◊ By N Balasubramanian

Note: To find organic brands and organic shops in India, buy the Organic Directory

Organic in India has gained momentum in the last decade. India, primarily being a rainfed-agrarian economy, is no stranger to organic. However, westernisation brought in dominant use of pesticides to increase crop production. This has, in the longer term, resulted in depletion of water tables, soil contamination and introduction of cancer-causing chemicals, into our food. The presence of pesticides and adulteration in high volumes in even fresh produce is alarming. Yet, the modern consumer is mostly unaware of these harmful elements.

Over the last decade, with the increase in awareness about fitness and wellbeing, organic started gaining prominence amongst the affluent and upper middle-class population. In the last 5 years, the demand has further percolated down into not just the urban middle class but also, the masses in tier 2 and tier 3 cities. We, at 24 Mantra Organic, are on a mission to further propel this growth into a nationwide organic movement.

Today, India is a leader internationally in segments like organic tea, basmati rice and cotton. However, the market share that India has in the global organic market is only 0.6%. India has immense potential for organic, provided we also create market linkages, an industry ecosystem and consumer awareness on a large scale to sustain this industry.

The Indian organic industry is approximately measured at Rs 3,000 crore currently, of which around Rs 250-300 crore fall into the organised sector. The need of the hour is to expand this organised sector that has the wherewithal to build the industry ecosystem and large-scale growth opportunities.

“Indian Organic Food business is expected to grow to Rs 75,000 crore by 2025. This estimate is made on the basis of  growing consumer demand for organic foods. Today, most consumers buying staples buy at least one organic item”

TRENDS IN CONSUMER DEMAND

Experts estimate Indian Organic Food business will grow to Rs 75,000 crore by 2025. These estimates are made on the basis of the growing consumer demand for organic foods in India. According to our estimate, every consumer buying staples buys at least one organic item today. Moreover, consumers are now aware that organic ingredients make food tastier, and, result in visible health benefits such as higher energy levels.

BUSTING MYTHS ON ORGANIC FOOD

While people continue to believe that organic is expensive, this is the myth that the industry needs to bust. If a house switches to an organic diet it will only cost Rs 1,200-1,500 additional per month compared to non-organic food. The amount is affordable for most as purchasing power has increased over the years. Moreover, the youth are willing to spend more than the said amount on their fitness and wellbeing.

ORGANIC IN INDIA – THE FUTURE

The Indian market has tremendous potential for organic products as it is growing exponentially. Support from the state and central governments will further boost this sector and fuel growth. Recently Sikkim was declared as the first Indian state to become completely organic. Now many more state governments have come forward to realise a similar dream. India has the largest number of organic cultivators in the world. Hence, switching to an organic diet will not only bring about sustainability, health and wellness but will also provide hope for many more farmers to join the organic movement!

ABOUT THE AUTHOR

The author is CEO, 24 Mantra Organic