đż India's Going Organic!
More and more Indians are now opting for organic food. Here's why. (Reading Time: 3 mins)
Following healthy habits is becoming more and more difficult for our generation.
We mostly buy healthy fruits and veggies out of guilt. And even then, we unintentionally end up consuming many harmful chemicals and pesticides.
Whatâs the solution?Â
Maybe, going organic.Â
The shoots of a mega change in trend can be seen in India with the uptick of organic foods. How fast is the space growing? And whoâs leading this change?Â
Letâs dig in.
India's Growing Organic Obsession
India's organic food market was worth $849.5 million in 2020 and is set to grow at a 20.5% CAGR to be worth $2.6 billion by 2026.
This organic boom comes as more and more Indians are now conscious about their health. In fact, 33% of Indian millennials spend Rs. 4,000 on their health per month now.
And around 70% of Indians are looking to achieve this healthy lifestyle through dietary changes (and not by going to the gym).
What's the benefit of having organic food though?
First, no intake of any harmful chemicals.
Second, studies have shown that organic food has a higher quantity of nutrients like omega 3 fatty acids.
Third, it is good for the environment. Growing organic food helps improve soil quality, prevents underground water from being polluted with chemicals and reduces the consumption of water as well.
So, organic food is not just good for you but for the whole planet.
And despite what most people believe, organic food is not just for the rich anymore. More and more Indians, even from Tier-2 and Tier-3 cities are now buying organic food items.
The Challenge
Finding truly organic products is a challenge.
Many startups (and even traditional retailers) that have entered this space are still focused only on fresh produce (providing organic fruits and veggies) and not other organic items.
Even when one does find suppliers, there is major concern about the authenticity of the product. Anyone can claim their produce to be free of chemicals etc. Thereâs a trust deficit among consumers in the space.Â
And there is a startup that is leveraging that to create a truly organic omnichannel brand.
The Farmersâ Store
The Farmersâ Store was born in 2017. It is a one-stop organic shop for all your needs (check out The Farmersâ Store website here).
It carries a range of organic products, including sustainable and organic home care and personal care items, fruits, vegetables, rice and free-range eggs, that is sourced directly from rural farmers, ensuring its quality and authenticity.Â
Every product that is listed in the store goes through a thorough check. An âorganicâ certification is the most basic requirement. On top of that, Rahul Pabreja, the founder of The Farmersâ Store, visits and verifies the legitimacy of all the brands that they stock.
Backing the company is one of the pioneers of the Farmersâ Market movement and proponents of organic food for over 30+ years, Ms. Kavita Mukhi.
Whatâs more? 60% of the revenue that The Farmersâ Store earns goes in the pocket of rural farmers as compared to 20% if you shop at other organisations. A truly social enterprise.
While the physical store is located in Mumbai, you can order the products from anywhere in India. The company made INR 3 crores in revenue this year, and has an ultra HNI and Celebrity clientele in Mumbai!
Want to dive deeper into the company? We are hosting an âInsider Insightsâ session with Rahul on 26 March, at 7 PM on Zoom (maybe you can get a chance to invest in the company as well!).
Donât miss out on this one!
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