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Himanshu Kulshreshtha
Elite Author
Asked: 2024-04-22T09:13:58+05:30 In:

Describe the present system of marketing of organic produce with suitable examples. Recently launched govt. schemes are helpful or not, explain in your words.

Give an appropriate example to illustrate the current organic produce marketing system.
If new government programs are beneficial or not, please explain.

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    1. Elite Author

      The marketing system of organic produce in India has been evolving to meet the growing demand for organic products both domestically and internationally. Organic produce is marketed through various channels, and the recent introduction of government schemes has aimed to further support and enhance the marketing of organic produce.

      Present System of Marketing Organic Produce:

      1. Retail Chains and Supermarkets:
        Many retail chains and supermarkets in India have dedicated sections or aisles for organic products. They source organic produce directly from certified organic farmers or through wholesalers and distributors specializing in organic products. Examples include Nature's Basket, Big Basket, and Reliance Fresh.

      2. Specialty Organic Stores:
        Dedicated organic stores and outlets cater exclusively to organic products. These stores often promote locally sourced organic produce and value-added organic products. Examples include Organic India outlets and FabIndia Organic stores.

      3. Farmers' Markets and Direct Sales:
        Farmers' markets provide a platform for organic farmers to sell their produce directly to consumers. These markets promote face-to-face interactions between farmers and consumers, enhancing transparency and trust. Examples include Dilli Haat Organic Farmers Market in Delhi and Swayam Organic Farmers Market in Bengaluru.

      4. Online Platforms:
        E-commerce platforms such as Big Basket, Amazon Pantry, and Flipkart offer a wide range of organic products for online purchase and home delivery. Online platforms provide convenience and access to organic produce for urban consumers.

      5. Export Markets:
        Indian organic produce is also marketed in international markets, particularly in Europe, North America, and Asia. Export promotion councils and trade bodies facilitate market access for Indian organic exporters through participation in trade fairs and promotional events.

      Government Schemes and their Impact:

      Recent government schemes aimed at promoting organic farming, such as the Paramparagat Krishi Vikas Yojana (PKVY), Mission Organic Value Chain Development for North Eastern Region (MOVCD-NER), and National Programme on Organic Production (NPOP), have been instrumental in supporting the marketing of organic produce:

      • Enhanced Market Access: Government schemes have facilitated market linkages for organic farmers, connecting them with organized retail chains, export markets, and e-commerce platforms.

      • Quality Assurance: Schemes like NPOP ensure compliance with national and international organic standards, enhancing the credibility of Indian organic produce in domestic and export markets.

      • Capacity Building: Government schemes provide training, capacity-building, and financial support to farmers and stakeholders in the organic value chain, improving production techniques, post-harvest management, and marketing strategies.

      However, challenges remain in the marketing of organic produce, including limited infrastructure, logistics, and consumer awareness. Continued investment in market infrastructure, promotional campaigns, and supportive policies is essential to further strengthen the marketing ecosystem for organic produce in India. Overall, government schemes have played a positive role in supporting and catalyzing the marketing of organic produce, contributing to the growth and sustainability of the organic farming sector in India.

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