There is a lot of contamination in the food we eat. Be it wax on apples, artificial colours on fruits and vegetables, pesticide contamination and more. And with people becoming more aware of what theyâ€™re eating, organic food has been gaining immense popularity.
But are organic vegetables and fruits pure enough?
A Hyderabad-based R&D firm YentraTech has developed a technology that can help change that. Tt has built an algorithm that purifies fruits and vegetables up to 95%. And this process involves nothing but water. Completely removing the use of chemicals.
Similar to the process of photosynthesis, it has built an algorithm that uses a combination of light, water and ozone.
The vegetables are placed inside the purifying machine. Once switched on, the process takes about 25-34 minutes. The control board of the machine it has built gives currents at appropriate times based on whatâ€™s being purified.
This process releases external contaminants at a molecular level, making the food product 95% pure.
While the detoxifying machine is just one of its products, to expand this further, YentraTech set up Purin Foods as a subsidiary to purify food products and sell them under the Purin brand.
Koshal Yerramshetty, Director, Purin Foods says that the process bring the food product back to its more natural state, thus making it healthier and helping it last longer.
The process is USFDA and FSSAI certified. While such technology exists from before, Purin claims to take it to a nano level.
The machines that it uses to purify are made in Patancheru near Hyderabad in Purinâ€™s own manufacturing unit.
Purin currently purifies fruits, vegetables, staples, and meat. And once purified, the vegetables become healthier. Meat such as chicken too, the company claims, cooks 40% faster and tastes better as well.
Purin currently operates in the B2B and B2C segment with operations currently in Hyderabad.
For its B2C segment, tt has an ecommerce website, app and it also takes orders over the phone. It also has a retail store in Hyderabad where it sells its purified food products.
It currently has about 450 users on its ecommerce platform and gets 10 orders a week from there. A lot more comes over phone and on WhatsApp.
The B2B business, however, is what bring more traction for Purin currently. It has about 10 clients, which are mostly restaurants and hostel canteens. It supplies everything from salt to squid for these clients.
Purin has warehouses in Bowenpally in Hyderabad, from where it gets its vegetables every morning. It is then purified and transported to the store and delivered to its customers.
Prashant Bandi, CEO of Purin Foods says that the pricing for their products are highly competitive. While they are about 5-10% more expensive that what you get on other online grocery places like Big Basket, they are at least 40-50% cheaper than the prices of organic vegetables.
Currently, B2B generates more revenue for Purin, bringing in nearly 75%.
Purin is currently purifying 500kgs of food products a day, which is 45% of its capacity.
Going forward, Purin wants to focus on growing its B2C business. Prashant says this is because though there is operational expense, there is quick realization in the B2C segment.
As part of the expansion plans, it plans on opening 25 more retail stores across India. It also wants to start three new lines of business, which is flowers, seeds and caffeine-free tea. It is currently experimenting with these new segments.
While being bootstrapped since inception, it is now looking to raise funds to fund its grand expansion plans.
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This article has been produced with inputs from T-Hub as a part of a partner program.