Ever since she shifted to South Delhi’s, Safdarjung Enclave, five years ago, Nirmala has been buying vegatables from the neighbourhood market on her way back from work. But the 36-year-old software engineer doesn't do it anymore. Reason: The health and family welfare ministry last month issued a warning against consuming vegetables injected with oxytocin — a harmone used to induce childbirth and lactation. Now, Nirmala has found a safer option — Organic food.
With an increasing health awareness and rising disposable income among people in cities, organic food is finding place in the daily shopping basket. The presence of specialised companies such as Conscious Food, Down to Earth, Angel Foods and Mother Earth are making it possible for consumers to spend on healthier option.
“I don’t really care about higher prices,” said Priyanka Bendre, 30, who was in Suryodaya, an upmarket store near Churchgate Station, Mumbai. “I feel my family is safe with these healthier
options.”
Market potential for organic food in India is estimated to be around Rs 1,500, and its growing at a rate of 20% every year.
“Organic food is available in different varieties,” said Rachna Toshniwal, who started AngelFood, a health food delivery service in Mumbai, with her partner Marisa Paolillo in 2009. “Still, constant availability is a major issue, especially in the case of perishables such as fruit and vegetables.”
Entrepreneurs such as Rajasekhara Reddy Seelam, MD, Sresta Organics, have ventured into retailing of organic products in a big way. Seelam, an IIM-Ahmedabad graduate, left his lucrative corporate job to set up an organic retail chain. Today, he owns ‘24 Lettered Mantra’, a retail chain across Bangalore, Hyderabad and Pune, and is planning to expand its reach to Mumbai and New Delhi.
According to Anand Mani, marketing manager, Morarka Organics, which runs organic stores chain ‘Down To Earth’ in Mumbai and Delhi, “consumers have less time and more money to spend in these markets. We have launched some of the processed products and ready-to-cook products. We have launched roasted snacks, cookies, juice, sauces, pickles and others in processed products category.”
“Even though it is niche segment, it’s a good future trend,” said Pinakiranjan Mishra, partner, risk advisory services, Ernst & Young. “However, there are some challenges. There is no third-party certification process to authenticate the products. Moreover, pricing of this food is very high, which needs to scale down to reach mass markets.”
economictimes.indiatimes.com
Source: newsroom - meattradenewsdaily.co.uk
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