A new Indian Government initiative will help the country’s organic farmers and processors establish commercial tie-ins with leading online retailers like Amazon and BigBasket.
The scheme is designed to help boost farmers’ income and is part of a wider Indian Government initiative aimed at strengthening the country’s growing organic food market and boosting exports.
The tie-in with etailers will help in the absence of a dedicated organic for marketing channel, says The Economic Times. A Government official told the Mumbai based newspaper: “We are planning to call companies and e-commerce food retail chains like Amazon, Grofers, BigBasket, and based on their requirement link them to states where organic farming is being done and FPOs.”
Albinder Dhindsa, cofounder of Indian grocery etailer Grofers, believes the new initiative will help “bridge a gap” between growing interest in healthier food options among India’s middle class consumers and lingering doubts about the value for money of organic food. He tells the newspaper: “Assured demand will help them improve efficiency and offer better prices, making the merchandise more affordable With better affordability, there will be higher demand, fuelling growth in this business.”