Organic branding: 24 Mantra

Abstract

To address the issues of brand overload and confused consumer by identifying ways to cut through today’s brand clutter. We started by analyzing the Indian organic food industry – industry trends and major players. We then analyzed the consumer buying journey for organic food products. We focused on identifying the possible barriers at each step of the consumer journey that could stop a consumer from purchasing organic food. To achieve this, we started with secondary research and came up with a possible hypothesis about the factors that influence consumer purchase decision. We then conducted primary research to validate this hypothesis. After identifying the issues, recommendations were provided to address these.