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Azafran Innovacion partners with Aditya Birla Retail to expand reach in South India

Indian organic brand Azafran Innovacion has joined forces with Aditya Birla Retail to sell its products in the latter's supermarket chain More Megastore and strengthen its reach in the South Indian market.

As part of the partnership, Azafran will also do store activation across all outlets and target markets with high demand of organic products.

A report by Transparency Market Research stated that the global demand for organic personal care products is expected to reach $13.2bn by 2018, growing at a CAGR of 9.6%.

According to Azafran Innovacion's non-executive director Elkana Ezekiel, the trend of ‘Go Organic’ or ‘Live Organic’ is catching up in the skincare segment.

He said: "Increasing awareness towards beauty & wellness, and rapidly changing life-style are some factors that drive the growth in this sector.Organic skincare market in India is estimated to cross the mark of $13.2 billion by 2018."

T.R Suresh, business head, Azafran Innovacion said: “There is a strong preference for organic personal care products among South Indians. We have entered into this partnership to cater to these buyers. Aditya Birla Retail has a very strong presence in South India and this tie-up will further strengthen our presence in these markets.”

India's retail sector recently surpassed China after investments from international brands like Amazon and Gap.

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