Event

Saturday, 1st December 2007, 9.30 – 13.30 hours, at Lecture Hall, ICAR NASC Complex (Pusa), New Delhi on an occasion of “India Organic 2007”

Background note

It is almost impossible task to give a true picture of the markets for organic food products in India. There are numerous organizations promoting organic agriculture that are not market oriented but where the organic products are an obvious output of the system. There are few organizations / companies that are completely export oriented and where no organic products are sold domestically.

For the last 3 years quite a number of investors who are committed to organic principles are making efforts in promoting domestic market. As a result, the major cities of India like Bangalore, Delhi, Mumbai, Chennai, Hyderabad, Ahmedabad, Kochin, Kolkota, Chandigarh and many more have got more than one exclusive organic outlets. Further, in these cities the mall owners have been encouraged to keep separate shelves for organic products.

The suppliers of organic products to these shops are scattered all over India as a result the consumers of organic products are paying more premium price as logistics takes away most of the money involved while brining the organic products from farm to shelves. Hence, the concerned organic stakeholders who are promoting domestic market are trying to find the ways to cut down the cost of organic products.

Basically there are three categories of farmer groups / NGO’s promoting organic farming among their member farmers. The first category is interested only in production, the second category has strong production base and also trying to find place in marketing its products, but not successful so far. The third category is in to entire chain of operation from farm to shelf, this category comprises very few organizations that are successful in marketing the organic products produced by the member farmers.

Again, these successful organizations have developed their own methods in marketing their organic products. For instance, a small number of them are directly selling to the consumers, some of them have small retail outlet at their office, few of the promoters are organizing weekly bazaars for the farmer’s produce, others are sending the organic products to the retail organic shops / malls with separate shelves for organic products which are operating in major cities.

Therefore, it is easy to say / write / discuss on marketing of organic products in the domestic market. But the fact is that “practical experience fetches the perfection in to the system”. Keeping this point in view, the workshop is being organized to bring all the three categories of farmer groups / NGO’s on to a platform where the first 2 categories are benefited by listening to or learning from last category.

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Workshop delegates

Small organic farmer groups, NGO’s, organisations and individuals promoting organic agriculture.

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Objectives

1. To learn different methods of marketing organic products in the domestic market from the sucessful organisations
2. To share the experience of Small organic farmer groups on marketing of organic products
3. To have a network among the small organic farmer groups, NGO’s and organisations to prosper the organic movement in India

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Program Details - Time & Topics

• 09.30 - Inauguration and introduction to the workshop
• 10.00 - Sharing of experiences in marketing and case studies (3 slots of 15 each) and discussion
• 10.45 - Coffee / Tea break
• 11.00 - Presentation by an expert on “Domestic Market”
• 11.30 - Interactive session (in 2-3 groups) to prepare strategy for local marketing
• 12.30 - Presentation of strategy by each group leader
• 13.00 - Summing up by an expert and feedback
• 13.30 - Conclusion of the workshop and lunch

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Venue & Contact Address

Suresh, K.T.
Manager, Organic Conversion, ICS & PGS
ICCOA
Lecture Hall, 2nd Floor
ICAR NASC Complex
Deve Prakash Shastri Nagar (Pusa) New Delhi 110012
Near Dasghara Bus Stop / Todapur Road
www.indiaorganictradefairs.com
Please request the assistance of Help Desk at the India Organic 2007 Trade Fair to reach conference room.

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