Humble Beginnings

CEDAR Retail was established with a dual objective of creating an affordable and accessible consumer goods market for every stratum of society and to create forward linkages for small entrepreneurs and manufacturers by providing them with reliable and viable supply chains.

ESAF Retail was established in the year 2008 and was subsequently renamed as CEDAR Retail Private Limited on 01st Jan 2020. CEDAR Retail’s area of operation includes Retail and Distribution, Micro Retail, Natural Fiber and Consumer Electronics.

We, at CEDAR Retail understood the problems faced by the farmers and micro -entrepreneurs in marketing their produce and hence decided to market their produce without involving any middleman in this process. Through this venture, CEDAR Retail aims at bringing a positive change in the society by working with the marginalized sections especially women by providing them a platform to market their produce and thus ensuring a steady source of income. This will not only empower them economically but also ensure a better quality of life. CEDAR Retail has focused all its efforts in the upliftment of economically weaker sections by providing them with livelihood and making them economically self – reliant.

Leadership Team


Mr. Jacob Samuel

Mr. Alok Thomas Paul

Managing Director

Ms. Emy Acha Paul


Mr. Rajesh Sreedharan Pillai


Mr. K. T. Thomas


Our Mission

1. Catering to the needs of the society by creating and promoting value-based services, products and brands, supporting marginalized communities in accessing market linkages. 2. Creation of multiple food brands with major focus on organic products procured directly from the primary producers ensuring its quality and standardization. 3. Creation of multiple sales channels including, stores, distribution and building meaningful business partnerships to ensure scale of operations and growth for our suppliers. 4. Creation of lifestyle and utility brands with its sourcing directly from artisans, craftsman who are at the bottom of the pyramid at the same time build meaningful business partners who can supply quality products that align with our values.

Our Vision

Be a catalyst in building a society with equal livelihood opportunities, improved quality of living, and responsible consumption.

Our Values


We practice integrity in all our transactions and interactions, which helps us inspire trust among internal and external customers


We always comply with the standards defined for products and services

Customer value

We set benchmarks for customer value and constantly improve upon it


We drive efficiency and effectiveness in our business by being innovative

Achievement Orientation

We help you to achieve more for self, company and customers



New Company

‘ESAF Retail’ was established and subsequently renamed as ‘CEDAR Retail’ on 1st January 2020


Common Facility Centre

     CEDAR Launched a new food production facility, CFC (Common Facility Centre) in collaboration with ESMACO at Poochatty on 14th April


CEDAR Trust shop

  CEDAR launched its first honesty store at ESAF Bhavan, Mannuthy on 18th January. The store solely runs on trust and customers are not monitored for the payments they make against the products purchased by them.


CEDAR Gourmet & cafe Crosso

   CEDAR launched its first gourmet store at Mission Quarters, Thrissur on 14th February

Awards & Certifications

MicroEnergy Credits Carbon Program

CEDAR Retail has collaborated with MicroEnergy Credits (MEC) carbon program which helps to support CEDAR Retail’s clean energy program. MicroEnergy Credits has specialized in clean energy microfinance to bring clean energy solutions to millions of people in India, Kenya, Uganda and Mongolia. MEC’s carbon program enables financial institutions to use carbon finance to scale up and sustain their clean energy lending programs.


Forest Stewardship Council® Chain of Custody Certification

CEDAR Retail was awarded the Forest Stewardship Council® Chain of Custody (FSC CoC) certification by SCS Global Services for its bamboo, pinewood, and rattan supply chain. CEDAR Retail is the first company in the handicraft business to get certified for FSC COC in India. SCS has unparalleled experience auditing against FSC requirements in all corners of the world. SCS has certified more than 7,000 companies on 6 continents. The certification is granted to companies that meet the world’s most stringent environmental, ethical, and economic sourcing standards.


This quality management system audit verifies certified inputs and outputs, along with a range of other indicators. This certification is a recognition of CEDAR Retail’s focused and sustainable efforts toward preserving nature.


Baisa factory situated at Dumka, Jharkhand was awarded ISO28000: 2007 certification on 1st March 2021. ISO 28000:2007 specifies the requirements for a security management system, including those aspects critical to security assurance of the supply chain. Security management is linked to many other aspects of business management. Aspects include all activities controlled or influenced by organizations that impact on supply chain security. ISO 28000:2007 is applicable to all sizes of organizations, from small to multinational, in manufacturing, service, storage or transportation at any stage of the production or supply chain. The scope of the certification included receipt of raw material, storage, manufacturing and export of natural fiber – based table mats, baskets and related products.

Touching Lives

CEDAR Retail has focused on providing various opportunities including direct and indirect employment to the economically marginalized sections of the society especially women. Through our various businesses, CEDAR Retail is unceasingly striving to financially uplift these sections of the society. We have been successful to a certain extent in bringing a positive impact in the society through our committed actions.

With the consistent efforts of our multiple stakeholders and partners, we have been able to preserve the age-old handloom products of weavers from Thrissur, Kerala alongwith the traditional crafts of tribal artisans of Jharkhand and West Bengal. The manufacturing unit of GoNature based at Jharkhand has provided employment to local artisans including tribal artisans thus excluding middlemen. This has ensured a reasonable income which has helped the artisans to provide a decent quality of life to their family.

Through Suvidi organic, we endeavor to increase the awareness about the benefits of organic products whilst safeguarding the interests of organic farmers who are committed to using traditional organic methods in their farming.

Powergram is aimed at increasing awareness about the benefits of renewal energy and improving the reach of solar products and usage among the various sections of the society.

Supermarkets and Micro markets through its network of stores are actively involved in providing business opportunities to women as well as micro – entrepreneurs.

Committed to People & Planet

Kaitharikkoru Kaithangu (A support for Handloom)

Kaitharikkoru Kaithangu is an attempt to increase awareness, provide support and mentoring to the struggling handloom clusters. The objective of this initiative is to increase visibility and improved marketing opportunities of these handloom products. The project aims to preserve the traditional form of weaving thus safeguarding the employment of these artisans and their earnings along with addressing the various challenges faced by the weavers.


‘Mahilodaya’ was launched to assist the micro – entrepreneurs for selling their limited produce by ensuring shelf-space to them. Through this initiative, women micro – entrepreneurs are provided a platform to show case their products at our Kalathode and Mannuthy stores.

From Waste to Value

CEDAR Retail started using water hyacinth, a fast growing weed as a raw material to produce a wide range of value-added products in 2017.  Till date we have sourced considerable quantity of water hyacinth from Assam, Jharkhand, Bihar and is looking forward to expand to more regions in the near future.