PUBLISHED
November 24, 2024

KARACHI:

Demand for organic baby food is increasing as Pakistan’s population grows more health-conscious. Nowadays, parents are more aware of what they feed their kids, especially babies when they are still developing. This growing concern is reflected in Pakistan’s organic infant food business, which combines traditional and contemporary health practices.

Providing your child with the best and most healthy diet is the first priority of parents, no matter how much effort and struggle it requires. Young mothers nowadays take great care to feed their newborns organic food to help boost their immunity and control their intake of items that can cause them health issues later in life.

One such mother is Rida Riaz, who, back in 2022, started searching for organic food options for her firstborn and ended up setting up a small business to help mothers like her who are struggling with food options for their children.

“When my son Zydane was born, I started searching for options for him in Pakistan when he reached the age to start solid food, and what the world consuming, I got to know about ‘Ragi’ (also known as finger millet), which is a highly nutritious grain that is a staple in many South Asian and African diets for centuries,” Riaz who is a software engineer by profession shared. She also said that when she researched more about the product in Pakistan, she found out that it is not available in the form of flour in the market in its authentic form but has been growing in different parts of Pakistan and India.

In its organic form, ragi is produced without the use of artificial fertilisers, pesticides, or genetically modified organisms (GMOs), guaranteeing that it is environmentally sustainable and devoid of dangerous chemicals. With its abundant vital nutrients, ragi is a great meal option, particularly for kids, expectant mothers, and anybody trying to lead a healthy lifestyle. Ragi contains 10% more calcium, iron, dietary fiber, protein, antioxidants, vitamins, and minerals. “It is already being produced and consumed in rural areas of the country but in raw form, and people don’t realise how beneficial it is for the diet,” she explained, adding that she and her husband started cultivating ragi for their son in a small village in Punjab and have been consuming the same.

“We are producing our own ragi seeds in a small land with the help of a local and using it for Zydane, but a few months back, I got connected to other young mothers who are also struggling for the same, and everyone doesn’t have resources to produce their own ragi seeds and use them for their children,” Riaz shared how the idea to launch the product in the market came to them.

Organic food products guarantee more nutritional content and safety, which satisfy the needs of parents who want to provide their infants with natural, healthful meals.
This move towards organic is a part of a global trend in Pakistan. According to market research agencies, sales of organic infant food are predicted to reach $12 billion worldwide by 2030.

The local market is starting to catch up, even if Pakistan is still in the early stages of this movement. “We realized that there is a demand in the market as almost all the big brands that even claim to have organic ragi flour have sugar and added flavors to it, and sugar kills the main idea of this product in general,” Riaz’s husband Ahsan Almani shared.

The husband and wife cultivate the seeds of their own in a small village land, and then from sprouting to germination, from malting to grinding, everything is done by themselves. “When the ragi seeds are processed through these steps, their nutrient value increases, we have got the final product tested from PCSIR, and the results show a 10% increase in the nutrients,” Almani shared.

Ragi flour is a natural source of iron that helps in the cognitive development of the child, it is also gluten and lactose-free, which is ideal for children who are lactose intolerant and can help them manage allergies. Sprouted Ragi Powder is a scientifically proven superfood specially crafted to meet the nutritional needs of babies and young children. It’s a natural combination of nutrition, with 10 times more calcium, iron, protein, and fiber than wheat and rice.

This unique combination supports strong bones, sharpened minds, healthy teeth, and optimal growth during your child’s critical early years. “Iron-rich and a natural source of Vitamin D, Sprouted Ragi Powder helps prevent deficiencies commonly seen in children. It boosts hemoglobin levels, supports cognitive development, and strengthens immunity, ensuring overall healthy growth,” the young mother explained.

The sprouting process enhances its nutritional value significantly, breaking down anti-nutrients like phytates and increasing the bioavailability of vital minerals like calcium, iron, and zinc. This ensures that your child gets the maximum benefit from every serving. Plus, its improved digestibility makes it gentle on tiny stomachs, reducing the risk of colic or indigestion.

Ragi is entirely gluten-free and lactose-free, making it safe for babies with food sensitivities or allergies. It’s high in dietary fiber, promoting healthy digestion and preventing constipation, a common concern in young children. “Unlike refined or processed foods, Sprouted Ragi is 100% natural and free from artificial additives, preservatives, or chemicals. It’s a holistic, nutritious food that aligns with modern parents’ preference for clean, wholesome nutrition,” she explained.

Riaz, who has done extensive research, found out that ragi flour, which can be used as an alternative to cerelac, is recommended from 6 months onward, it can be consumed by grandparents, grandchildren, or any person in between. Sprouted Ragi Powder is versatile and easy to prepare, from porridge to pancakes, cookies, laddoo, and more. It provides sustained energy and supports healthy weight gain, making it ideal for fussy eaters or underweight children. “I made porridge for Zydane, it needs to be cooked 2-3 minutes until the desired consistency is obtained, it can be used 2-3 spoons in a cup of milk or water however you like, similarly, from the powder one can make flatbread and can be consumed by elders as well,” the software engineer shared adding that her mother-in-law and father-in-law are consuming ragi flour pancakes since last few weeks and their blood sugar levels have gone down that they do not require the medication daily.

For active individuals and gym-goers, Sprouted Ragi Powder is a great source of plant-based protein and sustained energy. It helps in muscle recovery, promotes endurance, and can be easily added to smoothies, providing a nutrient-packed boost to your workout routine. “Individuals aged 60 and above, it promotes bone health with its high calcium content, helps manage weight with its natural fiber, while its natural properties help maintain balanced blood sugar levels and healthy blood pressure, making it an excellent choice for those looking to support their heart health and overall wellness,” Almani added.

Ragi seeds are grown in winter only, so they are produced and stored right now for the next year. “Right now, we started from our house where we wash the seeds 3-4 times and drain the excess water, then put them in any closed container and place them in an open space such as a terrace to get better results within 8-10 hours the grains sprouting starts and this is done to make sure that the seeds do not get infected,” Riaz explained the grinding procedure. Further, she said that after sprouting, they make sure the grains are dried well, so they roast them, which also enhances the taste of the flour.

After this process, the grains are ground the same as wheat flour, and a powder texture is formed that can be ready to be consumed in different forms such as Ragi porridge, chapati, cookies or cakes, and more. “With the current packaging, the 1kg with packaging and labor cost us between 1500-2000. We are creating work opportunities, supporting local products and Pakistan’s economy, and in the future, we will export it as well through Amazon and other e-commerce platforms,” Almani shared.

Currently, the business model is working through direct to consumers and business to business model. Mainly through social media and word of mouth, the product is selling, but shortly, they have a few distributors on board with whom contracts are made to supply our product to supermarkets. They have been under consideration to buy a small land of their own to produce the grains themselves as they aim to use 50-100 tons to start within the coming year. “The package of 230 gms of the flour costs 585 rupees right now while wheat of the same price is weighing 170 gms in the market,” she shared.

In Pakistan, organic ragi is not as common as wheat or rice, but its popularity is growing due to increasing awareness of healthy and alternative grains. Organic products can be found in selected health stores, organic shops, and e-commerce platforms. “Most of the big brands do have ragi available, but they are not pure as far as I have researched, which is why we set up a small setup for Zydane,” added Riaz. With its rich nutritional value and versatility, organic ragi is an excellent addition to a balanced diet, catering to health-conscious individuals and families alike.