Escolar Documentos
Profissional Documentos
Cultura Documentos
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
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.
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
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.
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 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).
A. BIG BASKET
B. FARM 2 KITCHEN
C. KULI KULI
OBJECTIVES
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.
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:
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.
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
The National List provides a list of allowed and prohibited substances for
organically grown crops.
Organically Grown Meat, Poultry, Eggs and Dairy:
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:
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."
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.
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.
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.
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.
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. 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).
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.
Several thousand contaminants routinely present in the U.S. food supply are, by
law, excluded from organic food, including:
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.
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.
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.
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.
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.
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.
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."
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.
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.
What is rulemaking?
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.
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.
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.
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.
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.
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.
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.
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.
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
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
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."
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.
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.
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
EU Organic Certification
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
GMO FREE
Halal Certification
WHY ORGANIC ?
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.
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.
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.
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.
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 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.
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 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
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.
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.
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
TOOLS USED:
(1) Primary data: The primary data was collected by survey method
through questionnaire.
(2)Secondary data:
-Magazines:
-Newspaper
SAMPLING METHOD-
Random sampling
SAMPLE SIZE-
sample size was 100. To have an in-depth analysis lets start with the question-
wise analysis:
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%
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.
b) 10000-20000
c) 20000-40000
d) Above 40000
a) 2
b) 2-4
c) 4-6
d) Above 6
Q5. Where do usually shop for food?
a) Yes
b) No
a) Yes
b) No
c) Not sure
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
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