Showing posts with label Brand Values. Show all posts
Showing posts with label Brand Values. Show all posts

Monday, December 5, 2011

Beauty, indeed, is only skin deep

India has an undeniable affinity towards all things shiny. If you don’t believe me, check the quantum of revenue generated by gold jewelry in India or the fact that the fairness creams were the only recession proof products in India. Have you noticed how, even when you shop for groceries, you automatically move towards polished and uniform looking products?

As a result all pulses shine, all grains shine, all fruits shine, even vegetables, you guessed it, shine. But that is not how Nature designed it. Pick anything fresh from the field and it will not dazzle your eyes with polished awesomeness. But beauty, indeed, is only skin deep. Today we pick one such unfortunate basket that lost its sheen to the race of superficial beauty – unpolished wheat products.

It is sad that only well-heeled Indians switch to unpolished food when they are on a diet. Few realize that, apart from the lower fat content, there are many compelling reasons to eat this way. Quoting from a story published in The Hindu, a doctor once asked his students, “What was the single most important factor for the health of the nation at the beginning of World War II?” The answer, “Raising the amount of the grain used to make bread flour from 70% to 85%.” His next question was, “Who do you think made the most complaint about it?” The answer was, “The laxative companies.”

In 1880 the English flour mills began to produce a very fine white flour consisting purely of the endosperm of the grain, sans roughage, vitamins and minerals. The introduction of this very white flour and its very white bread was eagerly taken to by the masses of the country, as it was only the well-to-do who had white bread heretofore, it being very expensive to sieve out through fine muslin.

In 1900s, some twenty years after the introduction of this special white flour, there was this interesting new illness, coronary thrombosis, along with constipation, gastric ulcers, diverticulitis, varicose veins, gall-bladder problems and general ill-health. The one section of the community who knew something has changed was the grannies of English society who could not understand why they were now constipated. So worried were they that colonic washout clubs were formed to deal with the problem.

The other wonder product from the family is brown rice. Brown rice basically refers to unmilled and unpolished rice that we used to eat before rice started coming packed almost to our doorstep. Only the outermost layer, the hull, is removed to produce brown rice. This makes the rice retain all the natural nutrients. The most important benefit is that it prevents heart diseases because it tackles obesity, diabetes and cholesterol. Since the bran is never removed, it is also rich in essential oils and also helps maintain insulin levels.

Coming to the laxative properties, it prevents food from just sitting in your gut and letting the poisons and toxins to be produced by unhealthy anaerobic bowel bacteria. If you allow that to happen it can cause illnesses from acute appendicitis to bowel cancer especially of the large intestine and rectum.

Off late we also see a lot of effort to add the leached original goodness back to the products and sell them under “fortified” or “added fibre” categories. But that is, and can never be, as good as the real thing.

Coming back to beauty being skin deep, brown is rice is great for the skin. It is rich in vitamin E and the bran layer contains zinc and magnesium which can make the skin glow. Oh boy, I love irony.

Monday, December 13, 2010

Our Brand Values

If you’ve noticed, we recently changed our look to align better with our brand principles and brand values and are here for you with renewed resolve to bring you closer to nature. And we think this is a good time to let you in on what our brand really stands for and how.

For any brand, its values are its essence. The foundation pillars upon which the brand is built and grows. If the brand were a person, its values really are the personality traits that we identify any person with. They determine what direction the brand may take and what it might become as it grows. And that is why brand values are crucial to any brand at any stage of its lifecycle. 

So what are ProNature’s brand values? They are:
  • Integrity
  • Passion
  • Trust
  • Friendly
  • Competent
  • Caring
  • Inspiring

ProNature is completely transparent in all its operations and is quite open when it comes to sharing operational data. All this derives directly from ProNature’s belief in Integrity.

Easy access to organic food is one of ProNature’s highest priorities and it is our Passion for organic food and health that makes us believe that organic food must be easily available everywhere…not just is select ‘gourmet stores’ and large supermarkets. And we constantly strive to achieve this access.

ProNature does not offer even a single product that is not certified organic. None of the products are sold as ‘Natural’ or ‘Made with organic ingredients’. We would like to be a brand that can be Trusted to deliver the highest quality of products by our patrons, with eyes closed.  

We are a Friendly brand to the extent of patrons having a good amount of access to the team members including the founders. We are happy to reach out to people and to let them reach out to us so we can collectively take the cause of an organic lifestyle forward. 

All of ProNature’s products are certified by IMO Control, an internationally recognized Switzerland-based certification body. That shows just how Competent ProNature is.

ProNature has the interests of not only its patrons but its own members as well at heart. For instance, in times of political unrest in one of the cities where our sales team operates, no team member was allowed to venture out until the situation was absolutely safe. We are a Caring brand that takes care to protect the interests of anyone who is associated with us, be it consumers or team members.

With all efforts that involve Depth Distribution Strategy for easy availability of organic food, ProNature aims to be an Inspiring brand that can act as a messenger to spread awareness about organic food and an organic lifestyle among people. We aim to share as much knowledge and information as we can about this wholesome consumer concept that is the organic lifestyle and inspire people to adopt this lifestyle. Because this is about each of us, about our planet and about our future generations.