It was on October 3, 2019 during his visit to Almora in Uttarakhand on a work assignment that Pravin Shah stumbled upon wholesome food and produce from the mountains. He never knew anything about Almora before then. After this visit, he and his wife, Shweta continued to be in touch with these women farmers.
It was their spirit and energy that touched the Shahs, who really felt that they could do something with these resources and knowledge. Inspired by the sheer grit and gumption of the Pahadi women farmers, and anchored to the natural miracles of the Himalayas and envisioning a world of wellness, the husband wife duo weaved an eternal story – The Pahadi Story.
Pravin recalls, “We believed that growth and goodness are the two axis of an empowering equilibrium. And from it, was born The Pahadi Story – a brand committed to enabling and empowering. A brand that builds lives and generates livelihoods.”
Himalayan hurdles
The idea of bringing Himalayan purity to conscious urban consumers and empowering livelihoods seeded the idea.
But the journey was not without hurdles. Every start-up has its challenges – sometimes capital, sometime execution and sometimes a good team. But the Shahs were lucky – maybe with good intent, everything was coming together.
Pravin adds, “While we had the product idea, it was imperative that great minds and experts become part of the venture too and also those who believe in the larger purpose. We were lucky to have surrounded ourselves with equally passionate team mates who are now working with us day in day out.”
Producing in the Pahadi region was challenging too, in terms of logistics and resources. The team not only learnt and adapted to the region but also transformed the thinking and working patterns of the farmers.
Speaking about quality and traceability, Pravin informs, “Our raw materials are sourced from select few farmers, those trained to meet the quality expectations set by our experts. Quality of products is maintained at all times by set processes of our technologists from sample collection, processing and packaging. We are also in the process of implementing new age tech for traceability.”
The Pahadi Story stands for wellness and holistic health. The product line will cover all aspects of holistic health – Immunity, Energy, Mind, Body and Soul along with experiences.
Immunity blends and herbal infusions
Currently the brand has Immunity Blends (Himalayan Kadha & Haldi Mix) – these 2 are its marquee products and have been well appreciated by consumers. The Pahadi story also offers 9 unique offerings of Herbal Infusions. All products are undergoing organic certification.
Sharing his insights on how Covid-19 has changed the organic market scenario, Pravin says, “The pandemic has shaken up nearly every consumer category, influencing new consumer behaviours, stifling entire industries and inspiring growth in others, including pockets of the health sector. These new behaviours rely on the power of the internet to maintain human connection and interaction.”
As consumers comply with social distancing recommendations, the home has become the centrestage for everything from eating and socialising to working and working out. Health has emerged as a key focus for consumers readjusting to their “new normal.” And after months of social distancing, consumers’ approach to fitness and overall wellness may be permanently altered, experts say.
Pravin adds, “I believe that this pandemic has made us aware that taking care and control of our own health and that of our families is even more critical than before.
Keeping this awareness in mind, consumers want to take preventive measures by eating clean and wholesome food and this has given a boost to the organic food sector. In the current situation, consumers are moving towards organic food, plant based and nutrition rich diets. This is not a trend, this is a behaviour and habit change inculcated with the fear of disease.”
The brand has received enquiries from US and UK but the team is awaiting the organic certification before exploring exports.
