Book on marketing organics in India

Great potential is attributed to India’s organic sector. In this emerging country, a middle class is developing that is increasingly well-educated, health-oriented and therefore interested in organic products. Nina Osswald, Research Associate at the Humboldt University Berlin (Division for Cooperative Sciences), conducted two years of research on local marketing structures in the frame of the project Sustainable Hyderabad.
 

The book "Organic Food Marketing in Urban Centres of India" (in English) describes which organic marketing concepts were developed in the past five years. “Organic food has slowly but surely been disseminated within the past three to five years in India -  especially in large cities”, Nina Osswald states, who has been living in Hyderabad since 2010. The market has grown from one organic shop and two NGOs to 5 – 10 organic shops, a monthly organic farmers’ market, two delivery services and various restaurants since then.
 

The book also looks at the difficulties that organic marketing presents in India. They include the lacking support for conversion and marketing by the Indian Federal Government (compared with conventional agriculture), the inadequate infrastructure for transport and storage, the missing market access especially for small-scale farmers, and the threat of genetic engineering.
 

On the basis of case studies and interview analyses, Ms. Osswald and co-author Manoj Menon introduce models for the successful and sustainable implementation of organic marketing in India. The models for marketing and retail in India – from Community Supported Agriculture, consumer cooperatives and small organic shops to organic corporate groups and conventional supermarket chains – are described in detail. This clearly shows how important it is for organic companies as well as for regional marketing initiatives to invest in a strong and reliable network of producers and suppliers.

"Organic Food Marketing in Urban Centres of India" by Nina Osswald & Manoj Kumar Menon, is published by International Competence Centre for Organic Agriculture (ICCOA), Bangalore

ISBN:
International Edition: 978-81-925226-2-3-0
PDF e-book: 978-81-925226-5-4
EPUB e-book: 978-81-925226-6-1
MOBI e-book: 978-81-925226-7-8
 

Tip: http://www.youtube.com/watch?v=cKyj7ma6aMg

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