Vol. 8:2, No. , 2007, Pages: 283–302
An Empirical Analysis
of the Organic Retail Market in the NCR
Neena Sondhi , Vina Vani
A major change observed worldwide,
is the growing concern over health risk associated
with consumption of food with residues of agro-chemicals used in production.
This heightened awareness about health and environmental
issues has generated interest in alternative farming
techniques—one of which is organic farming.
However, a major conversion of conventional agriculture
to organic agriculture will depend on several
reasons-first and foremost being whether the consumers
are interested in organic foods, and whether they
are willing to pay price premiums for these goods.
Second, foreseeing the customer demand is the retailer
willing to venture into organic retailing and provide
shelf space. A very interesting and a highly lucrative
potential market exists in the country itself and
there is an urgent need to explore the current organic
market and assess its growth potential. The present
study focuses on this as well as assessing the potential
of marketing organically grown agricultural produce
and products in the domestic market. The organic
awareness and market is predominantly in the urban
metros, Delhi being one of them thus the research
confined to the NCR region.
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