency, shorter shelf life of ingredients, and maintaining strict quality standards require greater planning and operational discipline. While farm-to-table concepts can scale across India, success depends on staying rooted in local food cultures, building strong farmer networks, and maintaining transparency and regional relevance.”
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