Marketing strategies for organic food products

Abstract

Organic foods are those that are produced without the use of any fertilizers and other chemicals and generally do not include genetically modified foods. Along with the rest of the world, India has slowly awaken to the harmful long term impacts of these chemicals on the human body and how going natural is healthy for the family. There is a growing demand for organic foods, driven primarily by the consumer’s perceptions of the quality and safety of these foods and by the positive environmental impacts of organic agriculture practices. A series of 5 depth interviews were conducted in SEC A/B consumers and many insights were obtained. Based on that, the conclusion is that the marketing proposition in India should be to focus on health benefits justifying price premium, ease of access/ home delivery and certification.