3. Bridging Consumer Expectations and Farm Realities: A Supply Chain Approach to Organic Agriculture in India

Ashu Chaudhary and Pranav Kumar Anand

Indian Journal of Agricultural Marketing, 2025, vol. 39, issue 3

Abstract: The growth of India's organic agriculture sector depends on strong connections between producers and consumers seeking safe, chemical-free food. Findings from a primary urban consumer survey show that trust in certification, steady availability, affordability and perceived health benefits are the key factors influencing expenditure and willingness to pay a premium for organic products. However, India's organic supply chains lack adequate infrastructure, technology, and logistics support to meet these expectations, leading to inefficiencies and missed opportunities for both farmers and consumers. Small and marginal farmers often work without aggregation centers, proper grading and packaging facilities, rapid certification verification systems, or reliable cold-chain transport. These gaps result in inconsistent quality, high post- harvest losses, frequent stock-outs, and volatile prices, reducing consumer confidence and repeat purchases. While a segment of consumers is willing to pay more for certified organic food, this depends on visible authenticity, reliable availability, and reasonable pricing. The paper highlights the need for FPO-led collection hubs with rapid testing, digital traceability systems, improved packaging and grading units, and efficient transport networks linking farms to modern retail and ecommerce platforms. Strengthening these supply chain linkages would reduce wastage, improve farmer incomes, ensure consistent quality, and provide consumers with trusted organic products, ultimately supporting long-term food security and sustainable growth of the organic agriculture sector in India.

Keywords: Supply; Chain (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:400115

DOI: 10.22004/ag.econ.400115

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