The world is waking up to food that nourishes not just the body, but also the planet and conscience. Amid this shift, India — with its deep-rooted agrarian legacy and a growing movement of certified organic farmers — is stepping confidently onto the global organic stage. What began as a quiet, soil-first revolution in its villages is now shaping up into a billion-dollar export opportunity.
From turmeric-enriched wellness products to ethically sourced tea, India’s organic basket is aspiring to win consumer trust worldwide and achieve a target of US$ 2 billion in exports. But unlocking its full potential will take more than fertile land and legacy — it will demand trust, traceability, and a powerful brand narrative. This article explores how India can lead the organic wave with integrity, innovation, and intent.
The global appetite for organic food is increasing, fuelled by a growing shift toward healthier living, ethical choices, and cleaner supply chains. Riding this wave, India, armed with centuries of agricultural tradition and a fast-expanding base of organic farmers is emerging as a serious contender in the international organic space. What once catered largely to domestic needs is now evolving into an export-driven movement. From turmeric to tea, India’s organic produce is quietly gaining ground abroad, growing into what many are now calling the country’s next “green gold.”
What’s taking shape is a multi-billion dollar business opportunity, fundamentally driven by an escalating worldwide demand for food that embodies purity, sustainability, and verifiable origin. This transformation is no passing fad, but it reflects a deep shift in consumer values, reshaping agricultural practices and market dynamics across continents. As more countries tighten quality standards and traceability norms, India’s organic sector stands at a pivotal point ready to not just participate in this global momentum, but potentially lead it.
India’s position within this growing organic market is uniquely advantageous. As the world’s largest producer of organic farmers and a top contender in terms of organic agricultural land, the country possesses a unique foundational strength. This isn’t just a feel-good statistic; it represents a deeply ingrained agricultural tradition now being meticulously formalized.
Krishnendu Chatterjee, VP of Nature Bio Foods, observes, “India’s situation is different. Although we’re now the world’s fourth-largest economy, our GDP per person is still quite low. That means many small and medium farmers simply can’t afford large amounts of chemicals, which in a way has kept their production more natural. So a large portion of Indian agriculture is organic by default.” This inherent, often accidental, organic practice sets India apart.
India’s organic exports have witnessed a remarkable upward trend, consistently showcasing robust growth. APEDA data reveals that India’s organic exports reached approximately US$ 1 billion in value during fiscal year 2022-23, growing at a significant pace. This expansion is propelled by diverse product categories, including oilseeds, cereals, processed foods, spices, tea, coffee, and medicinal plants. Key destinations for these exports primarily include the USA, European Union, Canada, Switzerland, and a growing presence in regions like Australia and Japan. The increasing consumer awareness globally, coupled with a proactive government push for organic certification, continues to fuel this impressive growth.
The international organic market is a huge opportunity. Recent reports indicate that the global organic food and beverage market is valued at over US$ 200 billion annually and is projected to grow at CAGR of 10-12% over the next five to seven years, potentially reaching US$ 523 billion by 2032. This robust growth is supported by shifting consumer priorities:
– Health & Wellness
– Environmental Consciousness
– Traceability & Trust
– Ethical Sourcing
– Planet-Friendly Choices
India’s diverse agro-climatic zones, which allow for cultivation of a vast array of crops, offer a significant competitive edge in meeting this diverse global demand. However, there’s a critical challenge to address. As Mr Chatterjee highlights, “If you look at Indian commodities in the international market, you won’t find a single one among the top 100 most valuable food brands from India. There’s a huge gap between simply producing organic products and successfully turning them into recognized, valued brands across the world.”
This underscores the urgency for India to transition from a bulk commodity supplier to a formidable brand player.
Yatin Gambhri, CEO of Vedant Organics, adds perspective on the current market dynamics, “If you check the market today, you’ll find it’s growing nicely, particularly in Europe and North America. The demand for organic products is continually on the rise, and we’re trying to match that by delivering pure products exactly what consumers are looking for.” However, it is also true that in the current scenario, organic products are often more expensive, sometimes 3-4 times the price of conventional products. But that’s mainly because the supply is much lower. If you look at the agricultural land under organic cultivation in India, it’s tiny which is around 1-2%. So when the demand is high and the supply is small, prices naturally stay up.”
Transitioning from a mere supplier to a truly dominant “Brand India Organic” in the global marketplace demands more than simply cultivating organic produce. It necessitates a sophisticated, multi-faceted strategy that upholds integrity, encourages innovation, and cultivates an firm commitment to the consumer. For Indian exporters targeting the world stage, this is the actionable blueprint for achieving lasting success:
Certification & digital traceability
The very foundation of an organic brand, especially for global markets, rests upon an unimpeachable system of certification. Organic is a process certification and not merely a product certification. It’s a strict and cautiously documented process. India’s National Programme for Organic Production (NPOP), stringently overseen by APEDA, serves as the base of this assurance. This functions as India’s international passport, having earned “equivalence” recognition from key markets like the European Union and Switzerland. This regulatory rigor forms a brand’s core trust factor, guaranteeing that every stage, from farm to packaging, adheres to global organic principles.
The future of trust lies in end-to-end digital traceability. This means more than just a label and more about creating a verifiable, immutable ledger of a product’s entire journey. Technologies like QR codes or even sophisticated blockchain systems, which APEDA is actively exploring, empower consumers and buyers alike. Imagine scanning a code to instantly access a product’s precise origin, its cultivation history, certification status, and even the farmer’s details. This absolute transparency serves multiple vital functions – from building trust and loyalty from the most discerning global buyers, and also acts as a powerful deterrent against malpractices, ensuring the authenticity of “Brand India Organic” is never questioned. This commitment to transparent, verifiable origins is becoming non-negotiable for success in highly competitive international organic markets.
Krishnendu Chatterjee further elucidates the strategic advantage here: “NPOP certification means your product is certified organic and you can market it as organic. If you add EU certification, it opens up European markets. But adding a story to your product, creating a brand — is what makes it niche and lets people appreciate it at a premium price. It’s all about identifying your audience and appeal centers.”
If you’re targeting a niche market, you’re catering to upper-middle and rich consumers who appreciate ideology, exclusivity, and packaging — they’re willing to pay more for something unique. But if your target is the middle class, you need to make sure your products are more affordable, while still offering genuine value. The lower-middle class, meanwhile, may prefer buying in loose form and focuses on functionality over prestige. So your pricing, packaging, and story all need to reflect who you’re selling to, he adds.
Uncompromising quality & consistent delivery
Beyond certification, success hinges on an absolute commitment to quality and consistency. Indian exporters must ensure uniform product standards, impeccable packaging that protects integrity, and iron-clad logistics for timely global delivery. Investing in cutting-edge post-harvest management and processing infrastructure isn’t an option; it’s a competitive necessity to meet stringent international requirements. This also includes ongoing support for capacity building for exporters, ensuring they are well-versed in global best practices.
Our historical strength in raw organic materials is undeniable. But the future belongs to value addition. This means aggressively moving into organic processed foods, ready-to-eat meals, health-focused snacks, clean-label ingredients for various industries, and even organic personal care components. This strategic diversification targets higher-margin segments, opening gates to greater revenue streams and market influence, moving beyond just commodity exports.
Krishnendu Chatterjee provides a compelling illustration: “Let me give you an example. If you try to sell green tea in China which is the world’s largest green tea producer, it won’t work. BUT India successfully entered that market with CTC tea, a rich black tea meant to be drunk with milk and sugar — something completely new there. It’s a perfect example of creating demand by offering a unique product, adding value, and distinguishing it from the rest.”
He further elaborates on the importance of market understanding: “India has the largest number of organic farmers and the second-largest area under organic cultivation. But much of this produce is treated as a commodity — it’s exported in bulk and then used by international brands in their products.
Tailored for global tastes
A single approach rarely conquers diverse global markets. Successful exporters must possess an agile understanding of specific market preferences, intricate regulatory landscapes (e.g., varying residue limits, nuanced labeling laws), and distinct consumer tastes in key regions. Tailoring product formulations, packaging, and marketing narratives for each target country is the hallmark of a winning strategy to facilitate deeper market access.
“For example, European companies may import Indian rice not for table consumption, but to make rice crackers, pasta, or pops. So it’s crucial to know your market first — whether you’re selling table rice or an ingredient — and then price, brand, and position it accordingly. There’s a huge difference between selling a 50-kg bag of raw produce and a finished, branded product. That’s where the real challenge lies.” Mr. Chatterjee adds.
Farmer empowerment & storytelling
The global organic consumer buys into a narrative—one of ethical sourcing, community impact, and genuine sustainability. Highlighting India’s commitment to farmer training, the establishment of robust Farmer Producer Organizations (FPOs), and the profound positive impact on rural livelihoods isn’t just a marketing tactic; it’s the authentic soul of “Brand India Organic.” This powerful human connection, portraying farmers as custodians of quality, fosters deep brand affinity abroad.
Yatin Gambhri emphasizes this foundational work, “Our first step in this journey is training the farmers. We’re helping them learn the practices they need to follow. There’s a misconception amongst many – they think growing organically is expensive or meant only for a premium market. But that’s not true. The irony is that by making small, simple changes at the field level, farmers can produce organically without huge additional cost. Our aim is to raise awareness and empower farmers. If we can increase production, we can bring prices down. There will come a time when more fields will be under organic cultivation than conventional ones.”
Krishnendu Chatterjee further underscores the brand narrative: “The difference between a name and a brand is that a name can be anything, but the value you associate with it — the stories you tell, the people you connect it to, the place it comes from — that’s what makes it a brand. It’s about adding those intrinsic details, making people a part of its journey, letting them know where the product comes from, who grows it, how it’s grown, and what values it carries. It’s about the stories of sustainability, the people involved in production, and the impact it has.
Why should someone buy it again? Because it’s not just a product; it’s a story, a legacy — something people want to return to. Maybe a recycling angle with a packaging that decomposes when buried in the earth, there is scope for creativity. So you create a brand with care and passion, adding value, piece by piece. Naturally, a name matters, but it’s the depth and authenticity you put into it that makes it worth choosing again and again.”
Aggressive global showcasing and branding
Presence is utmost important. What this implies is not just participating, but making a statement at premier global trade fairs, initiating proactive buyer-seller interactions, executing and maintaining sophisticated digital marketing campaigns. Brands must tell India’s unique story, their incredible organic diversity, their commitment to purity, and the rich heritage of natural farming with clarity and conviction to promote “Brand India Organic” globally. Transparency, authenticity promote trust.
The future of Indian organic exports is ripe and full of potential, waiting to be shaped with care and clarity. But unlike newcomers to the organic market, India has a head start. For generations, its farmers have worked with the land, not against it using natural methods that today fall under what the world calls “organic.”
Yatin Gambhri reinforces this long-term vision: “Using chemicals not only drains the soil’s health and the farmer’s profits, but it also plays with people’s health. But when we shift back to organic methods — which nature already supports — and make small, careful tweaks in agricultural practices, the benefits multiply. The land become more fertile, the produce more pure, and the health of both people and the environment improves.”
Krishnendu Chatterjee adds a crucial perspective to this potential: “Organic production has grown in double-digits over the past few years at a time when the global organic market itself is growing quickly. There’s a huge opportunity for India to position itself well in this market. But, as I’ve said, we need to be competitive — not just in production, but in the quality we produce — if we want to make a lasting mark in world markets.”
So ultimately, this isn’t about building something from scratch. It’s about rediscovering what we’ve always known, and adapting it to meet modern global expectations. If Indian brands can protect that authenticity, stay transparent, and build brands that truly reflect where the food comes from and who grows it, then its organic story won’t just be a market success — it’ll be a responsibility well met.
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