As consumer awareness of health and sustainability surges, India is witnessing an unprecedented rise in the organic food market

There was a time in the country when everything produced was organic, the farmers used natural manures like cow dung and compost fertilisers in their fields. The yield was low but it was healthy, tasteful and above all sustainable practice. Then came chemical fertilisers which no doubt increased the yield manifold but also led to several side effects. It is not sustainable and lacks the taste of organic products and above all not as healthy as it should be. Besides the farmers are also paying the price in terms of their health and overuse of Urea and other chemicals ruining the soil quality and depleting the water table. In this scenario, organic farming is the way to go. Now with newfound awareness people in large numbers are turning to organic products and getting healthy chemical-free products on their plates, India's organic product market has witnessed an unprecedented surge over the last decade, driven by growing consumer awareness about health, sustainability, and environmental impacts.

As urban populations increasingly seek out healthier lifestyle options, the demand for organic food products has soared. This trend is not just limited to a niche segment; it has permeated mainstream consumer preferences, pushing organic products to the forefront of the food industry. 

The organic food market in India, valued at $1,582.2 million in 2023, is expected to grow exponentially to $8,918.5 million by 2032, showcasing an impressive growth rate of 21.19% per annum. This meteoric rise is indicative of a larger green wave sweeping across the country, where consumers are increasingly inclined towards sustainable and eco-friendly products. Consumers today are more inclined to buy products that are sustainable and environmentally friendly. This aligns with the broader trend towards sustainable and ethical consumption, making organic foods an appealing choice for consumers.

Today organic companies have impressive portfolio of hundreds of SKUs, including staples like pulses, millet, wheat, mustard, barley, rice, and oils. The products of organic companies are available not only through its website but also on major e-commerce platforms such as Amazon, Flipkart, and Bigbasket, making them accessible to a broad consumer base.

The brands have also expanded their product range into seed verticals, encompassing wheat, barley, mustard, and other grains. By doing so, organic companies aim to ensure that their organic farming practices start from the very beginning of the agricultural process.What is interesting is that Organic companies are committed to sustainable farming practices and farmer welfare.

They provide specialised training programs to farmers to enhance crop management skills and boost yields. The farmers must be safeguarded from any potential contaminants in their food supply so that the end users get a real organic product. There is definitely a need to  maintaining high-quality standards in organic farming else the consumer trust is broken and the industry as a whole suffers .

With online registration and certification processes in place most of the fraudulent practices in the segment have been wiped off.But the field is not without challenges. However, the transition from chemical to organic is not simple. It is a painstaking process but rewards are gratifying. Transforming agricultural land into organic farming takes around three years. And in places where chemical fertiliser use is rampant, it could go beyond three years. Besides, fraudsters often damage their reputations. Often prices are jacked up unrealistically.

The growth of organic products in India is a testament to the changing consumer landscape and increasing awareness about health and sustainability.  

Still, the market share of organic products is just one per cent but the growth is exponential. This sector is growing at the rate of 20 per cent which shows the growing demand for organic food and people’s interest in them.

(The writer is confounder of Natureland Organics; views are personal)