The Indian organic food market is a niche market and is expected to penetrate deeper in the coming years. Owing to the growing incidences of food adulteration, demand for organic food is anticipated to rise in the coming years.
“India’s organic food market is projected to grow from $77.14 million in FY2020 to $553.87 million in FY2026 advancing with a CAGR of 21 pc by FY2026, on account of favorable government policies supporting organic farming coupled with the rising land area under organic cultivation,” as per the report of Global Newswire.
Organic food refers to the products of an agricultural system that avoids the use of inorganic fertilizers, pesticides, and animal feed additives. Organic farming assures customers that toxic pesticides, synthetic fertilizers, and genetically modified organisms (GMOs) are not used in the processing of food and that no antibiotics or growth hormones have been administered to the livestock. Based on product types, the market can be divided into organic beverages, cereals and food grains, meat, poultry and dairy, spices and pulses, processed food, fruits, and vegetables, among others.
the e-commerce Industry growth also serves as an aid to enterprises as a way of appealing to potential consumers due to the lucrative offers and wider market penetration of the platforms. In malls in major metropolitan towns, companies are also opening small kiosks, which is adding to market growth. Organic beverages like tea have the greatest appeal, followed by milk products and pulses.
Online availability of organic food products and shifting consumer preference towards organic food are among the major factors expected to increase the demand for organic food products in India during the forecast period. expanding marketing and distribution channels coupled with an increasing number of health-conscious people are also anticipated to fuel organic food consumption in India until FY2026. Consumers in India have started paying attention to their health, the quality, and the nutrient content of the food they eat. Due to health concerns, consumers are shifting towards organic food gradually, which is further giving a boost to the organic food market in India.
Today when most of the brands lack the trust of their consumers, Zama Organics is grabbing market share and becoming the first choice of people. Being an organic and trustworthy name in the organic industry, Zama Organics makes a name for itself by providing the best and most authentic products to its consumers.
Explaining how the idea came to introduce a brand, Shriya Naheta Wadhwa, Founder, Zama Organics, says “I moved back to India after graduating from the University of Southern California. I had the opportunity to accompany my sister on her search for organic farms for her restaurant venture. The diversity of produce across India’s terrain was startling to me. Until then, I was unaware that produce such as Rambutans or Golden Beetroots could be cultivated in India.”
“This eye-opening experience made me realize that organic produce is not as easily accessible to consumers. Thus, founded Zama Organics in 2015 with a vision to make local organic produce available over imported products,” she further adds.
What separates Zama Organics from the rest is its commitment to authenticity.
“We envision building that trust with our customers, where when they think of organic food, they think of us. And by having our loyal consumers with us, we have been doubling our revenue on a YoY basis. Currently, we are focused on expanding our geographical footprint and expect to see a 3X revenue increase.Although the organic market is still niche, it is growing at an accelerated pace as consumers are becoming conscious and aware.We will want to maintain and spearhead this growth and the organic movement of India ,” she asserts.
Retail and Marketing Strategy
Retail and marketing strategies define the success of any brand. Making people aware of your brand and streamlining the retail procedures is the most important thing for any business to grow. Zama Organics stands on the pillars of accessibility, authenticity, and awareness.
On the retail and marketing front Wadhwa shares, “When I started with Zama, we aimed to make India’s diverse organic food accessible to the citizens. Our non-perishable products come from across the country to ensure native authenticity. Our vision is to build a conscious community that is aware of their choices on the mind, body, and the surrounding.”
READMORE: [Funding Alert] Zama Organics Bags Undisclosed Amount as Part of Pre-Series A Funding
Omnichannel Presence
An omnichannel presence includes various things such as brick-and-mortar stores, app-based options, and online platforms.
“We already have an omnichannel presence with B2B (restaurants and cafés), private labels (eCommerce), and B2C (doorstep delivery via mobile app and website). Our products are present online on the Zama Organics website and through 100+ private-label SKUs on Amazon and other e-commerce platforms. In addition, we are present in about 15+ cities in India through organic and premium brick-and-mortar stores,” Wadhwa states.
future plans
Having a roadmap to grow further and planning in place helps a business identify its goals. Preparing for it allows people to consider the impact and changes they would like the brand to have and to find a way to get there.
“We are currently fully operational in Mumbai and have a partial presence in Pune. Our groceries are available in select organic and niche stores in more than 15 cities across India. Currently, we are present in Delhi, Bangalore, Chennai. In the coming months, we are targeting a few more cities to kick-start complete operations,” Wadhwa asserts.
“We currently operate in the fruits and vegetable category and other groceries like – spices, cereals, grains, bread, etc. We are expanding in the food segment and want to focus on that before looking at other categories. Furthermore, we’ve raised a Pre-Series A round of funding. With the current capital raised, we plan to focus on expanding our geographical footprint, and strengthening our network along with technological implementation and hiring.” she concluded.
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