Do we ever have second thoughts before we put a morsel of adulterated food in our mouth or sip through a glass of contaminated water to quench our thirst? Leave food and water, but even the air that is freely available and needed so much to survive, is not spared “ it’s also loaded with carcinogenic particles and poisonous gases.
Western economic model has industrialised the food sector. The motto is mass production at lowest cost, resulting in using chemical fertilisers and pesticides beyond limits. Corporatisation in food sector creates the demand for cheap food which is taking toll on both sides. The lives of farmers are getting miserable day by day and on the other side consumers are facing terrible health problems like cardio vascular diseases, obesity, stress and mental instability all due to adulteration in food products.
Food, by default, should be pure and healthy, free of adulteration or harmful ingredients. ‘Say no to adulterated food’, ‘Stay fit, stay young’ - with slogans like this Aaskin has stepped into Goa. “The world of Aaskin is the world of pure happiness and pure health”, claims Arup Chakraborty, director, Aaskin Commodities Pvt Ltd that holds their store at Margao.
“Aaskin is a solution for conscious healthy living by providing nutritious food in its purest form and also creating the opportunities for individuals in today’s jobless growth,” states Chakraborty.
“The food material that is available in the market today could be adulterated. It effects our health adversely and makes us ill. To avoid this, we are here with unadulterated essential foodstuff, right from rice to spice, oil to salt and much more “ right at your doorstep,” he adds.
With modern lifestyle, one has access to everything, every luxury on this earth but one cannot buy health. “But here we are with a healthy solution,” smiles Nakkul Parab, director, Aaskin.
“Swati Prabhu, my wife and founder of Aaskin suggested that we start our marketing outlet in Goa for health conscious Goans who can be easily educated on healthy food habits and since rice is the staple food here, we began with rice,” shares Chakraborty.
Speaking on Aaskin’s food basket, Chakraborty counts the food ingredients they currently offer “ 1121 Himalayan Basmati rice, unpolished toor dal, sulphur free sugar, brown sugar, coconut sugar, filtered oil, Bilona ghee of Indian breed cow, hand ground spices like chilli and turmeric, cardamom, cinnamon, black pepper, cloves, hing (asafoetida), Himalayan rock salt, wild honey, etc.
Unlike any other brand that’s entering the Indian commodity market, Aaskin has adopted an altogether different policy. Their transparency policy would make it possible for the customers to know the farm from where their food comes, how safely it is grown and how hygienically it is picked up and packed before bringing it to their doorstep.
Aaskin believes in distribution of wealth, believes in creating entrepreneur opportunities. Under their robust growth plan they plan to bring chicken farm, A2 Indian breed cow farm, wheat flour stone mill and cold pressed oil mill to Goa. “All these will be under 24/7 camera surveillance and will be live on our website. We invite youth of Goa to join us as an entrepreneur and be self-reliant,” quips Parab.
Aaskin will be commencing their online booking order system shortly. “This would help people from any part of Goa to connect with them and order their requirements instead of visiting us personally,” briefs Hazel Fernandes, manager at Aaskin.
Hazel points out that currently Aaskin has a data of around 2000-odd clients “ some of them are walk-in customers and others repeat customers who have purchased once and having liked the quality became regulars. “This is since we opened our outlet around six months ago,” she briefs.
Aaskin has ambitious plans “ to connect health conscious persons from Goa to each other and to Aaskin website. All sorts of activities will continue through this website. Linking the consumer to the farmer, educating each other on healthy food and even sharing tips of healthy recipes would be a part of this bigger plan.
Chakraborty elaborates, “Our registration drive begins shortly wherein you can register yourself to start a healthy life for you and your family. Our goal is to reach 5000 members club. The moment we reach this figure, we shall begin producing locally. We shall begin making cold pressed oil in Goa, grinding spices and rearing cows in gaushalas. Now we collect our products from various places where they are manufactured, the way we want them to be. We shall link our members with our website which will display our activities live.”
Aaskin brings a sustainable solution to these problems. Each and every product will be grown/produced locally in Goa. Those which cannot be grown/produced in Goa will be procured from the best resource, that too under stringent supervision of independent agro lab. “We are aiming for a truly fit and self-reliant Goa,” concludes Chakraborty.
