This strategic move is part of their broader global expansion strategy, with a keen focus on serving the Indian diaspora in key international markets such as the USA, Australia, the UK, and Dubai
Two Brothers Organic Farms, the brainchild of fourth-generation farmers Satyajit and Ajinkya Hange, is embarking on an exciting journey of expansion into the United States. Their ambitious plan involves tapping into the vast potential of the Indian Diaspora, comprising approximately 2.7 million individuals, scattered across the US, reported freepressjournal.in.
This strategic move is part of their broader global expansion strategy, with a keen focus on serving the Indian diaspora in key international markets such as the USA, Australia, the UK, and Dubai. Their goal? To secure a substantial 20% share of Brand Gross Merchandise Value (GMV) and achieve projected sales of Rs. 50 crores by 2025.
To kickstart this exciting venture, the Hange brothers are gearing up for a customer outreach tour across several US cities, spanning from September 20 to October 30, 2023. Their journey will commence in San Francisco and San Jose on September 20, cities boasting Indian populations of over 25,130 and 72,660, respectively. From there, they’ll make their way to Los Angeles on September 30, home to more than 100,450 Indians. On October 7, they’ll arrive in Austin, with a significant Indian populace of 33,760, and then journey to Houston on October 11th, where they aim to connect with its 150,000-strong Indian community.
The culmination of their tour will be in the vibrant and diverse hub of New York City, where they’ll conduct outreach programs targeting more than 711,170 Indians and other communities. These engagements will take place from October 18 to 30, offering a fitting conclusion to their mission.
“We are thrilled about our expansion and the opportunity to connect with the Indian Diaspora in the US. Our mission is to collaborate with environmentalists, advocates, and fellow farmers to promote Indian cuisine for health and well-being. We aspire to present Indian farms as primary sources of nourishing sustenance. In the backdrop of 2023 being the International Year of Millets, we are determined to enlighten the masses about the manifold benefits of incorporating millets into our daily diets.”
— Satyajit and Ajinkya Hange
The co-founders are determined to promote their line of organic products, including revered items like cultured ghee, wood-pressed oils, and natural sweeteners like jaggery—integral components of the Indian diet. Their engagement strategy involves reaching out to diverse audiences through farmers’ markets, schools, and home meetups, fostering discussions about organic farming, India’s rich culinary heritage, and overall wellness. Alongside this, they plan to introduce healthy alternatives to traditional snacks, such as laddoos, millet-based breakfast and snacks, and Nutri bars crafted from natural ingredients.
In an effort to build a sense of community among like-minded individuals from various Indian backgrounds like Gujaratis, Punjabis, Telugus, Tamilians, and more, the brothers will also conduct sessions on meditation and yoga. Additionally, they’ll offer Indian culinary classes to further immerse the diaspora in the flavors of their homeland.
Furthermore, the Hange brothers are committed to addressing concerns surrounding India’s recent export bans on rice and wheat. They aim to educate the Indian diaspora in the US about the potential of millets as a sustainable alternative.
With boundless enthusiasm, Satyajit and Ajinkya Hange expressed, “We are thrilled about our expansion and the opportunity to connect with the Indian Diaspora in the US. Our mission is to collaborate with environmentalists, advocates, and fellow farmers to promote Indian cuisine for health and well-being. We aspire to present Indian farms as primary sources of nourishing sustenance. In the backdrop of 2023 being the International Year of Millets, we are determined to enlighten the masses about the manifold benefits of incorporating millets into our daily diets.”
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