Bengaluru-based sustainable foods startup Alt Co. announced that Sasha Jairam, the well-known fashion celebrity and advertising photographer, has joined its board as a brand partner.
The company, founded by Basan Patil and Rithwik Ramesh, has recently joined the sustainable plant-based milk industry in the country with its own brand of oat milk. Now, with this new association with Jairam, it intends to create more awareness about the alternative dairy products in the market.
“She intends to build a new narrative for the brand,” the company stated in a media release.
Jairam has been part of various influential campaigns and has created several iconic portraits and photographed covers for significant brands as well as fashion houses like Vogue India, Elle India, Harper’s Bazaar India, Cosmopolitan India, Miss India, Times Group, and others.
On the new development in the company, Patil, said, “We are elated to have Sasha on board. She is someone who understands how to portray a product and showcase our brand to the world in the right manner, Sasha is already an endorser of healthy eating and sustainable lifestyle, which we see as a big added value.”
Rithwik Ramesh, Co-founder, Alt Co., said, “Sasha’s addition gives our team a more value and depth in marketing and building the brand which we see taking over the alternative dairy segment, with her on our core team we have a different dimension and depth in beautifully showcasing Alt Co. locally and globally!”
The partnership anticipates moving towards the mutual goal of educating people about dairy-based alternatives and encouraging the plant-based alternative in India fiercely.
On her new role, Jairam commented, “I am very excited to be a part of a new age F & B brand. Seeing closely from the forefront of the changes and trends happening in society, I can see how sustainability, health, and environment are going to lead the discussions over the next decade or so. This drove me to join hands with Alt Co. as soon as I came across the brand.”
“The venture reflected sheer passion to create awareness and bring a change that immediately made me want to be a part of this organisation. Alt Co. is one of the few companies which matches the present-day needs and shares the sustainable vision of coexisting respectfully and I laud that about the brand. This market is clearly at a nascent stage and I believe Whitelotus/ Alt Co. has the potential to go a long way in developing India’s F & B market,” she added.