CHALLENGES AND OPPORTUNITIES OF ORGANIC PRODUCTS MARKET

The organic products market seems to be a niche market for many of the farmers or manufacturers. But this is what our ancestors were eating and leading a healthy life. Now, there is a need to encourage farmers regarding practicing organic farming at a large scale by the government. The government should certify the produce of farmers by organic certification with minimal fees so that the farmers can get a good amount for their organic produce. Today’s consumer is however well aware of the fact that now there is the foremost need to switch over their food habits from non-organic food products to organic food products. But still,the majority of people are not aware of organic food or not easily access it. This is because of less production of organic food and there are few outlets selling organic food, which is another hindrance. Due to less production, there was a high market price of organic food, it is also the main factor which makes organic food not very popular among the people. Organic farming requires the nurturing and maintaining of land for future generations. Emphasis is also placed on the use of renewable resources, the need for conservation of energy, soil and water resources and the maintenance of environmental quality.The categorization of a product as organic implies two main things: First, it is free from toxic persistent pesticides, synthetic fertilizers, growth hormones, and antibiotics or Genetically Modified Organisms (GMOs). Second, stringent organic cultivation standards are followed, with respect to impact on soil, water and air. These value chain considerations have resulted in organic products emerging as the perceived responsible choice among consumers. The aim of this study is to understand and analyse the organic products and their value-added features in traditional and conventional marketing practices.