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.

Turning Over A New Leaf

Have you seen a Neem tree? If you’ve lived in India for a while chances are that you have and more than once. The Neem tree is native to India and this fact reflects in its scientific name – Azadirachta Indica – meaning the free tree of India. It is phenomenal how this tree disperses its virtues to one and all, thus rightly earning its name, and let’s everyone enjoy the gift of purity and natural goodness, an example worth emulating.

So that’s what we are doing. Emulating this virtuous tree and seeking to disperse nature’s bounty to one and all. And not unlike the Neem tree’s young leaves that change colour as they mature, we are changing. We are turning over a new leaf ourselves.

In their own lifecycles, all brands mature and undergo a process of strengthening their foundations, their principles and their philosophy. They learn from their diverse consumer base and both evolve as per the other’s characteristics – the brand and its consumers. ProNature has reached that stage when it feels the need for a new identity that reflects this strengthened vision and consumer base. It is like a growing Neem tree with stronger roots and ready to spread its branches in new directions. And it is changing.

The immediate change you will notice is literally us turning over a new leaf in our logo…from brown to green like the leaves of the Neem. The new logo is also a reflection of our commitment and beliefs – a commitment to a healthier, happier life and concern for the planet. Like the Neem, we want to make nature’s goodness easily available to all for adoption as the way of life. And the logo denotes it all with its select colouring and typeface.

ProNature’s new logo uses the colours Orange, White, Green and Brown. These colours come together in the form of symbols in the logo that has a reversed out letter P that is held by a brown box the counter space of the letter P has a leaf that harmoniously blends in. The logo includes the stamp 100% Organic.

The brown box stands for Mother Earth and the environment. The letter P blends in to symbolize that the brand exists in symbiosis with Mother Earth. The leaf inside the P symbolizes the fact that nature harmoniously co-exists within ProNature and is the very essence of ProNature. The stamp reiterates ProNature’s USP of being different from other organic brands; we sell only pure organic products under this umbrella and absolutely none that are non-organic.

The colours by themselves communicate a vital part each of ProNature’s message. The Orange represents Vibrancy and Energy. It symbolizes our commitment to health. The White represents Purity, Cleanliness and Innocence. It showcases our commitment to be honest to the farmers and the consumers. The Green stands for life, growth, renewal, health and the environment. It is a sign of the environment being one of our highest priorities. The Brown denotes wholesomeness, earthiness, steadfastness, simplicity, friendliness, dependability and health. It denotes the foundation of life on Earth – the soil.

The assertive, friendly and confident Gotham typeface in the logo communicates ProNature’s brand values of Integrity, Trust, Friendliness, Care and Inspiration in an honest tone. 

Together, this combination of elements is the new identity of ProNature. It is our effort to reiterate our philosophies by aligning our identity with them. It is a symbolic representation of our commitment to you and to nature, to bring you together. And we hope that with this change we have become more potent in helping you get closer to nature…just like the Neem tree.

Kuch Meetha Ho Jaaye

The custom of eating something sweet to celebrate festivities and occasions is not at all new to us even if the definition of that sweet keeps changing. Starting from the auspicious curd-and-sugar combination administered for good luck to chocolates in the new era, different kinds of sweets have entered and stayed on in our lives. But the tradition has not changed. 

And though form keeps changing, all over India there are three basic ingredients that have always been used to sweeten up lives. To start with, there is honey. This sweetener has been documented in the Vedic periods as well and Rishis have been known to consume this treasure-trove of health. Honey boosts immunity and as antioxidants that help fight cancer. It is an effective home remedy for a number of common ailments. Honey also is part of Indian tradition in many parts of India. For instance, it is one of the five elements that go into making Panchamrita, a preparation that is offered as Naivedya to the Gods in many ceremonies. 

Image Credit: bbcgoodfood.com

Then comes Jaggery, sweetness that man learnt to extract and preserve from sugarcane juice so it could be enjoyed for longer. Jaggery is known for its health benefits especially for organs of the respiratory system like Throat and Lungs, Jaggery is a rich source Iron as well. It has a higher proportion of mineral salts too. Jaggery is also used to prepare many traditional sweetmeats like the Rice Kheer in East India and Puffed Rice Laddoos made during Karthigai in South India. 

Image Credit: chow.com

Last but not the least is the more sophisticated sweetener in the form of sugar, a seasoning that is as essential as salt. It goes into our first cup of tea as also our last glass of milk. And it sweetens our lives the most by being part of most of the sweets that are prepared these days, apart from sweetening our teas, coffees and juices.

Image Credit: diggingri.wordpress.com

How wonderful it would be if we could find organic variants of all these sweeteners and add a dash of health to our traditions apart from sweetness. We would not have to worry about antibiotics-ridden honey or pesticide and chemical infested jaggery or sugar and that would make all our celebrations a celebration of health.

With exactly this in mind, ProNature brings you organic variants of Honey, Jaggery and Sugar. By replacing conventional variants with these organic variants, you can bring in true health, peace of mind and happiness to your family and do more justice to our traditions…all of which were meant to nourish our bodies well. So for the next celebration, kuch organic meetha ho jaaye?