could cure, he had mixed feelings. “It seemed too good to be true,” he said. So
he sat outside the doctor’s office interviewing patients who were coming in and
out. After a week of doing this, he knew that Dr. Singh was legitimate and he
approached him to see if he’d be interested in licensing his formulas. This
“We want to make sure our products not
only contribute to the wellness and health of the
found a dry steam process that was
effective, and met organic regulations.
Every Tea Has a Story
Besides the technical obstacles, another challenge Organic India struggled with is communicating the
incredible message behind its products. “Prior to the U.S. launch of our
new 18-flavor Tulsi tea line in October
2007 we had some boxes mocked up,
consumer but also touch the
but they seemed to be missing something,” said Ken Vickerstaff, U.S. CEO.
heart, and serve as a vehicle for
“Then at the Tulsi Festival in India, we
were meeting the farmers who work for
consciou”sness.”
Organic India and my colleague leaned
over and said, ‘It’s about the farmers.
That’s it; that’s who we are’.”
time, however, it was the doctor who questioned Mitra’s intentions, thinking They let go their old marketing
that he was just like all the other big corporations that had approached him company and hired Pure Branding, an
over the years looking to make a quick buck off his research. But after eight agency that works exclusively with or-
months of dialogue with Dr. Singh, Mitra was able share his vision with the doc- ganic and natural companies, which
tor and prove his authenticity—like he did with the Tulsi farmers—promising started from scratch to create a new
that he would never compromise quality for commercial reasons. Today, Dr. brand identity for the company.
Singh is the director of research and development for Organic India and has “To communicate Organic India’s
helped create a line of 21 suppliments based on traditional Indian medicine. mission we needed to establish a con-
Ask anyone involved in the herb business and they will tell you that main- nection between East and West; not as
taining high quality with herbs produced in commercial amounts is a very deli- nations, but as individuals with the
cate balancing act. “There are specific times of the year, even times of the day, shared purpose of conscious change,”
when each herb needs to be harvested. Then dehydration must take place the said Dan Mishkind, principal of Pure
same day and the temperature must be low enough to preserve the quality, but Branding. “Other companies objectify
high enough to get water levels down to 7 percent so microbes can’t grow, ” farmers, romanticizing them as part of
Mitra said. “It took over four years of very careful and honest research and a the background. To create this connec-
large investment to develop our unique technologies to process the herbs so tion, we had to bring the people of
when the product gets to the end consumer it’s the highest potency possible.” India to the forefront, making sure that
Organic India also spearheaded new
technology to develop the first organic
Whatis Tulsi?
In Hindu households, Tulsi is honored as an embodi-
psyllium, a soluble fiber that is the base
ment of the goddess Vishnu, who gives life and wellness.
of the company’s Fiber Harmony Line,
Called the “Queen of Herbs,” Tulsi has been revered in
and is used in other organic products
India for more than 5000 years for its healing properties.
as a functional ingredient. Prior to Or- Today, there are over 6000 pages of clinical substantia-
ganic India’s breakthrough, organic tion to back up this centuries-old claim.
“Modern scientific research offers impressive evi-
psyllium was thought to be impossible
dence that Tulsi reduces stress, enhances stamina, relieves
because the conventional fiber is com-
inflammation, lowers cholesterol, eliminates toxins, pro-
monly cleaned via a fumigation process
tects against radiation, prevents gastric ulcers, lowers
using methyl bromide, then is sterilized
fevers, improves digestion and provides a rich supply of
with ethylene oxide. But, because it’s antioxidants and other nutrients. Tulsi is especially effec-
an important wellness supplement that
tive in supporting the heart, blood vessels, liver and lungs
and also regulates blood pressure and blood sugar.”
would provide jobs for their farmers,
—Dr. Ralph Miller, former Director of Research
Organic India invested in finding a way
for the Canadian Dept. of Health and Welfare
to make it possible and eventually
