November 14, 2016

Trent's Star Bazaar launches Kimaye, an exclusive brand of fresh fruits from INI Farms, focused on kids

The association intensifies Star Bazaar and Kimaye’s focus on safe food

Mumbai: On the occasion of Children’s Day, Trent Hypermarket collaborates with INI Farms’ consumer brand for fruits- Kimaye – for an exclusive launch at Star Bazaar outlets. With an array of fresh and healthy fruits for kids to select from, Trent Hypermarket in collaboration with Kimaye fruits encourages young minds to eat healthy and inculcate the importance of eating right.

Fifty underprivileged kids from the NGO Prem Seva Mahila Mandal joined Star Bazaar to celebrate Children's Day

To launch this initiative underprivileged children from Prem Seva Mahila Mandal joined us at Star Bazaar, Thane, Mumbai. To celebrate the day Kimaye Bananas, Pomegranate and Aril consumer packs were distributed by and among these children.

Star Bazaar outlets will also be offering free Kimaye fruit to kids who visit the store.

Speaking on this special occasion, Jamshed Daboo, managing director, Trent Hypermarket, said, “We are glad to associate with INI Farms for an exclusive launch of Kimaye fruits which are certified for food safety and specially packed for kids. Through this initiative, we are reaching out to a young audience, encouraging them to eat fresh and eat right. As a brand, Fresh Food is a focus for us & we are working towards creating partnerships that bring our customers a wide choice of great quality fresh fruit and vegetables. We work with over 100 indigenous growers & source most of our vegetables directly from farms, fulfilling a strong customer promise around freshness, variety and price.”

“As a mother, I know how difficult it is to make children eat fruit and am also worried about whether the fruits are safe to consume. That’s when we decided that our children will have the safest of fruits in the most enjoyable manner. The launch of Kimaye fruits across all stores of Star Bazaar in Mumbai, Pune and Bengaluru is the first step towards this goal. Kimaye fruits are picked directly at farms and packed under ultra-hygienic conditions. Kimaye Fruits are certified for their quality and this partnership will ensure international standard safe food to families and the fun characters will encourage children to eat healthy,” Purnima Khandelwal, CEO, INI Farms added.

With relentless disrupting conventions to ‘make things better’ at every level of the value chain, Kimaye grows and delivers the most delicious and appetizing fresh fruits with high quality standards; subsequently engaging with the larger community of farmers in their progress. Kimaye engages with consumers through fun-filled characterization making consuming fruits an enjoyable experience.