ATHA HEALTH PRIVATE LIMITED

In their own words

We at Jaggery+, are starting a brand to reinvent the jaggery brand. When we say reinvent, we don't want jaggery to be considered a few times eating sweeter to fill that sweet cravings of ours. We believe jaggery is the naturally available best alternative to the us, and we have come with a mission to encourage people to shift from consuming chemically processed, artificial sweeteners to 'Jaggery'. In brief, we want people to make an habit of consuming jaggery, for which we will be introducing munching, desserts, snacks and other daily eaten food products that the consumers love, but instead of the artificial sweeteners present in them we will replace that with completely natural and organic jaggery. Hence we have used the '+' because we not just sell jaggery but enhance the jaggery brand. Till now, we have only talked about the consumer aspect, but another very essential element for our startup is the supple side of the story. We, have vowed to work for the betterment of farmers, but procuring organic produce at the higher price than market. Over the years due to the use of chemicals to grow their produce this farmers are seriously dealing with life long and life threatening diseases. Another very important element for our startup is the conserve environment and work on sustainable future. What we mean by that, when we procure and work with farming community on natural form of growth of sugar cane, we will end the damage done to the soil and waterbed from the use of this chemical agents in farming. People need to understand we are heading towards a future where we won't be able to grow the produce on this no nutrient land. Thus, we at jaggery+ are moving forward to become an environmentaly responsible and ethically strong corporate startup.

Written by the company on its public Startup India profile. Not verified by us.