Israeli way of branding in Kerala: ‘Vellari’, an eco-friendly shop to open soon

ALAPPUZHA: Ever heard about branding vegetables? If not, you might soon. Two youths in Kerala have started the efforts for that and ‘Vellari’, the first such outlet in the state will be inaugurated on Sunday in Muhamma.

The idea is inspired from Israeli way of branding and selling . Through this, the consumer can know the name of the farmer, the method of farming and the place of production just by scanning QR code. It helps them to ensure the organic quality as well.

MBA graduates KS Amrit and Bhagyaraj started ‘Vellari’ based on the ideas of farmer Sujith who visited Israel as part of program organized by state government.

The farmer’s name and video QR code will be above each product. The consumer can know everything about the product through this. With this, each farmer will become a brand. Not only vegetables, 'Vellari' sells products like fruits, rice, curd etc brought directly from farmers across the state. Fruits which are not available in India will be exported.

‘Vellari’ is an eco-friendly shop much different from normal supermarkets. Rs 20 lakh has spent on setting up the shop.