Organic food market in India

Organic food market has not yet grown beyond niche of overall food market in India and is witnessing both demand and supply side constraints. The overall objective of this study was to describe the future development of the organic fruits and vegetable supply chain in Karnataka state, India. The subject was thus approached from two different perspectives: that of actors in the supply chain organization and that of supply and demand. Special attention was devoted to identifying better functioning of supply chain from the smallholder’s perspective. Specifically, on the demand side, the study 1) determined the factors those motivate consumers towards purchasing organic food, their preferences towards different categories of organic food and consumers segments on the basis of food choice motives. 2) determined consumer’s preferences for purchase places and factors influencing them, 3) determined the socio-economic characteristics, and organic food attributes influencing consumer willingness to pay and potential barriers to purchase organic F& V. Specifically, on the supply side, 4) determined the attitudes of smallholder farmers towards the adoption of organic fruits and vegetables farming and identified segments of smallholder farmers in accordance with their attitudes and their relationship with farming objectives and the degree of orientation of farmers towards production. Further, the potential barriers towards the adoption and development of organic farming were assessed. 5) Various marketing channels for organic fruits and vegetables were examined. In addition, farm-level factors that influence smallholder organic farmers in supplying different channels were identified. Finally, 6) organic fruits and vegetable supply chain from the perspectives of chain relationships and relationship sustainability were examined.