Overview

Daali Earthfoods was formed in 2005 in response to their search for pure organic
food for their children as they do not have to feed their children on preservative
meals anymore; Marium Abrar & Samia Mumtaz, MBA Graduates from Punjab
University, together started this company on basis of partnership. They wanted
to offer a healthy alternative to food grown using chemicals and dirty water.
These two young women are the pioneers of organic food movement in Pakistan.
Daali means gift of a basketful of seasonal produce. Aim of the company was
to provide its customers with the best traditionally processed and locally grown
foods in which no hormones or antibiotics are supplemented to make them taste
better.
Initially they started off on a very small scale as there were lack of
consumers/customers and unawareness. In the beginning they were taking
services from some local/private chakkis. Gradually they started to expand their
product line as the demand of organic foods from daali was increased and they
were successful in convincing the managers of Alfatah and Jalalsons to carry
their product line.
In 2011, Marium started running the company as Samia was unable to give time
due to her busy life in show biz. Marium handled everything by herself i/c
supplying and purchasing. They stopped taking services from private chakkis and
set up Daali Earthfoods workshop in Harbanspura due to increase in demand of
Daali Products. They used natural protection ways in oder to protection from
pests and insects so they can have their product in its natural existence.
There are very few if not completely very non-existent organic food
manufacturers in Pakistan. Daali Earthfood was having no direct competition but
was facing indirect competition from a very few companies i/c Engro.
Currently, Daali Earthfoods is catering 8-10 % of Lahore, Karachi, Islamabad &
Faisalabad Market. Its goal is to achieve & reach 30% of more sales within the
next year. The demand of Daali foods are increasing and growing day by day. At
a particular time of year, Marium needs a huge capital to purchase raw materials
to produce its products. And now its time for Marium to decide whether she
wants to expand her company or to sell it to the offer made to her by a
Businessman Salman Taseer. But if she wishes to expand then how would she do
it. What organization structure should she have? How will she finance? What
strategy will she implement?

Quantitative Facts:
Organic Farming Movement Arose in 1940s
Global Organic Agriculture has been increased 5 times in last five years
Oceanica & Australia is making upto 425 percent of global organic land and it is
equivalent to 10 million hectares.
Half of the global turnover is in Europe and stands at 12 Billion Euros with growth
rate of 10 percent.
Pakistan Government is spending Rs. 50 Billion as subsidy for fertilizers.
Daali Earthfoods was formed in 2005 by Marium Abrar & Saima Mumtaz.
Saima had 14 acres of land on which they started up
Initial Investment was Rs. 200,000/By 2009 they opened a shop in Mini Market.
From Early 2011, Marium started running the company till now.
There was a small team of workers. 2-3 of which has responsibility from grinding
raw material to filling and packaging products.
Services of 2 rikshaw drivers very used to deliver products.
There were 2 runners in Lahore and 2 runners in Karachi who take orders.

Qualitative Facts:
In 2005, Daali Earthfoods was formed with theme and aim to provide organic
food.
They let the land unplanted for few years so the pesticides and fertilizers in land
could drain away.
In the beginning, they took services from private chakkis at different locations.
By 2009, they were supplying at Alfatah & Jalal Sons and demand of their
products was growing continuously.
Panjeeri was opened by Saima Mumtaz as a separate business to offer organic
products.
Since 2011 till now, Marium is running Daali Earthfoods with her leadership
qualities. She is very much conscious about the quality of products and for this
purpose she handles everything by herself.
Daali Earthfoods workshop was set up in Harbanspura and they stopped having
services from private chakkis.
Chakkis installed in this workshop were set at different pressure to grind different
grains.
The major quality of these chakkis is that they grind at very slow speed and the
grinder is made of stone.
Daali Earthfoods started promoting healthy activism in Pakistan to get people
back to their Desi Lifestyle.
All its product varieties are minimally processed and rich in dietary fiber.
They use natural protection techniques against pests and insects.