"The procurement of the Nature's Bounty range will be done out of Delhi, with the packaging to be done by Foodworld." So why didn't the chain go in for their usual `Foodworld' brand name? Says Pillai, "We wanted this to be a separate range of specialised products and not just another of the grocery range that we haveunder the Foodworld brand name. So we decided to go in for a separate brand identity."

The group has introduced 32 products including the likes of soya flour, amla powder, herbal shikakai, diabetic powders, spices, creams under the Nature's Bounty umbrella and is planning to extend the product range to 50 products. The brand will, of course, be unique to the store.