Now, relish branded tribal cookies
It'’s not any multinational food company but tribal rookies from Panchmahal district of Gujarat who are all set to give organised cookie makers a run for their money.
Riding on natural ingredients and key attributes of being rich in calcium, protein, and omega 3 fatty acids, retail giant Future Group has unveiled the first of its many products Nutraceutical Cookies in Ahmedabad. The USP: the cookies are developed by three tribal women innovators from Panchmahal in Gujarat.
What's more, these patented cookies are made from natural ingredients under the four categories of Anaj, Cornif, Kodri and Farari, and are rich in calcium, protein, omega 3 fatty acids, dietary fibre, phosphorus and iron, its bio-active and antioxidant compounds.
The cookies will be available in two pack sizes of 100 grams and 200 grams at all Big Bazaar and Food Bazaar stores. Starting with the six Big Bazaar outlets in Ahmedabad, the product will be sold in across Big bazaar outlets in India soon.
The products have been unveiled by Future Group in association with National Innovation Foundation (NIF) under the aegis of their 'Khoj lab- India ka Idea' initiative.
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With a memorandum of understanding (MoU) being signed between them in December 2010, the tie-up will result in more such launches in the coming months, said Future Group.
"We will be launching three more such innovations that are derived from grassroots level innovators from NIF this year. Some of the products that we are keen to launch would come under the categories of luggage, food and home appliances among other categories. We as a retail brand are excited to be part of this initiative through which grassroots level innovators can market indigenous innovations," said Ashni Biyani, daughter of Future group MD Kishore Biyani and overseer of the 'Khoj Lab' initiative.
Under the ‘Khoj Lab’ initiative, the retail group intends to commercialise products made by innovators from across the country with the help from NIF.
36 products have been identified by the retail group which the NIF will help in terms of value addition, which the group plans to then market in their Big Bazaar outlets. Also, being high in natural ingredients these cookies can be eaten during fasts as well.
Meanwhile, with the patent for the product has been filed by NIF, revenue for the products will be disbursed under the benefit –sharing model to representatives of the tribal community from Panchmahal district.