Indian organic awareness rising

For fresh fruit and vegetable marketing and distribution in Asia
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Indian organic awareness rising

Health and environmental concerns cited for 95 per cent increase in category’s sales over the last five years

Indian organic awareness rising

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An increasing number of Indian consumers are turning to organic fruit and vegetables, according to a survey conducted by the Associated Chambers of Commerce and Industry of India (ASSOCHAM).

The survey, based on responses from 1,500 leading retailers selling non-organic and organic products, concluded 62 per cent of Indian metropolitans in the high-income-group bracket choose to buy organic produce, an increase of 95 per cent in the last five years.

Close to 85 per cent of respondents expected to sell more organic produce if it was less expensive.

“Currently, most of the organic farmers in India are still in the transition phase and hence their costs are still high,” ASSOCHAM secretary general D S Rawat told the Times of India.

“As these farmers continue with organic farming, the production costs are expected to reduce, making India as one of the most important producers of organic food.”

Close to 1,000 retailers cited health and environment grounds as the main reasons their customers purchase organic products.

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