India's FMCG landscape is undergoing a massive transformation, with consumers increasingly prioritizing purity, health, and transparency in their everyday purchases. Amid this evolving market, Jivana, the B2C brand of Godavari Biorefineries Limited under the Somaiya Group, has carved a distinct niche. Founded with a clear mission to offer pure, unadulterated staples to Indian households, Jivana has swiftly gained recognition for its ethical sourcing, sustainable practices, and unwavering commitment to quality. The brand’s dedication to delivering chemical-free, minimally processed products has resonated with health-conscious consumers seeking authenticity and transparency in their food choices.
This FMCG brand has strategically aligned itself with five major trends shaping the Indian market — the shift to packaged products, heightened hygiene and safety concerns, demand for transparency and assurance, the growing influence of social media, and an increasing preference for health-focused offerings. By embracing these trends, Jivana is not only meeting consumer expectations but also redefining standards in the packaged staples segment.
The fast-moving consumer goods (FMCG) sector in India is experiencing a monumental shift. According to a report by Custom Market Insights, India's FMCG Market is expected to record a CAGR of 21.8 percent from 2025 to 2034. In 2025, the market size is projected to reach a valuation of $211 billion. By 2034, the valuation is anticipated to reach $1178 billion.
Swati Shukla, Head - Food and Farms (Jivana) at Godavari Biorefineries Limited said, “The Indian FMCG market is rapidly shifting towards packaged products driven by hygiene, health consciousness, and consumer awareness. At Jivana, we align with this trend by ensuring purity, adopting hygienic packaging, and empowering consumers to verify quality themselves.”
Competing in a Crowded Market Despite intense competition in the FMCG sector, Jivana’s adherence to quality and transparency gives it a unique edge. The brand refuses to cut corners, even when cost savings are possible. For instance, unlike many competitors who add sugar or preservatives to extend jaggery’s shelf life, it remains committed to chemical-free processing, prioritizing consumer health over profit margins.
“Jivana stands out through ethical sourcing, unwavering quality, and a deep-rooted commitment to sustainability — practices we have upheld long before they became industry buzzwords. We never take shortcuts, ensuring purity in every product while empowering consumers with awareness. This dedication has fueled our growth and earned the trust of those who value authenticity,” Swati stated.In the past three years, Jivana’s revenue has grown fivefold, crossing the Rs 100 crore mark. The brand’s strategic focus on expanding both geographically and across retail channels is expected to sustain this growth trajectory.
In the past three years, Jivana’s revenue has grown fivefold, crossing the Rs 100 crore mark. The brand’s strategic focus on expanding both geographically and across retail channels is expected to sustain this growth trajectory.
Jivana’s sales are divided into two primary categories: General Trade (GT) and a combined segment of modern trade, e-commerce, and quick commerce. Currently, 70 percent of its sales come from general trade, which includes Kirana stores, mom-and-pop shops, and local retailers. The remaining 30 percent is driven by modern trade platforms, e-commerce sites, and quick commerce services, reflecting a growing consumer shift toward organized retail.
Swati emphasized, “We aim to expand Jivana’s reach across our existing seven states, not just in Tier I cities but also in Tier II and III towns. Consumers in smaller cities are increasingly health-conscious, and we want to make Jivana products available to them through multiple channels.”
Jivana products are already available on leading platforms like D-Mart, Reliance, Big Basket, Swiggy, Zepto, and Blinkit. The brand is further strengthening its presence across all major retail touchpoints to ensure seamless accessibility.
Indian consumers are becoming increasingly aware of the hygiene and safety advantages of packaged products. While loose staples once dominated the market, packaged sugar and jaggery are now witnessing higher demand. Jivana has been a pioneer in this shift by emphasizing hygienic packaging and untouched-by-hand processing.
“Commerce today is not just about selling; it’s about building trust, adapting to evolving consumer behaviors, and leveraging digital platforms to create seamless experiences. Brands that embrace innovation and transparency will lead the future of retail,” Swati noted.
Jivana’s product innovation reflects its dedication to consumer health. One of its flagship products, sulphur-free refined white sugar, offers 100 percent purity by eliminating harmful traces of sulphur typically found in conventional sugar. Additionally, its natural brown sugar is enriched with essential minerals like magnesium and calcium, catering to health-conscious consumers.
Swati highlighted, “If your jaggery is filled with chemicals, you might as well have plain sugar. Our jaggery, purified using ladyfinger extract with no chemicals or added sugar, stands out as a healthier alternative. Naturally dark brown and rich in minerals, it enhances both flavor and well-being.”
Sustainability and ethical sourcing are integral to Jivana’s operations. Collaborating with over 35,000 farmers in North Karnataka, the brand ensures fair wages and promotes sustainable farming practices. Through its research arm, K. J. Somaiya Institute of Applied Agricultural Research (KIAAR), Jivana provides farmers with guidance on soil health optimization and reducing chemical use.
“Jivana’s supply chain is built for efficiency and freshness, from our large sugar mill in North Karnataka to our extensive distributor network. With real-time inventory tracking and optimized logistics, we ensure that pure, high-quality products reach retailers and consumers seamlessly,” Swati explained.
Jivana plans to deepen its presence within its existing seven states—Maharashtra, Gujarat, Rajasthan, Madhya Pradesh, Karnataka, Andhra Pradesh, and Telangana—by expanding into Tier II and III cities. Its goal is to increase product accessibility across all retail channels, including modern trade, general trade, and e-commerce.
“For now, we’re focused on strengthening our presence in the current markets. Once we achieve saturation, we will explore further geographical expansion,” Swati concluded.
Jivana is also eyeing international expansion, targeting regions with a significant Indian diaspora where authentic Indian staples like jaggery and spices are in high demand. With its unwavering commitment to quality and sustainability, Jivana is well-positioned to become a household name in both domestic and global markets.
Source: indianretailer.com
