Indian Food Company To Launch Organic Food Brand

India’s LT Foods says the Ecolife brand of organic staples it plans to launch through its subsidiary Nature Bio Foods Ltd. will contribute up to Rs 5 crore ($1.1 million) in revenue in 2011. The brand will launched in 10 Indian cities starting in the second quarter of the company’s fiscal 2011-12. According to the company, Ecolife will target affluent, health conscious consumers willing to pay premium prices for organic products. Staples included in the brand initially are rice, flour and pulses, to be followed by cereals, oil seeds, spices, nuts, dry fruits and rice-based and multi-grain organic snacks. The Indian market for organic foods is pegged at about Rs 40 crore ($9 million).