SUMMER INTERNSHIP PROJECT REPORT

ON
A STUDY ON CONSUMER BUYING BEHAVIOUR AND
MARKETING MIX OFORGANIC FOOD IN DOMESTIC MARKET
OF INDIA
Submitted in partial fulfillment of requirement of Bachelor of
Business Administration (B.B.A) General

BBA VTH SEMESTER (E)

BATCH 2015-2018

Submitted to: Submitted by:

Ms. Jasleen Rana Akshay talwani
Assistant professor 00724501715

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

KALKAJI
 DECLARATION
I hereby declare that the present study A STUDY ON CONSUMER BUYING
BEHAVIOUR AND MARKETING MIX OF ORGANIC FOOD IN DOMESTIC
MARKET OF INDIA is based on my original research work for the fulfillment of
the continuous evaluation of the assessment of two months summer internship
program, BACHELOR OF BUSINESS ADMINISTRATION-Class of 2015-
2018.The report has been done by me under the guidance of Mr.SANJAY
SINGH(Industry guide).And Ms. JASLEEN RANA(Faculty Guide) the research
presented in this study has not been submitted in full or part in this or any other
university of the award of any degree or diploma.
 CONTENTS

Description Page No.

Acknowledgement 1
Contents with page no. 2
List of symbols, Abbreviations or Nomenclature (optional)
Executive Summary 3
Certificate of completion 5
Introduction to topic 6
Objectives 10
Literature review 11
Company Profile 27
Research Methodology 42
Analysis and Findings 44
Findings & Inferences
Limitations
Recommendations 54
conclusion 56
Appendices 55
Bibliography 57
References 60
 ACKNOWLEDGEMENT
A lot of effort has gone into this training report. My thanks are due to many
people with whom I have been closely associated. I would like to thank all those
who have contributed in completing this project. First of all, I would like to send
my sincere thanks to Ms. Jasleen Rana for her helpful hand in the completion of
my project.

I would like to thank my entire beloved family & friends for providing me monetary
as well as non monetary support, as and when required, without which this
project would not have completed on time. Their trust and patience is now
coming out in form of this thesis
 EXECUTIVE SUMMARY

Organic foods are foods produced by methods that comply with the standards
of organic farming. Standards vary worldwide; however, organic farming in
general, features practices that strive to foster cycling of resources, promote
ecological balance, and conserve biodiversity. Organizations regulating organic
products may choose to restrict the use of certain pesticides and fertilizers in
farming. In general, organic foods are also usually not processed using
irradiation, industrial solvents or synthetic food additives.

Currently, the European Union, the United States, Canada, Mexico, Japan, and
many other countries require producers to obtain special certification in order to
market food as organic, within their borders. In the context of these regulations,
organic food is food produced in a way that complies with organic standards set
by national governments and international organizations. Although the produce of
kitchen gardens may be organic, selling food with the organic label is regulated
by governmental food safety authorities, such as the US Department of
Agriculture (USDA) or European Commission.

There is no sufficient evidence in medical literature to support claims that organic

food is safer or healthier than conventionally grown food. While there may be
some differences in the nutrient and anti-nutrient contents of organically and
conventionally produced food, the variable nature of food production and
handling makes it difficult to generalize results. Claims that organic food tastes
better are generally not supported by evidence.
CERTIFICATE OF COMPLETION
 CHAPTER I
INTRODUCTION TO THE TOPIC

An organic product is made from materials produced by organic agriculture.. It

also requires Organic certification.

There are some branches:

Organic baby products, organic products intended for babies and toddlers
Organic food, food produced from organic farming methods and often
certified organic according to organic farming standards
Organic clothing, clothing produced from organic fibers such as organic
cotton
Organic wine

Consumer demand for organically produced goods continues to show double-

digit growth, providing market incentives for U.S. farmers across a broad range of
products. Organic products are now available in nearly 20,000 natural food
stores and nearly 3 out of 4 conventional grocery stores. Organic sales account
for over 4 percent of total U.S. food sales, according to recent industry statistics.

Organic food is sold to consumers through three main venues in the

United Statesconventional grocery stores, natural food stores, and
direct-to-consumer markets.

A typical organic consumer is difficult to pinpoint, but new research

continues to shed light on consumer attitudes and purchasing behavior.

Organic price premiums continue to remain high in many markets as the

demand for organic products expands.

Organic Sales Widen in All Food Categories

USDA does not have official statistics on U.S. organic retail sales, but information
is available from industry sources. U.S. sales of organic products were an
estimated $28.4 billion in 2012over 4 percent of total food salesand will
reach an estimated $35 billion in 2014, according to the Nutrition Business
Journal.
Chart data
Download larger size chart (500 pixels by 400 pixels, 96 dpi)
Fresh fruits and vegetables have been the top selling category of organically
grown food since the organic food industry started retailing products over 3
decades ago, and they are still outselling other food categories, according to the
Nutrition Business Journal. Produce accounted for 43 percent of U.S. organic
food sales in 2012, followed by dairy (15 percent), packaged/prepared foods (11
percent), beverages (11 percent), bread/grains (9 percent), snack foods (5
percent), meat/fish/poultry (3 percent), and condiments (3 percent).

Most organic sales (93 percent) take place through conventional and natural food
supermarkets and chains, according to the Organic Trade Association (OTA).
OTA estimates the remaining 7 percent of U.S. organic food sales occur through
farmers' markets, foodservice, and marketing channels other than retail stores.
One of the most striking differences between conventional and organic food
marketing is the use of direct marketsCornell University estimates that only
about 1.6 percent of U.S. fresh produce sales are through direct sales. The
number of farmers' markets in the United States has grown steadily from 1,755
markets in 1994, when USDA began to track them, to over 8,144 in 2013.
Participating farmers are responding to heightened demand for locally grown
organic product. A USDA survey of market managers (see Organic Produce,
Price Premiums, and Eco-Labeling in U.S. Farmers' Markets, April 2004) found
that demand for organic products was strong or moderate in most of the farmers'
markets surveyed around the country, and that managers felt more organic
farmers were needed to meet consumer demand in many States.
Organic Price Premiums Remain High
Over the last decade, USDA's Agricultural Marketing Service (AMS) has
expanded wholesale price reporting for organic fruits and vegetables, and added
new price reports on organic grains, poultry and eggs, and sales volume for milk.
Prices for organic products continue to be higher than for their conventional
counterparts.

AMS Market News publishes organic prices for fruit and vegetable crops
in a number of terminal markets where prices are collected, including
Atlanta and San Francisco. See ERS data on organic farmgate and
wholesale prices for a comparison of organic and conventional prices from
1999 to 2013.

Market News began reporting organic poultry prices in the weekly Organic
Poultry and Egg report in January 2004. The report tracks prices paid to
poultry or egg companies by the first receiver (such as a retailer,
distributor, or manufacturer). See ERS data on monthly organic wholesale
price averages for broilers and eggs, 2004-13.

In January 2006, AMS began reporting sales (in volume) of organic fluid
milk products in monthly milk marketing order reports. See ERS data
comparing monthly sales of organic and conventional milk products.

In January 2007, AMS began biweekly regional price reporting on organic

grains, and now publishes single national grain and feedstuffs report
 available through the Market News website. ERS historical tables show
national monthly grain and feedstuffs prices for 2011-13, and prior
regional prices.

At the retail level, organic produce and milk, the two top organic food sales
categories, receive significant price premiums over conventionally grown
products.

ERS analyzed organic prices for 18 fruits and 19 vegetables using 2005 data on
produce purchases (see Emerging Issues in the U.S. Organic Industry, June
2009), and found that the organic premium as a share of the corresponding
conventional price was less than 30 percent for over two-thirds of the items. The
premium for only one itemblueberriesexceeded 100 percent. In contrast, in
2006, organic price premiums for a half-gallon container of milk ranged from 60
percent for private-label organic milk above branded conventional milk to 109
percent for branded organic milk above private-label conventional milk.

Organic Consumers Are Increasingly Mainstream

Numerous studies have been conducted on the buying habits and demographics
of consumers of organic foods. Results have varied depending on the type of
survey, sample size, and geographic coverage. However, a few general themes
have emerged.

Consumers prefer organically produced food because of their concerns regarding

health, the environment, and animal welfare, and they show a willingness to pay
the price premiums established in the marketplace.

Organic products have shifted from being a lifestyle choice for a small share of
consumers to being consumed at least occasionally by a majority of Americans.
National surveys conducted by the Hartman Group and Food Marketing Institute
during the early 2000s found that two-thirds of surveyed shoppers bought
organically grown foods (see Recent Growth Patterns in the U.S. Organic Foods
Market for a literature review of organic consumer studies).

COMPETITORS OF ORGANIC INDIA

A. BIG BASKET
B. FARM 2 KITCHEN
C. KULI KULI
 OBJECTIVES

To analyze the potential for organic products in Indian market.

To find out awareness level about organic food in domestic market.
To identify the future scenario on the basis of collected facts and services
provided by the consumers.
 CHAPTER II
LITERATURE REVIEW

Organic Food

What is organic food?

Organic is primarily a labeling term that is used on a wide variety of foods that
have been produced through methods and practices approved by the U.S.
Department of Agriculture (USDA) and its National Organics Program (NOP).
Organic is also one of the single best steps you can take to safeguard the quality
of your food. In many cases, organic is also good step for the environment.

Many people think about "organic" as meaning "earth friendly." Even though this
meaning often holds true, it doesn't always. Organic regulations focus on farming
practices and food production steps that can be monitored and controlled to
decrease risk of food contamination and improve food quality. But for the most
part, organic regulations simply do not try to address more complicated issues
involving the earth and sustainability.

Here is one simple example of the difference between the focus of organic
regulations and a focus on sustainability. In the U.S., we currently plant about 92
million acres of corn, 78 million acres of soybeans, and 57 million acres of wheat.
Ecologists view these 227 million acres and the way they are planted as non-
sustainable. Many factors combine to make our current planting of corn and
soybeans and wheat non-sustainable. Included are factors like natural water
cycles and natural mineral cycles in North America and their inability to
accommodate the 227 million acres of these three crops as currently cultivated.
The USDA's organics program does not address or evaluate the sustainability of
these crop acres. The program limits its focus to the farming steps that would be
needed in order for all 227 million acres of corn and soybeans and wheat to be
certified as organic. For example, USDA organic guidelines would prohibit use of
genetic engineering, fertilization with sewage sludge, and irradiation on any of
these acres. Such changes would most likely improve the quality of the crops
and the quality of the land. But the practice of planting 227 million acres with
these three crops would still be non-sustainable, and this non-sustainability
would not matter from the USDA's perspective. Provided that USDA organic
requirements were met, these crops would be labeled organic regardless of their
sustainability. The bottom line here is simple: organic food production is better for
the environment and better for our health than conventional food production
methods, but important earth-related questions like sustainability are not typically
addressed in organic regulations and might not be furthered by adoption of
organic standards.

Of special importance in organics are the "big three." Genetic engineering,

irradiation, and sewage sludge are sometimes referred to as "the big three" by
commentators on the National Organics Program, since they are practices that
can have an especially problematic impact on health and the environment. The
"big three" have always been - and are still - prohibited by organic regulations.
Along with prohibition of these three practices, however, a wide variety of other
practices are prohibited in production of organic food. For example, most
synthetic chemicals (including most synthetic pesticides, herbicides, and
fertilizers) are prohibited by organic regulations. All off these prohibitions in
organic food production are important. They help to safeguard the quality of our
food and to reduce our health risk from food contaminants.

How to Fully Understand the Labels on Organic Foods

What Does the "Organic" Label Mean?

The US Department of Agriculture (USDA) sets, defines, and regulates the use
and meaning of "Organic" on food labels. It is the term used to describe raw or
processed agricultural products and ingredients that have been (a) organically
grown (farmed) and (b) handled in compliance with the standards of April 2001,
which have been fully enforced since October 2002. These standards prohibit the
use of:

Most synthetic fertilizers and pesticides

Sewer sludge fertilizers
Genetic engineering
Growth hormones
Irradiation
Antibiotics
Artificial ingredients
Many synthetic additives

How to understand different uses of the term "organic" on food

labels

Many people are not completely sure about the precise meaning of the word
"organic" or "organically grown" on food labels. One of their concerns is whether
or not they can trust that the words ensure that the foods were grown or
produced without the use of potentially hazardous chemicals.

The first thing to keep in mind is that the term "organic" can be applied to a
variety of different kinds of foods. The term can be used on agricultural products,
and on meat, poultry, eggs and dairy products. And it also applies to the methods
used to process organically grown foods in preparing them for market or to retard
spoilage.

Organically Grown Crops:

 The crop must be produced on land without the use of synthetic
substances (pesticides, herbicides, fertilizers) except those provided by
the standards.
No prohibited substances can have been applied to the land for 3 years
prior to harvest.
The land must have defined boundaries and buffer zones preventing the
crop to have contact with prohibited substances from adjoining land.
Soil fertility and crop nutrient management must be done in a manner to
improve soil conditions, minimize soil erosion, and prevent contamination
of crops, soil or water by plant nutrients, pathogenic organisms or heavy
metals.

Management methods may include:

Use of crop rotation

Use of composted animal manure with specified carbon to nitrogen ratios
and temperature readings.
Use of uncomposted plant materials

Seeds, seedlings and planting stock used for crops must be

organically grown except as provided in the law

Crop-related pest problems must be controlled by mechanical and physical

methods including:

Introduction of predators or parasites of the pest species

Development of habitat for natural enemies of the pests
Use of lures, traps and repellants

Weed problems must be controlled by:

Mulching
Hand weeding and mechanical cultivation
Mowing
Flame, heat, or electrical
Grazing livestock
Plastic or synthetic mulches that are removed at the end of the harvest

Disease problems must be controlled by:

Management practices to suppress the spread of disease

Application of non-synthetic biological, botanical or mineral inputs

The National List provides a list of allowed and prohibited substances for
organically grown crops.
Organically Grown Meat, Poultry, Eggs and Dairy:

Livestock must be fed rations composed of agricultural products, pasture

and forage that are organically produced and, if applicable, handled.
Prohibitions regarding animal feed include:
o Administering of animal drugs in the absence of illness
o Use of hormones to promote growth
o Use of supplements in amounts above those for adequate nutrition
o Use of mammal or poultry slaughter by-products for feed
o Excessive use of feed additives
o Routinely administering synthetic parasiticides
Producer must provide conditions to maintain and promote the health and
welfare of livestock including:
o Sufficient nutritional feed rations
o Appropriate housing, pasture, sanitation conditions
o Conditions allowing for exercise, freedom of movement and
minimizing stress of the animals
o Administration of veterinary care
Origin of livestock:
o Organic livestock must be from livestock under continuous organic
management from the last third of gestation or hatching
o Organic poultry must be under continuous organic management
beginning no later than the second day of life
o Milk or milk products must be from animals that have been under
continuous organic management beginning no later than 1 year
prior to milk production.

Organic production is managed with the intent to integrate cultural, biological and
mechanical practices to promote the cycling of resources, promote ecological
balance and biodiversity. Practices help to protect the soil, groundwater, provide
health promoting conditions for animals and ultimately help promote the health of
the consumer.

The National list provides a list of allowed and prohibited substances for
organically grown meat, poultry, eggs and dairy.

Organically Handled:

Mechanical or biological methods used to process an organically

produced agricultural product for the purpose of retarding spoilage or
otherwise preparing the agricultural product for market. This includes
acceptable processing aids and ingredients, appropriate packaging
materials and labeling, cleaning methods, waste disposal and pest
management at processing facilities.
Why did we need regulation of organic foods?

More than two decades ago, when the U.S. Congress passed its 1990 Farm Bill,
a congressional mandate was included in the bill (Title 21) instructing the U. S.
Department of Agriculture (USDA) to create a national legal definition of "organic"
that would provide reliable, uniform, and enforceable standards for any food
bearing the term "organic."

The development of organic standards was designed to provide consumers with

a food labeling process that they could trust to reflect high-quality standards in
food production.

What is USDA certification?

Certification is the process by which the consumer is assured that a product

marketed as "organic" is in compliance with production and handling
requirements set forth in USDA regulations.

All producers of organic food, livestock, and fiber crops as well as handlers or
organic products must be certified (except growers who gross less than $5000
and retailers).

Growers and handlers submit an Organic Farm Plan or an Organic Handling Plan
to a USDA accredited certifying agent detailing their growing and handling
methods.

On-site inspections are conducted by certifying agents to verify submitted plans.

Methods and materials used in production must meet standards set in the new
regulations. Clear documentation of methods and materials must be kept. There
must be a paper trail tracing a product back to its production site, enabling
verification of production methods and materials.

Certification is the process by which the consumer is assured that a product

marketed as "organic" is in compliance with production and handling
requirements set forth in USDA regulations.

How are organic foods identified?

Organic foods can be identified through 4 different types of label information.

Least common in the marketplace, but most reliable, is the claim "100% organic"
on the front of any certified organic food. This claim requires all ingredients in the
food (without except) to be produced in compliance with organic regulations.

Much more common in the marketplace is the presence of the USDA organic
logo on the front of a certified organic food. This USDA logo often appears in
green as pictured below:
Certified organic foods bearing the USDA logo must contain at least 95% (by
weight or fluid volume, excluding water and salt) approved ingredients. Up to 5%
of the food may contain prohibited ingredients, if those ingredients are not
available in organic form. For example, an ingredient containing a synthetic
pesticide residue may be included in a certified organic food bearing the USDA
logo, as long as that ingredient could not be obtained by the manufacturer in
organic form and as long as the weight of the ingredient did not exceed 5% of the
total weight of the product (by weight or fluid volume, excluding water and salt).
However, there is one important caveat to this "5%" rule for certified organic
foods bearing the USDA logo: even in the 5% "non-organic" portion of the food,
ingredients are not allowed to be genetically engineered, fertilized with sewage
sludge, or irradiated.

A third way to identify certified organic foods is through "Made With" labeling
claims on the front of the packaging. For example, a certified organic pasta
sauce may say "Made with Organic Tomatoes" on the front of the packaging. In
the case of "Made With" claims, at least 70% of all ingredients (by weight or fluid
volume, excluding water and salt) must be in compliance with all organic
regulations. As such, 30% of ingredients may contain prohibited ingredients,
provided that those ingredients are not available in organic form. Just like use of
the organic logo, however, there is one important caveat to this "30%" rule for
certified organic foods showing "Made With" claims: even in the 30% "non-
organic" portion of the food, ingredients are not allowed to be genetically
engineered, fertilized with sewage sludge, or irradiated.

A final way to identify certified organic foods is through individual ingredient

entries on the Ingredients List on the side or back of the packaging. If a food
contains less than 70% of its ingredients (by weight or fluid volume, excluding
water and salt) as organic, no labeling claims are permitted on the front of the
packaging. However, individual organic ingredients that comply with USDA
regulations may be listed on the side or back of the packaging in the product's
Ingredients List.

In summary, your best bet for selecting certified organic foods is to choose foods
that state "100% Organic" on the front of the packaging. If you are purchasing
whole fruits and vegetables in the produce section of the grocery and the foods
are labeled as organic, that's just as good! These whole fruits and vegetables are
simply themselves and have no additional ingredients from a labeling standpoint.
It is worth pointing out, however, that certain waxes are permitted in the handling
of certified organic fruits and vegetables including shellac (from the lac beetle)
and carnauba wax (from carnauba palm). It's also worth pointing out that frozen
or canned fruits and vegetables that have been certified as organic may contain
added ingredients. If you are using the USDA's organic logo to identify these
foods as organic, you will need to check the Ingredient List on the packaging to
determine if added ingredients are present, and if any of these added ingredients
are non-organic and simply fall into the "5%" non-organic category that logo-
bearing foods are allowed to have under USDA regulations.

Critics of organic labeling sometimes point to these "5%" and "30%" rules as
"loopholes" in the organic certification process, and they sometimes view these
labeling standards as regulations that work to undermine the credibility of
certified organic foods. Supporters of organic labeling point to the need for
government to be realistic about food manufacturing and constraints on growers
and manufacturers of food. At the World's Healthiest Foods, we believe that both
sides make good points. However, as consumers, each of us has the ability - and
perhaps also the responsibility - to ask questions about the quality of food, and to
bring our own standards to bear on the food that we eat.

What does it mean if I see the word "transitional" on a food label?

Crops grown on land that is in transition to organic (during the first three years
after switching from conventional farming, for instance) cannot be certified as
organic, and by federal law, cannot be labeled as "transitional". However, under
state law, products can already be certified as "transitional" and will continue to
be labeled as "transitional" as long as the state laws remain in effect.

What foods are covered under current organic standards?

Fruits and Vegetables, including Mushrooms

Grains
Legumes
Nuts and Seeds
Dairy Products and Eggs
Livestock Feed
Meats and Poultry

One major group of foods - seafoods - are not currently covered within the
regulations. The National Organics Standards Board has officially adopted
recommendations for seafood (including both finfish and mollusks like oysters,
clams, mussels and scallops), but these recommendations have not been added
to the National List and implemented into the law as official USDA regulations.

Are there any foods that are not covered by the federal organic
standards?

Yes. As mentioned above, seafood is a major exception to the organic

regulations and has yet to be legally certified by the USDA. Honey is also a food
not directly regulated by the USDA. Certified organic honey has been a confusing
issue for consumers, since the USDA allows its official organic logo to be placed
on honey that has been certified as organic by other agencies.
Can you give me some examples of organically labeled foods?

Yes. You might see the following types of labels on federally certified organic
foods:

A label that reads "100% Organic Vegetable Soup" would be stating that
all of the ingredients in the soup are certified as organic.
Alternately, a soup label that reads "Vegetable Soup" and includes the
phrase "Made with Organic Carrots and Tomatoes"" on the front panel
would be indicating that the carrots and tomatoes were organic and that a
minimum of 70% of all ingredients in the soup (by weight, excluding water
and salt) were organic. Up to 30% of the other ingredients might be non-
organic (depending on the availability of organic ingredients at the time of
manufacture), but none of those ingredients could be genetically
engineered, irradiated, or fertilized with sewage sludge.
Another label might read simply "Vegetable Soup" and include the word
"organic" only alongside individual items found on the Ingredients List on
the side or back of the packaging. For example, the Ingredients List might
read: water, potatoes, carrots and organic kidney beans. In this case, you
would know that the potatoes and carrots were not produced organically
and that the non-organic ingredients accounted for more than 30% of the
weight of the soup (excluding water and salt).

Why Organic Foods are better for Health

Can organic foods really improve my health?

Yes. Consumption of organically grown food is a great way to reduce your

exposure to contaminants commonly found in foods that have been grown using
conventional agricultural practices. These contaminants may include not only
pesticides - many of which have been classified as potential cancer-causing
agents - but also heavy metals such as lead and mercury, and solvents like
benzene and toluene. Minimizing exposure to these potential toxins is an
important benefit for your health. Heavy metals can damage nerve function,
contributing to diseases such as multiple sclerosis, and interfere with hemoglobin
production in a way that increases risk of anemia. Solvents can damage white
blood cell function and lower the immune system's ability to resist infections.

In addition to lessening your exposure to these potentially harmful substances,

organically grown foods, on average, contain higher levels of many nutrients
including vitamins and minerals.

These two aspects of the organic consumption - decreased intake of

contaminants and increased intake of nutrients - have both been topics of
controversy in research. While we understand the reasons for this controversy,
we are also firmly convinced that organically grown foods contain significantly
fewer contaminants than their conventionally grown counterparts, as well as
significantly richer nutrient content.
Let's take the contamination aspect first. One of the largest scale studies,
conducted by the U.S. Department of Agriculture on more than 94,000 food
samples, found at least one pesticide residue on approximately 75% of
conventionally grown fruits and vegetables, in comparison to approximately 25%
of organically grown vegetables. Almost half of the pesticide residues found on
organically grown vegetables involved DDT or its metabolites. (DDT is a
pesticide that has been banned for 40 years for use on food, but because it can
be very persistent in the environment, it often shows up in foods decades later.)
When DDT and related pesticides were excluded from the results, the
percentage of organically grown foods with pesticide residues dropped to about
13%. Studies have been conducted in countries throughout Europe and the
Mediterranean comparing one or two specific, organically grown foods to their
conventional counterparts, and the results have consistently shown lower
contaminant levels in the organically grown foods.

With respect to nutrient content, organically grown fruits and vegetables - on

average - appear to contain about 15% higher levels of nutrients than
conventionally grown fruits and vegetables. Results in this area have not always
been consistent, however, and in some cases, conventionally grown fruits and/or
vegetables have been analyzed as having higher nutrient levels than organically
grown vegetables. One early piece of research in this area - a review of 34
studies comparing the nutritional content of organic versus non-organic food -
was published in 1998. In this research, compared to conventionally grown food,
organically grown food was found to have: similar or slightly lower amounts of
protein, but higher protein quality (in terms of amino acid composition); higher
levels of vitamin C in about half of all studies; and 5-20% higher mineral levels for
a majority of minerals. Higher flavonoid content has also been shown in one
study of organic versus non-organic foods.

From our perspective at the World's Healthiest Foods, we are not surprised at
either set of results. Organics regulations are quite extensive in their lists of
prohibited substances, and lower levels of contaminants in certified organic foods
make perfect sense. Foods depend on soil and water for their nourishment, and
cleaner soil and water means cleaner food. It's that simple.

The nutrient concentrations in organic versus non-organic food are another

matter, however. Here the relationship is not so simple. Soil quality can vary
greatly from region to region, and many differences in soil quality cannot be
overridden by organic farming practices. Neither can genetic tendencies in
plants, which can be very closely connected with the plants' harvest-stage
nutrient content. In short, nutrient composition in plants is the result of many
different factors that interact in a complex way, and organic farming practices -
while beneficial - would not be expected to function like an "overriding factor" in
terms of nutrient content. The idea of an average improved nourishment level of
5-20% makes good sense to us given this complicated mix of factors.

When you combine a significantly lower exposure to food contaminants with a 5-

20% greater intake of nutrients, what you get is a winning combination. That's
exactly the way we think about certified organic foods with respect to health: they
are a winning combination, and clearly deserve a place in your meal plan.

What substances do we avoid by eating organic food?

Several thousand contaminants routinely present in the U.S. food supply are, by
law, excluded from organic food, including:

Synthetic Pesticides: By far the largest group of contaminants to be largely

prohibited from organically grown foods are synthetic pesticides, which are found
virtually everywhere else in the food supply. Several hundred different chemicals
and several thousand brand-name pesticide products are legally used in
commercial food production. The Environmental Protection Agency has classified
dozens of pesticides as potential carcinogens (cancer-causing agents). These
pesticides can affect much more than the crops on which they are directly
sprayed. A 1996 study by the Environmental Working Group found 96% of all
water samples taken from 748 towns across the U.S. contained the pesticide
atrazine, and at least 20 different chemical pesticides are routinely present in
municipal tap water across the U.S. Many of these pesticide residues found in
tap water started out in the form of crop sprays to help control infestation of food
crops.

Heavy metals: The toxic metals cadmium, lead, and mercury can enter the food
supply through industrial pollution of soil and groundwater and through
machinery used in food processing and packaging. Cadmium exposure, which
can be concentrated in plant tissues at levels higher than those in soil, has been
linked to increased risk of lung, prostate and testicular cancers. Despite a well-
documented negative impact on health - especially health of young children -
lead residues can be found in many foods, including canned foods, which may
still contain lead solder. Even low levels of lead intake can be harmful and have
been associated with impaired neurobehavioral development, decreased stature
and growth, and impaired hearing.

Solvents: Used to dissolve food components and produce food additives,

solvents are found in a wide variety of commercially processed foods. Excessive
exposure to solvents such as benzene and toluene has been linked to increased
risk of several types of cancer. Excessive exposure to benzene has also been
lined to increased risk of rheumatoid arthritis.

While food is by no means our only source of exposure to potentially harmful

synthetic chemicals or heavy metals, food is something that passes continuously
through our bodies, meal after meal, day after day, and year after year. It's this
constant exposure to food that makes its quality so very important in our health.

Why Organically Grown Foods Are Better for the Health of Our
Planet
What are the environmental benefits of organic farming over
conventional farming methods?

Organically grown foods are cultivated using farming practices that can work to
preserve and protect the environment.

Most conventional farming methods depend on a wide range of "off-farm inputs"

for success. If the soil does not contain enough minerals, minerals are purchased
from off the farm in the form of bagged synthetic fertilizers from a farm supply
store. If there is not enough water available, irrigation pumps are installed and
natural gas is used to run the pumps and irrigate the fields with groundwater. If
insects are a threat to crops, pesticides are purchased from a supply store and
sprayed to prevent crop infestation. These methods may result in successful crop
production, but they do not result in sustainable use of resources. And in many
cases, they can pose a risk to health by contaminating soil, water and air with
levels of synthetic chemicals that cannot be readily absorbed by the earth.

Organic farming practices try to minimize "off-farm inputs" and seek to develop
farming environment that is more self-contained. Along with the composting of
plant materials, animals on the farm may be able to provide much of the
necessary fertilizer in the form of composted manure. Crop rotation and the
planting of cover crops may be able to improve soil nourishment. Avoidance of
moldboard plowing may be able to help preserve soil integrity. Interplanting of
crops may help reduce the need for pesticides as might biological balances in
which natural predators take care of unwanted pests. Berms may help protect
soil and plants from wind.

According to many experts in the field of resource conservation and global

warming, changes in farming practices worldwide could very likely form a
centerpiece for climate stabilization across our planet. Organic farming practices
may be able to greatly reduce carbon emissions associated with production and
transport of synthetic fertilizers, and carbon sequestration (retention) by
agricultural land could be greatly increased through organic farming practices. By
cutting down on carbon emissions and capturing more carbon in croplands
themselves, organic farmers might be able to change U.S. agriculture from being
a net emitter (releaser) of carbon into the atmosphere to a net retainer of carbon.
That change might be able to help reverse the problem of humankind's ever-
increasing carbon footprint.

Can you give me a one or two sentence summary of "organic"

as it applies to USDA food labeling?

When the USDA certifies a food as organic, it is guaranteeing that the food was
produced through USDA-approved methods designed to improve food quality
and environmental conditions associated with food production. As part of this
guarantee, the USDA forbids the use of sewage sludge, irradiation, or genetic
engineering in any certified organic food, and at present, certified organic food is
one of the few ways that U.S. consumers have to guarantee the absence of
these practices from a food's production.

How are organic foods regulated?

Federal regulations are the laws authorized by major legislation enacted by the
U.S. Congress. As part of the 1990 Farm Bill, the U.S. Congress included a title
called Title XXI: The Organic Foods Production Act (OFPA). In this section of the
Farm Bill, Congress instructed the U.S. Department of Agriculture to establish the
National Organic Program (NOP). Once the 1990 Farm Bill was approved and
signed into law, the USDA became responsible for developing organic standards.

What is the National Organic Standards Board?

As part of its ongoing process for development of organic standards, the National
Organic Program relies heavily on the work of its 15-member National Organic
Standards Board (NOSB). The NOSB is appointed by the Secretary of
Agriculture and is comprised of representatives from the following categories:
farmer/grower; handler/processor; retailer; consumer/public interest;
environmentalist; scientist; and certifying agent. Several standing committees
exist on the NOSB, including a Livestock Committee, Materials Committee,
Crops Committee, Policy Development Committee, Handling Committee, and
Certification/Accreditation/Compliance Committee. NOSB committees typically
meet on a quarterly basis to review petitions and consider proposed changes in
organic regulations.

What factors led up to U.S. government certification of organic

food?

Organic production had been practiced in the United States since the late 1940s.
From that time, the industry had grown from experimental garden plots to large
farms with surplus products sold under a special organic label. Food
manufacturers developed organic processed products and many retail marketing
chains specialized in the sale of "organic" products. This growth stimulated a
need for verification that products are indeed produced according to certain
standards. Thus, the organic certification industry also evolved.

More than 40 private organizations and state agencies (certifiers) currently certify
organic food, but their standards for growing and labeling organic food may differ.
For example, some agencies may permit or prohibit different pesticides or
fertilizers in growing organic food. In addition, the language contained in seals,
labels, and logos approved by organic certifiers may differ. By the late 1980s,
after an attempt to develop a consensus of production and certification
standards, the organic industry petitioned Congress to draft the Organic Foods
Production Act (OFPA) defining "organic."

Can you give me more details about the certification process?

Certification standards establish the requirements that organic production and
handling operations must meet to become accredited by USDA-accredited
certifying agents. The information that an applicant must submit to the certifying
agent includes the applicant's organic system plan. This plan describes (among
other things) practices and substances used in production, record keeping
procedures, and practices to prevent commingling of organic and non-organic
products. The certification standards also address on-site inspections.

Producers and handling (processing) operations that sell less than $5,000 a year
in organic agricultural products are exempt from certification. They may label
their products organic if they abide by the standards, but they cannot display the
USDA Organic seal. Retail operations, such as grocery stores and restaurants,
do not have to be certified.

Accreditation standards establish the requirements an applicant must meet in

order to become a USDA-accredited certifying agent. The standards are
designed to ensure that all organic certifying agents act consistently and
impartially. Successful applicants will employ experienced personnel,
demonstrate their expertise in certifying organic producers and handlers, and
prevent conflicts of interest and maintain strict confidentiality.

Imported agricultural products may be sold in the United States if they are
certified by USDA-accredited certifying agents. Imported products must meet the
NOP standards. USDA has accredited certifying agents in several foreign
countries.

In lieu of USDA accreditation, a foreign entity also may be accredited when

USDA "recognizes" that its government is able to assess and accredit certifying
agents as meeting the requirements of the NOP called a recognition agreement.

What is rulemaking?

Rulemaking is the process of creating, amending, or removing regulations from

the organics standards. The National Organics Program typically conducts
rulemaking using four sequential steps:

1. Initial Planning. Before beginning the rulemaking process, the NOP first
determines that the regulatory action is authorized by the Organic Foods
Production Act. Rulemaking may be initiated for a variety of reasons, including:
description of new requirements, clarification of existing language, and
amendment of the National List.

2. Proposed Rule. A notice of proposed rulemaking is issued by the NOP, which

proposes to add, change, or delete regulatory language and includes a request
for public comments during a specified time period.

3. Public Comments. Public comments on the proposed rule are received and
analyzed by the NOP.
4. Final Rule. A file rule is issued.

The overall rulemaking process can be lengthy, and can take anywhere from one
to multiple years.

What are the basic organic standards for plant crops?

Farmers wanting to produce certified organic crops must show the USDA that
their cropland has been free of prohibited substances for a period of 3 years. In
addition farmers must agree to use practices that help promote soil integrity,
including crop rotation and composting. While the USDA allows composted
manure to be used in organic crop production, composting standards for manure
are much stricter than non-organic standards. To prevent "drift" from synthetic
pesticides or fertilizers used on non-organic adjacent cropland, farmers are also
required to establish buffer zones around all certified organic crops.

What are the basic organic standards for livestock (animals)?

When raising animals for food, farmers seeking organic certification are required
to provide animals with 100% organic feed. They are also prohibited from routine
use of antibiotics, wormers, and other prescription medications as a means of
preventing illness in animals. There is also a requirement that animals have
access to pasture during the grazing season, and that a minimum of 30% of total
dry matter intake (DMI) be obtained from pasture forage during the grazing
season. At a minimum, the grazing season must extend for at least 120 days.
Organic regulations also require that animals have outdoor access during the first
6 months of life, except for circumstances involving problematic weather.

Are there basic organic standards for processing and handling?

Yes. Processors of certified organic food are forbidden to use certain additives,
including sulfites, nitrites, and nitrates. Handlers of certified organic food are not
allowed to store the food in any containers that contain prohibited synthetic
fungicides or fumigants. In addition, containers that have previously come into
contact with prohibited substances may not be reused to store certified organic
foods.

What is the National List?

The National List is a critical part of federal organic standards. It lists materials
that are acceptable for use in organic food production, materials that are
prohibited from use, and "processing aids" that are acceptable during the organic
food production process. As a very general guideline, natural (non-synthetic)
substances are allowed for use in organic production and synthetic substances
are prohibited. However, there are definitely exceptions to this general rule, and
the National List includes a specific section for Allowed Synthetic Substances
and Prohibited Non-Synthetic (natural) Substances. The National List does not
specific brand name products of any kind, but instead lists all allowed and
prohibited substances by generic name. It's important to remember that the
National List is continually changing, since allowed and prohibited substances
can be added or removed from the list. Removals and additions typically involve
NOSB committee review of petitions from manufacturers and other parties
seeking changes in National List. Take me directly to the The National List.

How do I know if my food is organic?

Look at the label. If you see the USDA organic seal, the product is certified
organic and has 95 percent or more organic content (by weight, excluding water
and salt). For multi-ingredient products such as bread or soup, if the label claims
that it is made with specified organic ingredients, you can be confident that those
specific ingredients have been certified organic.

Can you give me more details about labeling?

Labeling standards are based on the percentage of organic ingredients in a

product. Products labeled "100 percent organic" must contain only organically
produced ingredients. Products labeled "organic" must consist of at least 95
percent organically produced ingredients. Products meeting the requirements for
"100 percent organic" and "organic" may display the USDA Organic seal.

Processed products that contain at least 70 percent organic ingredients can use
the phrase "made with organic ingredients" and list up to three of the organic
ingredients or food groups on the principal display panel. For example, soup
made with at least 70 percent organic ingredients and only organic vegetables
may be labeled either "made with organic peas, potatoes, and carrots," or "made
with organic vegetables." The USDA Organic seal cannot be used anywhere on
the package.

Processed products that contain less than 70 percent organic ingredients cannot
use the term "organic" other than to identify the specific ingredients that are
organically produced in the ingredients statement.

A civil penalty of up to $11,000 for each offense can be levied on any person who
knowingly sells or labels as organic a product that is not produced and handled in
accordance with the National Organic Program's regulations.

Organic products are grown under a system of agriculture without the use of
chemical fertilizers and pesticides with an environmentally and socially
responsible approach. This is a method of farming that works at grass root level
preserving the reproductive and regenerative capacity of the soil, good plant
nutrition, and sound soil management, produces nutritious food rich in vitality
which has resistance to diseases.

India is bestowed with lot of potential to produce all varieties of organic products
due to its various agro climatic regions. In several parts of the country, the
inherited tradition of organic farming is an added advantage. This holds promise
for the organic producers to tap the market which is growing steadily in the
domestic market related to the export market.

As per the available statistics, Indias rank in terms of Worlds Organic

Agricultural land was 15 as per 2013 data (Source FIBL & IFOAM Year Book
2015). The total area under organic certification is 5.71million Hectare (2015-
16). This includes 26% cultivable area with 1.49 million Hectare and rest 74%
(4.22 million Hectare) forest and wild area for collection of minor forest produces.

The Government of India has implemented the National Programme for Organic
Production (NPOP). The national programme involves the accreditation
programme for Certification Bodies, standards for organic production, promotion
of organic farming etc. The NPOP standards for production and accreditation
system have been recognized by European Commission and Switzerland for
unprocessed plant products as equivalent to their country standards. Similarly,
USDA has recognized NPOP conformity assessment procedures of accreditation
as equivalent to that of US. With these recognitions, Indian organic products duly
certified by the accredited certification bodies of India are accepted by the
importing countries.

PRODUCTION

India produced around 1.35 million MT (2015-16) of certified organic products

which includes all varieties of food products namely Sugarcane, Oil Seeds,
Cereals & Millets, Cotton, Pulses, Medicinal Plants, Tea, Fruits, Spices, Dry
Fruits, Vegetables, Coffee etc. . The production is not limited to the edible sector
but also produces organic cotton fiber, functional food products etc.

Among all the states, Madhya Pradesh has covered largest area under organic
certification followed by Himachal Pradesh and Rajasthan.

EXPORTS

The total volume of export during 2015-16 was 263687 MT. The organic food
export realization was around 298 million USD. Organic products are exported
to European Union, US, Canada, Switzerland, Korea, Australia, New Zealand,
South East Asian countries, Middle East, South Africa etc.

Oil seeds (50%) lead among the products exported followed by Processed food
products (25%), Cereals & Millets (17%), Tea (2%), Pulses (2%), Spices (1%),
Dry fruits (1%), and others.
 CHEPTER III
COMPANY PROFILE

A Vehicle of consciousness

Industry Organic foods and health supplements

Founders Bharat Mitra,Bhavani Lev

Key Bharat Mitra&Bhavani Lev (Founders),

people

Products Organic Tulsi tea ranges, Health supplements and

Commodities

Brands Tulsi green tea, Tulsi Original, Tulsi Masala Chai, Tulsi ginger,

Website http://www.organicindia.com

ORGANIC INDIA was formed in the 1990's by a small group of people from
around the world who met in Lucknow, a town in northern India. They had
traveled to meet H.W.L. Poonja, the spiritual teacher fondly known as "Papaji."
Drawn by the search for truth and self-realization, they came to hear Papajis
simple teachings:

"Keep Quiet. The eternal truth exists within you. Do not entertain a single thought
and the truth will reveal itself to itself."

Inspired by Papaji's lifetime of service, this group of visionaries (and future

founders of ORGANIC INDIA) together created a holistic business that would
eventually change the face of agriculture in northern India. Their idea was simple:
establish a sustainable business model to support the livelihood of thousands of
impoverished farmers in India by providing training and education, enabling self-
sufficiency and skills that could be passed on to future generations.

This idea became a movement as organic and biodynamic farming methods

were developed and practiced. The founder's mission to offer safe effective
herbal products to the world is the driving force behind an organic revolution that
started with ORGANIC INDIA and is now taking root all across India.
ORGANIC INDIA is inspired by and lovingly dedicated to Sri H.W.L. Poonja,
Papaji, and Sri RamanaMaharshi, one and the same, embodiment of truth, of
unconditional love for all beings and all creation, of supreme peace, of selfless
service, of limitless compassion, of eternal wisdom, Sat, Chit, Ananda, Moksha.

At the heart of ORGANIC INDIA is their commitment to be a living embodiment of

love and consciousness in action. They work with thousands of small family
farmers in India to cultivate tens of thousands of acres of sustainable organic
farmland.

All ORGANIC INDIA products support health and True Wellness and are made
with loving care. Each product is one link in a chain of connectedness between
Mother Nature, their farmers and you. By choosing ORGANIC INDIA consumers
are completing this chain, actively participating in their mission to create a
sustainable environment of True Wellness, providing training and a life of dignity
to their farmers, and bringing health, happiness and True Wellness to you.

All of their farmers and tribal wild crafters are educated in organic and
biodynamic agricultural practices. They pay all the fees associated with acquiring
the necessary organic certifications for them, and then they purchase the
harvested crops and herbs at a premium market price. The farmers also rotate
between growing crops on their land for ORGANIC INDIA with food crops for
themselves. This means farming families are supported by a sustainable income,
while at the same time improving and preserving their own health and natural
environment.

ORGANIC INDIA is committed to being a trustworthy and innovative global

leader by providing genuine True Wellness products. Their advanced processing
methods and dehydration technologies ensure that their herbs retain their
maximum level of potency for the highest quality, most effective, pure and natural
True Wellness products available in the market today. Their success serves as
living proof that shared abundance can be created with an uncompromising
commitment to environmental and social responsibility. In living this vision, they
are inspired to introduce a new standard for new paradigm companies: EARTH
SEER

ORGANIC INDIA is proud to announce its partnership with Fabindia - Indias

largest private retail platform for craft based products. Fabindia sources from
rural artisans across the country to bring a contemporary range of lifestyle
products to customers around the world. Besides a distinctive range of clothing
and products for your home, Fabindia offers you the choice of complete organic
lifestyle with its wide range of organic and natural foods.

Organic and Quality Certification

We are passionate about raising the standards within the organic industry by our
own example, and are amongst the few herbal companies in India to receive
HACCP, GMP, ISO 9001-2008 and Kosher Certifications. We have Organic
Certifications from Control Union and SGS as per USDA, EU and NPOP
Organic Standards.

From preservation of seed to sowing, from cultivation to harvesting, from

processing to production through sales and marketing, each step of the way is a
testimony of our commitment to integrity, accountability and responsibility for
Holistic Quality Assurance.

EARTH SEER
This new standard reflects a sustainable business
commitment which inspires, promotes and supports
well-being and respect for all beings and for Mother
Nature. Earth Seer stands for the following criteria:

Ethical
Accountable
Reliable
Trustworthy
Holistic
Socially, Environmentally
and Economically Responsible

GMP - Good Manufacturing Practices

SGS GMP certification verifies that all required practices necessary

for an effective food safety program are being followed. It
addresses hygiene In all aspects of the SGS manufacturing
process, including premises and equipment, primary production,
packaging, warehousing, distribution, pest control and waste
management, as well as routine personal hygiene of personnel.
ORGANIC INDIA Pvt. Ltd. meets the requirements of Codex
Allmentarius Commission Guidelines, Recommended International
Code of Practices, General Principles of Food Hygiene. CAC/RCP
1-1969 Rev. 3 (1997).

HACCP - Hazard Analysis & Critical Control Points

 HACCP based Food Safety Management System registration and
certification verifies that World Health Organization standards are
met in the management of food safety and hygiene. The HACCP
based Food Safety Management System Registration is based on
the Criteria for assessment of an operational HACCP system. It is
an accredited registration scheme for assessing the operational
status and performance of a HACCP based Food Safety
Management System to ensure the safety of foodstuffs.
Organizations that successfully complete the assessment earn
both a highly regarded HACCP certificate and registration,
communicating to consumers, retailers, governmental authorities
and other interested parties that they can have justified confidence
in the way that organization controls food safety and food hygiene.

ISO 9001 : 2008

ISO Certification has become a most essential pre-requisite, world

over. There is no better guarantee than ISO Certification in earning
the buyers confidence and recognition for a product.
Internationally. ISO standards ensure vital features such as quality,
ecology, safety, economy, reliability, compatibility, inter-operability,
efficiency and effectiveness. They facilitate trade, spread
knowledge, and share technological advances and good
management practices. ISO standards provide practical solutions
and achieve benefits for almost every sector of business, industry
and technology, and for all three dimensions of sustainable
development - economic, environmental and social.

NPOP India Organic

Indian National Programme for Organic Production & India

Organic Logo is governed by APEDA, which provides national
standards for organic products through a National Accreditation
Policy and Programme. The aims of the National Programme for
organic production include: (1) To provide the means of evaluation
of certification programs for organic agriculture & products as per
internationally approved criteria. (2) To accredit certification
programs. (3) To facilitate certification of organic products in
conformity to the National Standards for Organic Products. (4) To
encourage the development of organic farming and organic
processing.
USDA - United States Department of Agriculture

The USDA organic certification verifies that all United States

Department of Agriculture regulations, requirement and
specifications are adhered to. It covers a wide range of detailed
monitoring and control measures. It is one of the most
comprehensive and demanding certification systems to ensure
absolute commitment to Organic Certification qualifications as
established by the United States Department of Agriculture.

Control Union Certifications

Control Union Certifications World Group is an internationally

recognized certification organization and carries out inspections
and issues certification for sustainable agricultural, processing and
production methods. It certifies that raw materials originate from
organic cultivation and are processed using organic methods.
Control Union verifies that products have been cultivated
according to sustainable production methods by means of
supervising, testing, inspecting, assessing and certifying them as
per the regulations EEC 2092/91, NOP of USDA (National Organic
Programme of United States Department of Agriculture), JAS
(Japanese Agricultural Standard).

EU Organic Certification

The EU organic logo guarantees that the product in question

complies with the common European organic food standards.
Consumers buying products bearing this logo can be confident that
at least 95% of the products ingredients have been organically
produced, the product complies with the rules of the official
inspection scheme, the product has come directly from the
producer or preparer in a sealed package and that the product
bears the name of the producer, the preparer or vendor and the
name or code of the inspection body. The hope is that in the long
term the EU logo will be able to solve the trade problems that the
organic food sector faces today.

OU Kosher
 The OU logo indicates that a product may be consumed by all
those who observe kosher dietary laws, as well as by many others
who have special dietary requirements. Today, manufacturers and
consumers alike view the logo as an independent verification of
quality, integrity and purity. They know, too, that the reputation of
the Orthodox Union is unmatched for reliability and for meeting the
highest kosher standards. By far the largest of the kosher
certification agencies - and by far the most extensive in its global
reach - the Orthodox Union is renowned for its ability to serve its
clients needs promptly and efficiently. The conferral of OU Kosher
certification on our brand raises its profile in the market place and
helps to expand our market share. When a product is certified
Kosher, the consumer can be assured that every ingredient going
into that product is identified and sourced with the highest integrity.

Soil Association

Established since 1973, the Soil Association certifies over 4,500

farms and businesses all over the world. Experience, knowledge
and expertise in all aspects of the organic sector, means the Soil
Association symbol is the most recognized organic mark in the UK
today. The Soil Association standards not only meet the UK
government's minimum requirements but exceed them especially
in areas concerning the environment and animal welfare.

GMO FREE

Supporting sustainable agriculture is at the very core of ORGANIC

INDIAs mission. Awareness of the devastating impact GMO crops
have on farmers in India and worldwide stands behind our
uncompromising support of Right to Know GMO labeling efforts.

Halal Certification

Halal Committee - JamiatUlama - E - Maharashtra (JUM) looks

after all matters pertaining to the general application of the term
Halal with specific reference to Islamic dietary laws. Jamiats
membership comprises of leading theological bodies (Sharia
Committee) & professional individuals of the country (Technical
Committee) .Jamiat enjoys worldwide recognition as the only
National Body from India authorized to do Halal Certification of
Indian Products.
Non GMO Project Verification

A numerous amount of ORGANIC INDIAs Tulsi teas and herbal

supplements (expect Ghee and Chyawanprash which are outside
the scope of verification) have been verified as Non-GMO. This
verification authenticates the integrity of ORGANIC INDIA seeds,
herbs and products as natural, heritage strains. Non-GMO Project
is a non-profit organization raising awareness about the dangers
and unknowns of genetically modified foods and encouraging
government to allow consumers to make informed decisions about
purchasing GMO products.

WHY ORGANIC ?

As part of our mission to create a sustainable global environment, ORGANIC

INDIA engages in farming practices that regenerate the soil and protect the
biodiversity of the earth.

What is organic farming?

Organic farming is the practice of growing crops without the use of chemical
pesticides, herbicides and fertilizers. It relies mainly on crop rotation, organic
fertilizers and plant-based pesticides and herbicides to maintain soil productivity
and tilth.

Why is organic farming important?

There is more and more evidence that chemical-based fertilizers, herbicides and
pesticides are extremely harmful to our health. However, the strongest argument
in favor of organic farming remains the environmental benefit. In a world facing a
global climate crisis, it has become imperative that we do as much as possible to
reduce the negative effects of global warming. Harmful emissions are released
into our atmosphere during the manufacturing of these chemical fertilizers,
pesticides and herbicides that have been linked to global warming. Conventional
agriculture relies heavily on these chemicals which further harm our eco-system
when they enter our soil and seep into water supplies.

What is Biodynamic agriculture?

Biodynamic agriculture is a step beyond organic. It is a holistic program that
utilizes crop rotation, a planting calendar using the cycles of the moon, the sun
and the seasons to determine the best time to plant each crop, and specially
prepared homeopathic compounds which are added to water and soil to increase
the vitality of the land, the water and the crops themselves.

Why is Biodynamic agriculture important?

Using Biodynamic agriculture restores balance and increases the health of the
eco systems where the method is used. While it also prohibits the use of
chemical fertilizers, pesticides and herbicides, it adds elements which help to
heal damage to the eco-system which has been caused by any prior use of these
toxic substances.

What is ethical wildcrafting?

Ethical wildcrafting is the practice of harvesting plants from the wild in a

sustainable manner, without depleting the population or damaging the habitat of
the plants that are being harvested.

Why is ethical wildcrafting important?

The population of many plants that grow in the wild is declining due to over-
harvesting and loss of habitat. It is important to harvest plants in a way that
ensures that they will continue to grow back each year, thus maintaining the
delicate balance of their eco-system and ensuring the continued supply of these
natural resources.

What is sustainable agriculture?

Farming that provides a secure living for farm families, maintains the natural
environment and resources, supports the rural community and offers respect and
fair treatment to all involved.
ORGANIC INDIA Foundation

The ORGANIC INDIA Foundation was formed to serve ORGANIC INDIAs

farming communities, providing much needed medical care and health education
for farmers, workers and their families. Two clinics are currently operating in the
State of Uttar Pradesh, at Azamgarh and Rath.

The Foundation organizes health camps in surrounding villages and arranges in-
home visits for women who are unable to travel to the clinics. In addition to health
care, the ORGANIC INDIA Foundation is committed to raising awareness about
the importance of education and emphasizing gender equity. Vocational training
to assist villagers to develop new skills and becoming self-reliant also an integral
function of the Foundation.

Key services of the ORGANIC INDIA FOUNDATION:

Medical clinics provide primary health care services to the farming

communities: up to 50,000 villagers every month.
Qualified medical professionals manage the clinics and offer holistic care
with herbal supplements, as well as allopathic medicines where required.
Health Education Camps & Awareness Programs are held regularly,
sharing vital information about general hygiene, sanitation, nutrition,
womens health, AIDS awareness, and overcoming tobacco & alcohol
addictions.
In- home visits are provided for education in women's health issues, as
well as pre and post natal awareness and infant care.
Regular Blood Donation Camps are sponsored, with ORGANIC INDIA
employees in the lead to give for those in need.
Blanket donations during winters to farmers with little or no heating in their
homes.
Interaction with life term prisoners in Lucknow prison serving Tulsi Tea
and free check ups
Vocational training to assist young women and elder villagers in becoming
self-reliant.
Scholarships are awarded to meritorius students from the farming villages
every year.
Permanent jobs are offered first to qualified children of farmers in
ORGANIC INDIA.
Our People

ORGANIC INDIA is a large and growing business. We treat all employees with
fairness, respect and dignity. We also empower poor and disadvantaged people
to become self-sufficient by improving their skills and economic security.

Our manufacturing and marketing departments employ over 500 people. In

addition, it is estimated that thousands of farmers, tribal people and their
communities around India have been impacted in some way by the work of
ORGANIC INDIA.

ORGANIC INDIA PRODUCTS

Tulsi Tea & Infusions

Our organic Tulsi Tea blends come in 18 delicious flavors! Tulsi, also called Holy
Basil, is revered throughout India as a sacred herb infused with healing power
and is considered to be the Queen of Herbs. Abundant in antioxidants, certified
organic Tulsi Tea is not only great tasting; it offers stress relief, increased energy
and a boost to your natural immune system.

ORGANIC INDIA's Tulsi Teas & Infusions are available in boxes, loose leaf
canisters and in bulk.
Tulsi Wellness Teas

Introducing True Wellness Blends! Our new line of healing herbal teas is
specifically formulated for True Wellness. Each function-specific tea masterfully
blends Tulsi-Holy Basil with other herbs to offer distinct benefits that support and
promote your True Wellness.

Herbal Supplements

Ayurveda is a complete healing system, combining mind, body and spirit that
originated in India thousands of years ago. At ORGANIC INDIA, we use the
principles of Ayurveda to create unique herbal supplements, containing
organically grown & ethically wildcrafted herbs, formulated to support your pure,
natural health! Our organic herbs and Ayurvedic medicine come in vegetarian
capsules.
Organic Chyawanprash

Our 100% organic Chyawanprash (CHAI-en-prah-sh) is made from the original

Ayurvedic recipe developed by the sages living in the forests of the Himalayas
and is the real deal! It is rejuvenating, energizing and boosts the immune system,
and often called The Elixir of Life.

Chyawanprash is helpful to everyone, regardless of age, by creating harmony in

the body and improving metabolism. Well-known as an immunity booster,
Chyawanprash also excels as an antioxidant, rejuvenator, and source of energy.
With Amla (Eblicaofficianalis) as a main ingredient, Chyawanprash also serves
as a rich source of vitamin C and antioxidants.

Organic Whole Husk Psyllium

Our psyllium is USDA certified organic. This means that from the time the seeds
are planted until the moment you purchase the final product, you have the
assurance that our psyllium is grown without pesticides, herbicides or chemical
fertilizers, contains no additives or sweeteners and is of the highest quality
available.

In whole husk form, derived from the seeds of the herbPlantagoovata, psyllium
husks are a rich source of soluble fiber. They naturally promote healthy
elimination and regularity while supporting the gastrointestinal system.

Organic Ghee

Our Desi Ghee is made of pure and fresh cow's milk using traditional methods.
The cows are kept in a stress-free environment, have access to pasture and are
fed primarily grass.
Organic Syrups

ORGANIC INDIA Syrups are made of organic herbs and organic sugarcane
juice. The organic status ensures that the nutritional and medicinal value of herbs
and sugar cane juice are intact and they are free from harmful effects of use of
chemical pesticides, fertilizers, herbicides, insecticides, preservatives, genetic
modification and radiological exposure.

Gifts

ORGANIC INDIA offers a range of gift items including hand-carved wood gift
boxes and other items. Selection varies depending on country and season.

Bulk Organic Herbs

ORGANIC INDIA offers a vast selection of Ayurvedic and medicinal herbs in bulk
quantities. All of our herbs are 100% certified organic and free from any
additives, preservatives, binders, or fillers. ORGANIC INDIA offers all of our
herbs whole, custom cut or ground to meet each of our customers specific
needs.

Bulk Tulsi Teas

We offer Tulsis remarkable, life enhancing qualities to you to fully enjoy in one
pound loose leaf packages. Tulsi, also called Holy Basil, is revered throughout
India as a sacred herb infused with healing power and is considered to be the
Queen of Herbs. Abundant in antioxidants, certified organic Tulsi Tea is not
only great tasting; it offers stress relief, increased energy and a boost to your
natural immune system.
RESEARCH METHODOLOGY

The information contained in this report is based upon both primary and

secondary sources. The primary data was collected by survey method through

questionnaire. Secondary data was also used. The secondary data were

composed through the reference of books, websites and magazines.

TOOLS USED:

(1) Primary data: The primary data was collected by survey method

through questionnaire.

(2)Secondary data:

- Websites of TAM media research,

exchange4media&zeenews, their group & other websites like

Google are to be used as the source of secondary data collection.

-Magazines:

-Newspaper

SAMPLING METHOD-

Random sampling

SAMPLE SIZE-

I have tried to collect data from more than 50 respondents.

DATA ANALYSIS & INTERPRETATION

Analysis based on the information collected from questionnaire interview. My

sample size was 100. To have an in-depth analysis lets start with the question-

wise analysis:

There were 27 questions in my questionnaire from that I got these results.

My Target group was cable and satellite users and over 15 year age.

48.00% male

62.00% female

39% 27.00%
below 19
19-25
25-40
29% 40 above
64%
 14%

10000 and above

54%
30.00% 10000-20000
20000-40000
above 40000

43%

27% 25%

2
2 to 4
4 to 6

36% above 6
38%

a) Natural or
Specialty food
34% 30.00% stores
a)
Large/corporate
food store
a) Small/locally-
19% 27% owned food store
 48% yes
52% no

26% yes
45.00% no
not sure

23%

16%

organic india
46%
big basket
20.00%
farm 2 kitchen
kuli kuli

31%
 42%
yes
no
58.00%

35.00%
yes
no
65.00%
SWOT ANALYSIS OF ORGANIC INDIA
STRENGTHS
1. Outsized young customer base
2. Favorable Climatic Conditions
3. Double benefits
WEAKNESS
1. Premium Pricing
2. Lack of awareness among farmers
OPPORTUNITIES
1. Rising Middle Class
2. Rising Modern retail
3. Rising Urban Drift
4. Surge in disposable incomes
THREATS
1. Substitutes
2. Competition
CONCLUSIONS AND RECOMMENDATIONS

This research helped me to know the role of qualitative factors such as various
viewpoints which plays major role for cable and satellite user. With the help of
research, I will be able to quantify all these qualitative factors such as various
view points of the consumers, personal preferences, tastes and their interests in
organic products. Organic product consumers, manufacturers, and farmers
strongly believe that organic products are very beneficial. Organic Food Industry
has been blossoming in India. The industry to which overseas demand/exports
was oxygen to breathe will be experiencing a colossal change in the
consumption pattern in times to come. With growing health awareness among
the people coupled with rising disposable incomes and support from Indian
government, organic food will surely secure a permanent place in Indian
households. Evolving perception of organic food from being a luxury only for elite
to a necessity will drive the domestic consumption. Also, overseas demand for
Indian organic food will remain robust and continue to drive the industry to rare
heights.
Indian Organic Food industry currently pegged at USD 189 million in 2011 is
stated to grow at a CAGR of ~45%, to reach USD 1733 million by 2017.
 APPENDICES

QUESTIONNAIRE

Q1. Gender.

(a) Male

(b) Female

Q2.Age group.

(a) Below 19

(b) 19-25

(c) 25-40

(d) 40 above

Q3. Income.

a) 10000 and under

b) 10000-20000

c) 20000-40000

d) Above 40000

Q4. How many people currently live in your household?

a) 2

b) 2-4

c) 4-6

d) Above 6
Q5. Where do usually shop for food?

a) Natural or Specialty food stores

b) Large/corporate food store

c) Small/locally-owned food store

d) Local farmers market / open air market

Q6. Have you ever shopped at organic India?

a) Yes

b) No

Q7. Do you prefer organic grown produce over non-organic foods?

a) Yes

b) No

c) Not sure

Q8. Which brand of organic products you prefer?

a) Organic India

b) Big basket

c) Farm 2 kitchen

d) Kulikuli

Q9. Are you satisfied with the products and services of organic India?

a) Yes
b) No

Q10. Do you want organic India to expand its product range?

a) Yes

b) No
BIBLIOGRAPHY

INTERNET SITES
www.organicindia.com
www.economictimes.com
www.thedailygreen.com
www.naturalnews.com

BOOKS
1) Marketing management by Philip kotler
2) Marketing management by Rajansaxena