Organic India’s founder on organic product popularity and why they don’t advertise on TV

Organic products have become the latest trend. According to a recent report by Assocham-EY titled, ‘The Indian Organic Market: A new paradigm in agriculture, the market size for Indian organic packaged food is expected to cross Rs 871 m by 2021 from Rs 533 m in 2016, on the back of expanding urban population base, rising health concerns, growing consumer spending on food products and deterioration of food quality.

One of the major players in the Indian organic market is the brand Organic India which sells organic herbal and ayurvedic health products. The brand has experienced rapid growth and has achieved loyalty among consumers over the years.

So much that the company’s revenue in 2016-17 stood at Rs 350 crore and it is currently looking at a turnover of over Rs 500 crore by end of fiscal 2020.

The Drum spoke with Abhinandan Dhoke, chief executive officer of Organic India to find out about its marketing strategy in India.