In malice of the increasing popularity of Organic nutrient these yearss. most of the people do non hold a clear thought sing the definition of organic nutrient. In simple words. Organic nutrients are those nutrients that are produced. processed and packaged without utilizing chemicals. They have been accepted due to their perceived wellness benefits over conventional nutrient. The organic industry is turning quickly and has caught the attending of husbandmans. makers and. above all. consumers. Some of the popular organic nutrient points include organic tea. organic java. organic vino. organic meat. organic beef. organic milk. organic honey. organic veggies. organic fruits. organic rice. organic maize. organic herbs. organic indispensable oils. organic coconut oil and organic olive oil.

Organic nutrients protect from bosom disease and malignant neoplastic disease. as they contain Phenolic compounds. Organic nutrient ensures high nutrient quality. which other conventional nutrients can non give. Organic nutrient is natural and fresh. and therefore. it is tasty. Many people prefer to turn organic nutrient in their place gardens. because it costs about 20 % more than the conventional nutrient. Organic horticulture uses organic seeds. organic fertilisers. compost. organic root stimulators. and organic plague control. It has been claimed by wellness experts that organic nutrient is more alimentary. Some of the characteristics that can be associated with organic nutrient are quality. good gustatory sensation. proper choice of harvest assortments etc.

Advantages of Organic nutrient
• Organically grown nutrients are natural. without any sprayed chemical. • Organically adult nutrients are alimentary and full of gustatory sensation although they may non look as colorful and good presented as store green goods. • Organic nutrients put less load on environment. Turning nutrients organically can protect the surface soil from eroding and is a great manner of acquiring closer to nature.

Some people believe that organic nutrient is merely a “concept” popular in the developed states. They think that when it comes to organic nutrient. India merely exports organic nutrient and really small is consumed. However. this is non true.

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Though 50 % of the organic nutrient production inindia is targeted towards exports. there are many who look towards organic nutrient for domestic ingestion.

Acnielsen. a taking market research house. late surveyed about 21. 000 regular Internet users in 38 states to happen their penchant for functional nutrients – nutrients that have extra wellness benefits. The study revealed that India was among the top 10 states where wellness nutrient. including organic nutrient. was demanded by the consumers.

The most of import ground for purchasing organic nutrient was the concern for the wellness of kids. with over 66 per centum parents preferring organic nutrient to non organic nutrient. Though organic nutrient is priced over 25 per centum more than conventional nutrient in India. many parents are willing to pay this higher premium due to the perceived wellness benefits of organic nutrient.

The addition in organic nutrient ingestion in India is apparent from the fact that many organic nutrient shops are spurring up in India. Today ( 2006 ) every supermarket has an organic nutrient shop and every big metropolis in India has legion organic nutrient shops and eating houses. This is a immense alteration sing that the first organic nutrient shop in Mumbai was started in 1997.

What do Indian organic nutrient consumers prefer? The form of organic nutrient ingestion in India is much different than in the developed states. In India. consumers prefer organic marmalade. organic strawberry. organic tea. organic honey. organic Anacardium occidentale butter and assorted organic flours.

However. the Indian organic nutrient consumer demands instruction. There are many consumers who are incognizant of the difference between natural and organic nutrient. Many people purchase merchandises labeled as Natural believing that they are Organic. Further. consumers are non cognizant of the enfranchisement system.

Food buying behaviour

With incomes turning. the criterion of life is bettering. Increasingly. consumers are now recognizing the importance of the impact of nutrient on their wellness and wellbeing. The modern

Indian life styles and lifestyle-related diseases. every bit good as limited clip to cook at place. are besides expected to make demand for wellness and health merchandises in the coming old ages. These factors. coupled with environmental issues and turning opposition towards genetically modified nutrient merchandises. are predicted to speed up growing in the organic nutrient class. Indian consumers presently spend a big part of their income on nutrient. About 45 per centum of ingestion outgos go for nutrient ( 51 per centum in rural countries and 39 per centum in urban countries ) . In urban countries. the ingestion of processed and ready-to-eat ( RTE ) or convenience nutrients is higher due to comparatively higher disposable incomes. exposure to a greater assortment of processed nutrients. a penchant for speedy repasts. and acquaintance with foreign nutrients or culinary arts. Rural consumers tend to prefer traditional Indian nutrients prepared at place. but exposure to processed nutrients is increasing even in rural countries. Demand for premium high-value nutrients such as cocoas. Prunus dulciss and other dried nuts. bars and pastries. imported fruits. fruit juices. and Indian Sweets peaks during the autumn festive and nuptials seasons.

With the incursion of modern retailing in the suburbs and semi-urban countries. more and more American indians have entree to retail stores transporting organic nutrient merchandises. Shoping wonts Indian consumers traditionally purchase their day-to-day nutrient demands from little vicinity shops and sellers because of convenience. sensed freshness. and limited infrigidation and storage infinite at place. Consumers of organic and wellness nutrients by and large purchase these nutrient points through modern retail mercantile establishments. Quality is considered of import. but there is a reluctance to pay a premium. With the incursion of retail mercantile establishments in larger metropoliss. suburbs. and semi-urban countries. more and more American indians are deriving exposure to them. A turning figure of people in urban countries are widely traveled and have experienced international culinary arts and branded nutrient merchandises. These consumer groups ( frequently immature professionals ) have higher degrees of disposable income. and by and large prefer doing hebdomadal purchases of fresh and processed nutrients and branded merchandises. In general. adult females do most of the shopping and do most of the nutrient buying determinations. In families that can afford hired aid. retainers frequently do much of the shopping. Availability of many fresh nutrients. peculiarly fruits and veggies. is seasonal. and people are accustomed to seting their diet tothe season.

A typical Indian family will do regular purchases of wheat flours. pulsations. comestible oils. ghee ( clarified butter ) . dairy points ( milk. butter. yoghurt. paneer ( a local cheese ) ) . spices and condiments. pickles. noodles. bite nutrients. jams and gelatins. catsup and sauces. and wellness drinks. Most packaged nutrient points are sold in little containers to maintain pricing low illustration is here

Natural Mantra
• Started November 2011
• Investment Rs 10 hundred thousand
• Working with NGOs and other societal enterprisers who make natural and organic merchandises • Social Impact Besides advancing eco friendly merchandises. making a window for others to sell

Where would you travel for bright lip rouges made with honey. ghee and kokum butter? Or mosquito rebarbative diffusors with Mentha piperita. citronella and lemon grass? Do you hold a beginning for wash soaps without added chemicals. organic and natural honey and whole wheat pasta? Some net-savvy consumers do — they go to the Natural Mantra e-store to take from its 2. 000-odd eco-friendly. all-natural merchandises across classs like organic structure attention. nutrient. place attention. childs merchandises. eco manner and gifts. The site gets some 1. 000 visitants every twenty-four hours and Nishant Nayak. who founded the company in 2011 and is its CEO. says he gets about 100 orders every month. “The mean ticket size has grown to about Rs 1. 000 and the figure of orders is duplicating every month. ” he adds.

Natural Mantra is a consequence of Nishant and his wife’s battle to happen natural merchandises for their girl while they were in the US. where he worked with Ebay as a merchandise director. The baby had eczema and commercial lotions merely irritated her tegument further. Therefore began their quest to happen a non-toxic solution. The Nayaks began by carefully reading labels to place chemicals. radius with physicians and scoured the cyberspace to do the right pick. But when they returned to India in 2011 after a five-year stretch in the US. they found that unlike the US. where natural merchandises are easy available. there was no dedicated web site or shop here. “We had become used to populating an organic life style in the US as we found the merchandises more healthy and clean. But in India it is really hard to take such a life style. ” says Nayak. who quit his occupation as GM of merchandise and analytics with futurebazar. the digital arm of Future Group. last twelvemonth to put up this company.

Consumer perceptual experience
The demand for environmentally friendly merchandises such as organic nutrients has significantly increased due to increasing consciousness on wellness. nutrient safety and environmental concerns ( Loureiro et al. . 2001. Nair. 2005 ; Briz and Ward. 2009 ) . Awareness and cognition has become critical factor in altering the attitude and behavior of consumers towards organic nutrients. which in bend is expected to drive the growing in the organic nutrient markets ( Soler et al. . 2008 ; Freeland-Graves and Nitzke. 2002 ) . Several surveies have investigated the cognition. consciousness. attitude and behavior of consumers towards organic nutrient in both developed and developing states ( Chakrabarti. 2007 ; Compagnoni et Al. . 2000 ; Cunningham. 2002 ) . It has been argued that the consumer consciousness & A ; cognition every bit good as ingestion of organic nutrients are significantly higher in developed states as compared to developing states. In states like India. where organic nutrient markets are still in the early stage of its growing. relatively have low degree of consciousness ( Squires. 2001 ) .

In general. consumers have positive attitudes towards organic merchandises and perceived as healthier than conventional options ( Chinnici et al. . 2002 ; Harper and Makatouni. 2002 ; O’Donovan and McCarthy. 2002 ; Radman. 2005 ) . However. market size for organic nutrients remained low due to both supply and demand side constrains ( O’Donovan and McCarthy. 2002 ; Hill and Lynchehaun. 2002 ; Magnusson et Al. . 2001 ; Stefanic et Al. . 2001 ; Gil et Al. . 2000 ) In footings of the function of ‘brands’ in this section. these are still early yearss and merely a limited figure of trade names are available in the market. However. these companies are by and large unfamiliar to the consumers. so they feel diffident about what they are really purchasing. They find it easy to retrieve the names of the shops from where they buy organic nutrient since these shops normally besides double as the topographic points from where they typically make their family purchases. Some shop trade names recollected by consumers of fruits and dairy merchandises for case are Reliance Fresh. Organic Bazaar. Organic Heritage. Namdharis. Navdanya. Naturally Yours. Spencer’s. Easy Day. Prakiti Aarogya Kendra. Sahakari Bhandar and Godrej Nature’s Basket. Indian consumers are populating in a dynamic universe these yearss. They are continuously coming across newthings in the universe of nutrient. Organic nutrient is one such new phenomenon that is widely talked about but seldom understood. Organic Food Overall

While purchasers of organic nutrient like to seek new classs. they are yet to experience positive plenty to wholly pass their purchase forms. The typical merchandise classs that they prefer to buy are normally perishable goods – fruits & A ; veggies and dairy merchandises. This pattern intimations towards consumers’ concern sing the quality of regular assortments presently available in these classs –as fresh merchandises. the demand for ‘freshness’ and ‘quality’ is paramount in consumers’ heads. While organic nutrient is surely perceived as a healthy option. there is deficiency of clear apprehension among consumers as respects their exact wellness impact. Recent arguments in the populace sphere about the freshness and quality of regular nutrient merchandises have made consumers more cognizant about the possible inauspicious effects of such merchandises.

Therefore. the wellness benefit they expect from organic nutrient root from the fact that organic merchandises do non incorporate harmful chemicals or pesticides and are grown in hygienic conditions. However. even sing the sensed wellness benefit. consumers are presently in a baffled province of head about the existent significance and deduction of “organic” . They are besides non clear about the difference offered by merchandises labelled ‘organic’ or ‘natural’ . While a choice few understand the ‘organic’ class in footings of factors related to its production. agriculture. packaging etc. . overall there is a immense space in consumers’ heads about the same. This spread is even wider for non-users of organic nutrient. i. e. people who have ne’er bought any sort of organic nutrient boulder clay day of the month.


The Indian consumer is going more and more witting about their wellness ; the Indian market in offering increasing possible for wellness friendly nutrient sections such as that of organic nutrient. Organic nutrient serves as a promising option for the population concerned about the effects of high sums of chemical extracts in nutrient points – both in footings of ego – ingestion every bit good as the sick impact on the environment. The affinity of an single towards ingestion of organic nutrient points is extremely dependent on the consciousness degrees. disbursement capacity and handiness available to the person. Market Size:

The market for organic nutrient is highly nascent in India at present. with really few active trade names and low incursion even among urban consumers. Estimated Market size of organic fruits and dairy merchandises at nowadays is US $ 80 million and US $ 20 million severally. Organic fruits and dairy merchandises are expected to turn at a CAGR of 13-14 % and 10-11 % severally over the following five to six old ages

Buyers – Reasons for Purchase
The chief grounds stated by consumers for purchasing both organic fruits and dairy merchandises are similar – wellness ( both personal and family’s ) . absence of harmful chemicals & A ; pesticides. freshness and gustatory sensation. Other factors that play a function in buying organic green goods and dairy merchandises include word of oral cavity ( including recommendations from friends. relations and shop staff ) . specific wellness complaints & A ; recommendations from medical practicians. and a sense of environmental duty ( as these are perceived as good for the environment in footings of eco-friendly production methods ) .


The market for organic nutrient merchandises in India is turning at 20-22 % a twelvemonth. a top functionary from Yes Bank has said.

“The market for organic nutrients is turning at an compounded one-year growing rate ( CAGR ) of 20-22 % . ” Yes Bank’s Country Head. Food and Agribusiness. Girish Aivalli told PTI.

With lifting passing power of the turning in-between category in the state and increased consciousness towards chemical free nutrient. organic and natural merchandises sector will turn significantly in the coming old ages. he added.

Yes Bank besides released a study ‘Indian Organic Foods Market’ at a one-day conference. Jaivik India. on proliferation of organic and natural merchandises in the Indian market.

The study said the planetary organic nutrient and drinks market is expected to turn from $ 57. 2 billion in 2010 to $ 104. 5 billion by 2015 with a CAGR of 12. 8 % .

Europe contributed to the largest portion of the organic nutrients market in 2010 with gross of $ 27. 8 billion. the study added.

The Asia-Pacific organic nutrient market had a entire gross of $ 3. 5 billion in 2010 and had a CAGR of 16. 2 % between 2006-2010. it said.

On India. the study said that the market for organic nutrient including exports is presently valued at Rs 1. 000 crore.

The study added that the state produced around 3. 88 million metric ton of certified organic merchandises that includes basmati. pulsations. tea. java. spices and oil-rich seeds.

Organic nutrients industry soon is metro-based. with approximately 95 % of the trade names bing in top 10 tubes like Delhi ( NCR ) . Kolkata. Mumbai. Pune. Chennai. Bengaluru and other tier II metropoliss. it said.

Harmonizing to authorities informations. country under organic agriculture had risen to 1. 08 million hectare. In add-on. 3. 40 million hectare is wild forest harvest aggregation country.

The provinces making good in organic agriculture are Madhya Pradesh ( 4. 40 lakh hectare ) . Maharashtra ( 1. 50 lakh hectare ) and Orissa ( 95. 000 hectare ) . the information added.

Among harvests. cotton is the individual largest harvest accounting for about 40 % of entire country followed by rice. pulsations. oil-rich seeds and spices.

India is the largest organic cotton agriculturist in universe. and histories for 50 % portion of entire universe organic cotton production. it said.

Government is advancing organic farming under National Project on Organic Farming ( NPOF ) . National Horticulture Mission ( NHM ) and Rashtriya Krishi Vikas Yojana ( RKVY ) .

Market Size by Product Sections:
Apple. Mango. Orange and Banana. together history for the bulk portion in the overall market size of organic fruits at about 75-80 % . Milk and Curd. together history for 45-50 % of the overall market size of organic dairy merchandises. These merchandises are expected to go on being the more popular 1s within their several classs. over the following five to six old ages.

Market Size by Geography:
Cities classified as Metro and Mini tube. together are major subscribers to both organic fruits and organic dairy merchandises ( 85-90 % ) . This form is expected to go on over the following five to ten old ages. station which the tendency may leach to smaller metropoliss in India ( chiefly Tier I metropoliss ) .

Monetary value of Purchase – Organic Fruits and Dairy Merchandises:
Overall. consumers pay higher for organic assortments of fruits and dairy merchandises compared to their regular assortments. The high monetary values do non let these organic merchandises to go portion of regular family ingestion as they greatly impact the month nutrient budget. This consequently consequences in low purchase frequence among consumers of organic nutrient and low incursion.

Topographic point of Purchase – Organic Fruits and Dairy Merchandises:
Consumer behaviour varies in footings of topographic point of purchase between regular and organic assortments. While regular assortments are normally purchased from any of the local retail options. the organic assortments on the other manus are purchased from organised shops – this form is a likely consequence of local shops non carrying organic assortments. Apart from that. consumers themselves prefer to buy organic assortments from organised shops – they are disbelieving about local vicinity shops selling reliable merchandises. They besides enjoy the experience of shopping in organized shops for these organic merchandises. Purchase Process – Organic Fruits and Dairy Merchandises:

These classs are characterised by high personal engagement from the consumers in make up one’s minding and purchasing – merely a few merchandises such as milk or other day-to-day usage dairy merchandises are delivered on a regular basis to the consumers’ doorsills by milkman or local retail merchants. For other merchandises such as fruits. consumers prefer to touch & amp ; experience before buying them. This behaviour is similar across regular and organic assortments of fruits and dairy merchandises.

Need Gap Assessment:
The organic nutrient market has three cardinal countries of addressable demand spreads footing the importance assigned and satisfaction derived by consumers to assorted parametric quantities that play a function in purchase determination devising. First. there are certain critical countries that have a important impact on consumers’ determination doing viz. – handiness. monetary value points. enfranchisements and information. This country is presently characterised by ‘high importance and low satisfaction’ for consumers of organic nutrient. Second country of demand spread is characterised by certain parametric quantities that are seen as an built-in portion of the construct of organic nutrient – wellness benefit. freshness and gustatory sensation. These are the basic factors that need to be in topographic point to bring on purchase or heighten merchandise experience – presently they are placed by consumers at ‘high/ moderate importance and high/ moderate satisfaction’ . Third country of demand spread is the least important presently as it is characterised by ‘low importance and low satisfaction’ . These set of factors of – ocular entreaty and part size/ measure – can play an progressively of import function in future to enable multiple trade names to distinguish themselves.

Rival Analysis

A list of organic nutrient trade names available in Delhi NCR. along with their web sites. This list is turning at great velocity. and we’re seeking difficult to maintain it up to day of the month!

1. Navdanya

Navdanya started as a plan founded by world-renowned scientist and conservationist Dr. Vandana Shiva. to supply way and support to environmental activism. Its chief purpose is to back up local husbandmans. deliverance and preserve harvests and workss that are being pushed to extinction and do them available through direct selling. This is one of the oldest and most sure trade name of organic nutrient available in India.

2. 24 Letter Mantra

This is an organic nutrient trade name of Sresta Natural Bioproducts Pvt. Ltd. incorporated in the twelvemonth 2004. It is headquartered in Hyderabad and has over 300 retail nutrient merchandises. The merchandises are certified for EU 2092/91. NOP ( USDA ) and NPOP ( Government of India ) criterions.

3. Down to earth

This is a trade name from the Morarka Group. which has moved from being in the back terminal of the value concatenation for 10 old ages. to retailing of certified organic merchandises. Down To Earth is certified by OneCert Asia Agri. Certification Pvt. Ltd. ( a subordinate of One Cert Inc. USA ) as per NOP ( USDA ) . NPOP ( Government of India ) and EU Standards for Organic Certification. Apart from nutrient. they besides do organic cotton apparels and bed linen. every bit good as soaps and other toilet articless.

4. Orgavita

This is a trade name from the Jaipur based company Nature’s Bounty Dairy Ltd. Apart from pulsations. grains & A ; spices. they besides do fresh fruits and veggies. Orgavita merchandises retail at Spencers. Easy Day and Nature’s Basket mercantile establishments.

5. Organic India

Organic India has a committedness to advance holistic sustainable development through organic agribusiness. It is a planetary leader in advancing organic merchandises and in back uping sustainable agriculture. wild crafting and village/tribal agricultural communities in India. Their installations and processing centres have been awarded SQF. HACCP. GMP. ISO-9001 and Kosher enfranchisements. and are EU. Skal. ECO-Cert and USDA certified for organic production. Their merchandises include organic teas. herbal addendums. sirups. desi ghee and chavanprash.

6. Fabindia

Fabindia scope includes textile based merchandises. place merchandises. Organic Food Products and personal attention merchandises ( of which some are organic ) . In their organic scope. they cover several types of cereals. grains. pulsations. spices. sugar. tea. java. honey. fruit conserves and herbs. at low-cost monetary values.

7. Conscious Foods

The company beginnings most of its merchandises from little organic farms and farming communities all over the state. Conscious Food marks its merchandises specifically at spoting clients who demand. and are willing to pay for truly natural and organic nutrient merchandises. They have an luxuriant merchandise scope that covers cereals. pulsations. spices. oils. seeds. bites etc.

8. Dubden Greenss

This was set up to market organic. herbal and eco-friendly merchandises – at retails shops in larger markets and at their ain flagship shop at Shahpur Jat in Delhi. They cover grains. pulsations. spices etc. and even have fresh green goods. They besides have a little subdivision of organic cotton fabrics.

9. The Altitude Store

This shop besides has a comprehensive scope of natural and organic nutrients – grains. pulsations. spices. oils. bites etc. and you can besides order online from them.

10. Green Fiesta

This company started in 2005 out of Sonepat. Haryana. and covers an array of merchandises like cereals. pulsations. spices etc. Their agrarian patterns. processing and merchandises are certified by Control Union Certifications. Netherlands.

11. i2cook

i2cook sells Homemade Peanut Butter. Mustard. Granola Bars & A ; Pesto made of organic ingredients. i2cook’s chief motivation is to present quality & A ; assure you that their merchandises tastes much better than the mill processed 1s. The merchandises are available in many shops in Mumbai. and they have their ain shop in Bangalore.

12. Nourish Organics

A company that believes in making the organic ready to do bites. cereals and trail mixes. their merchandises are available in shops across India.

13. C Greens

A little company with a large thought – Consume Green wants to resuscitate and continue traditional nutrient wonts. They incorporate millets. healthy seeds and oils into handily packed cookies. laddoos. bites. seed mixes etc. Their merchandises are available in Delhi. Mumbai. Chandigarh and Himachal.

14. Soul Tree

Skin. hair & A ; bath attention scope made from Organic herbs & A ; natural beginning ingredients. and born out of extended research steadfastly rooted in the rules of Ayurveda. No unreal colors. aromas or harmful preservatives are used. Sold at shops and online on their web site.

15. Omved Cosmetics

Omved offers over 1. 000 organic. non-toxic merchandises handmade by maestro craftsmans and tribal craftsmen to ‘heal. sublimate. rejuvenate and centre you’ . as per Vedic traditions. These merchandises are chemical free. natural. handcrafted. just trade. made in India and biodegradable.


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