### **Overview** White Organic Retail Limited (WORL) is an integrated organic foods and wellness lifestyle company operating across a vertically aligned value chain—from organic farming and supply chain management to retail, distribution, and direct-to-consumer (D2C) sales. Promoted by **Suumaya Retail Limited**, a wholly-owned subsidiary of **Suumaya Industries Limited**, WORL has evolved from a niche organic agro-retailer into a diversified wellness platform under new management and strategic restructuring. The company operates under a "Seed to Fork" framework and is transitioning into a full-stack wellness ecosystem through the **Diva Organic Living Limited** umbrella, targeting **India’s Gen Z and Millennial women** with a focus on **authenticity, conscious living, and female-first community engagement**. --- ### **Core Business Segments & Brand Portfolio** #### **1. Organic Foods & Retail (Legacy Business)** - **Product Range**: Over 250 SKUs including organic vegetables, fruits, pulses, grains, cooking oils, spices, snacks, dietary supplements, syrups, churans, capsules, and health powders. - **Branding**: Unified under the **"White Organics"** brand since 2020, with a phased rollout to strengthen brand recognition and streamline marketing. - **Sourcing**: Contracts or leases with **over 120 organic farmers** in **Maharashtra and Gujarat**, ensuring consistent, high-quality supply. - **Supply Chain**: Technology-driven logistics to maintain freshness, reduce waste, and ensure timely delivery. Strategic partnerships with **Zomato, Swiggy, and third-party logistics providers**. - **Distribution Channels**: - Retail stores and franchisee model (targeting 40+ outlets in health-conscious urban areas) - E-commerce platforms: **Own website (whiteorganics.in)**, mobile apps (iOS/Android), and marketplaces like **Big Basket, Grofers, Amazon** - B2B supply to premium restaurants in Mumbai > ☢️ **Recent Setback (Mar–Aug 2025)**: Turnover dropped to **zero** in the current fiscal year due to **supply chain disruptions, raw material procurement delays, regulatory changes, and market fluctuations**, halting production and order fulfillment. Recovery is ongoing. --- #### **2. Wellness & Lifestyle Expansion (Diva Organic Living Platform)** Under the rebranded strategic vision via **Diva Organic Living Limited**, WORL is consolidating multiple high-growth wellness verticals into one female-first platform. | Brand | Category | Key Details | |-------|--------|-----------| | **Diva Yoga** | Fitness/Community | Foundation of the ecosystem; has **7,000+ members** and **NPS of 82**; anchors community-driven growth and customer retention. | | **DivaFit** | Activewear | Premium, size-inclusive (XS–4XL), performance-driven apparel. Launch scheduled for **October 2025**. Positioned at the intersection of wellness and fashion. | | **Flook** | Functional Foods & Ready-to-Cook | Targets **Gen Z women** with mood-enhancing snacks and **pre-prepped produce**. D2C model with community sampling. Launched in **Mumbai (Aug 2025)**, expanding to Pune and Goa. Addresses trend where **>58% of urban Indians prioritize health over taste**. | | **Diva Veda** | Ayurvedic Skincare | Modern, **clean beauty Ayurvedic brand** with **14 SKUs** developed in Kerala. Targets women seeking natural, heritage-rooted skincare. Currently live in Kerala. | | **HerNest Living** | Women-Only Hospitality | Offers **1BHK apartments in Siolim, Goa**, for safe, aesthetic, and community-oriented travel. Caters to independent female travelers and digital nomads. Currently operational. | | **Aranyani Living** | Wellness Retreats | Luxury nature-immersive stays inspired by the forest goddess Aranyani. Focuses on **stillness, restoration, and intentional living**. Two of three planned properties are live in Goa. | --- ### **Strategic Direction & Expansion Plans** #### **Vertical Integration & Market Consolidation** - Aims to become India’s leading **integrated wellness platform** by unifying fitness, nutrition, skincare, apparel, and hospitality under one brand ecosystem. - Leverages **Diva Yoga’s strong community base** to drive cross-category customer acquisition and retention. - Uses **celebrity influence and culturally resonant branding** to enhance visibility and emotional connection. #### **E-Commerce & Omnichannel Growth** - Developing proprietary **e-commerce website and mobile app** to unify D2C sales across brands. - Transitioning from third-party reliance to **full-stack digital control** to improve margins and customer data ownership. - Continuing export ambitions, with earlier inquiries from developing nations; focus now includes GCC and Southeast Asia. #### **Sustainability & Social Impact** - Promotes **sustainable organic farming** practices that improve soil health, reduce synthetic input dependency, and support long-term yields. - Educating consumers in **Tier 2, Tier 3 cities**, and rural India about the benefits of organic living to bridge demand-supply gaps. - Investigated expansion into **renewable energy and waste management** (e.g., biogas, waste-to-energy) in earlier plans (2023), though current focus is on core wellness verticals. #### **Farm Expansion & Procurement Strategy** - Signed leases in **Nashik (Maharashtra)** and expanded operations in **Mehsana (Gujarat)** for strategic proximity to Mumbai and Pune. - Invested INR 300 million in expanding organic farming across **800+ acres** via lease/acquisition. - Exploring **strategic partnerships with major agro players** to strengthen procurement for FMCG organic lines. --- ### **Leadership & Founding Insight** - **Mr. Minkal K. Doshi** (37, Commerce Graduate, Mumbai): - Founder and driving force behind WORL’s organic farming operations. - Transitioned from **real estate to organic farming in 2009**, starting with **vertical farming of turmeric**. - Expanded operations to include **moringa, drumsticks, and chilli** in Mehsana, Gujarat. - Vision: Advance **high-tech vertical farming** to address future global food security needs. > Note: Mr. Doshi stepped back from active management during a leadership transition in **Q1 2025**, with **Suumaya Group** assuming greater strategic control. --- ### **Corporate Developments** - **Acquisition & Integration**: Acquired by **Suumaya Retail Limited** (2022), enabling access to a broader agri-value chain and pan-India sourcing capabilities. - **Rebranding & Restructuring**: As of August 2025, the company's strategic direction is fully refocused under **Diva Organic Living Limited**, with **WORL acting as the operational and manufacturing backbone**. - **Management Change (Mar 2025)**: - Shift to **internally generated cash flow** for expansion. - New leadership with **retail and consumer brand expertise**. - Focus on **lean operations, digital transformation, and organic (non-dilutive) growth**.