1. STATUS OF ORGANIC EXPORT & MARKETING
Presentation by
Dr. PVSM Gouri
Advisor
APEDA
JANUARY 4, 2006
PUNE

2. PRESENT GLOBAL MARKET CURRENT MARKET : 31 BN US$ MAJOR MARKETS
-- U.S.A : 12 BN US$
-- JAPAN : 3 BN US$
-- EUROPE : BN US$
-- OTHER COUNTRIES : 7 BN US $
ANNUAL GROWTH : %
MARKET SHARE : 1% OF TOTAL FOOD SALES
INDIA’S SHARE : 0.001% ONLY

3. ESTIMATED GLOBAL MARKET BY 2010
EU BILLION US$
US ,,
JAPAN ,,
APPROX. 100 BILLION USDA (ITC STUDY)

4. OVERVIEW OF INDIA’S PRODUCTION & TRADE ( 2004 – 05 )
AREA UNDER CERTIFICATION : 2.5 million Ha
(INCLUDING HARVEST FROM FOREST AREA)
TOTAL CERTIFIED PRODUCTION : MT
ACCREDITED I & C AGENCIES : 11
TOTAL QUANTITY EXPORTED : MT
TOTAL VALUE OF EXPORT : 95 CR.
NUMBER OF PRODUCTS EXPORTED : 35
% OF EXPORT : 3
* PERCENTAGE OF CERTIFIED AREA IS 0.03%

5. PRESENT STATUS FOREST AREA : 2.4 MILLION HA CULTIVATED AREA : 0.114 HA
% OF ORGANIC CULTIVATION : 8
VS. CONVENTIONAL CULTIVATION
% OF EXPORT QUANTITY : 2.12
INCREASE IN EXPORT OVER : 16
LAST YEAR ( )

6. MAJOR PRODUCTS EXPORTED FROM INDIA
RICE
PULSES (SOYABEAN, LENTILS)
OILSEEDS (SESAME, GROUNDNUTS)
SUGARCANE PRODUCTS (JAGGERY & SUGAR)
FRUITS (PASSION FRUIT/MANGOES/PINEAPPLE/LICHI)
COTTON
SPICES
COFFEE & TEA
DRY FRUITS
HONEY
COCONUT PRODUCTS

7. ADVANTAGE INDIA
RECOGNITION OF INDIAN STANDARDS BY THE EUROPEAN COMMISSION
POTENTIAL TO PRODUCE AND SUPPLY VARIED PRODUCT CATEGORIES
VAST FARM LANDS AVAILABLE FOR CONVERSION
PROGRESSIVE FARMERS
RICH KNOWLEDGE BASE
GOVERNMENT INITIATIVES IN PROMOTION OF ORGANIC PRODUCTS

8. COMPARATIVE ADVANTAGE INDIA
21 AGRO ECOLOGICAL ZONES
PRODUCTION OF IMPORTANT PRODUCTS (TEA, SPICES, RICE VARIETIES & MEDICINAL PLANTS
MANPOWER
PROGRESSIVE FARMERS
GOOD NGO NETWORK

9. PIVOTAL ROLE OF APEDA UNDER NPOP
EVALUATION OF INSPECTION & CERTIFICATION AGENCIES
RECOMMENDATIONS TO NATIONAL STEERING COMMITTEE
ACCREDITATION
SURVEILLANCE AND MONITORING
REVIEW OF NATIONAL STANDARDS
PROPOSED AMENDMENTS TO TECHNICAL COMMITTEE AND NATIONAL STEERING COMMITTEE
INITIATIVES TO ESTABLISH EQUIVALENCY WITH THE IMPORTING COUNTRIES (EU, US & JAPAN)
Contd…

10. PIVOTAL ROLE OF APEDA UNDER NPOP
CONDUCT TRAINING PROGRAMMES FOR THE DOMESTIC AGENCIES INTERESTED IN SETTING UP CERTIFICATION PROGRAMMES.
ENCOURAGE SCIENTISTS IN DEVELOPING PACKAGE OF PRACTICES FOR VARIOUS PRODUCTS IN ORGANIC FARMING
ORGANIZE AWARENESS PROGRAMMES IN DIFFERENT STATES.
PROMOTION OF INDIA ORGANIC LOGO IN THE GLOBAL MARKET
PROVIDE FINANCIAL SUPPORT TO THE EXPORTERS.

11. OPERATIONAL STRUCTURE OF NPOP
GOVERNMENT OF INDIA
MoA
MoC
NPOP
NSC
TECHNICAL
COMMITTEE
NAB
SECRETARIAT
(APEDA)
E C
I & C
Agencies
PRODUCER
PROCESSOR
TRADERS / EXPORTERS

12. CATEGORIES FOR CERTIFICATION
AGRICULTURE PRODUCTION
PROCESSING OF PRODUCTS
WILD PRODUCTS
FORESTRY
ANIMAL PRODUCTION AND PROCESSING
* NOT USING SYNTHETIC INPUTS IN AGRICULTURE CULTIVATION IS NOT SUFFICIENT TO CLASSIFY PRODUCTS AS ORGANIC HOWEVER, SUCH FARMS ARE CONDUCIVE TO ORGANIC CULTIVATION.

13. MAJOR CONSTRAINTS PRICE EXPECTATION TOO HIGH IN RELATION TO QUALITY
LOW CONSISTENCY OF QUALITY AND CONTAMINATION
RELIABILITY OF EXPORTERS
LACK OF INFORMATION ON AVAILABILITY AND CERTIFICATION (MARKETING)

14. MAJOR DOMESTIC MARKETS
BANGALORE
CHENNAI
DELHI
HYDERABAD
MUMBAI
UPPER CLASS
URBAN MIDDLE CLASS

15. QUALITY & SAFETY GMP IS IMPORTANT
PRESENT FOOD SAFETY REGULATIONS APPLIED TO ORGANIC FOOD PRODUCTS ALSO
MICROBIAL SAFETY

16. CRITERIA TO SELL ORGANIC FOOD
QUALITY (CERTIFIED ORGANIC)
QUALITY (MICROBIOLOGICALLY CLEAN)
QUALITY (ABSOLUTELY RESIDUE FREE)

17. MARKETING CHALLENGE FOR INDIAN ORGANIC PRODUCTS
FOLLOW AND IMPLEMENT NPOP STANDARDS (EXPORT & DOMESTIC
CREATE AWARENESS BY TRANSLATING KNOWLEDGE ON STANDARDS, CERTIFICATION & MARKETING TECHNIQUES
BUYER-SELLER MEETS
MARKETING COMMUNICATION MATERIAL IN LOCAL LANGUAGES
PRODUCTS SPECIFIC PACKAGE OF PRACTICES
ON-LINE MARKETING
PR CAMPAIGN

18. ALTERNATIVE MARKETING APPROACH
BOX SCHEMES
HOME DELIVERIES
COMMUNITY SUPPORTED AGRICULTURAL GROUPS
FARMERS’ MARKET
POPULAR FAIRS
AND OTHER DIRECT OR INDIRECT SALES
EDUCATE THE CONSUMERS ABOUT PRODUCTS GROWN OR PROCESSED PRODUCTS
BUILDING TRUST AND CONFIDENCE IN ORGANIC AGRICULTURE

19. POTENTIAL TARGETS FIVE STAR HOTELS SUPER MARKETS MOTHER DAIRY
HEALTH FOOD STORES
EMBASSIES
HOSPITALS
AYURVEDIC CLINICS

20. PROPOSED INITIATIVES
ALL INITIATIVES NEED TO BE UNDERTAKEN AND TACKLED IN A FOCUSED MANNER
- IDENTIFY FOCUS REGION
- IDENTIFY POTENTIAL PRODUCTS
- TARGET AUDIENCE
STRENGTHEN PUBLIC ASSISTANCE
- PUBLIC ASSISTANCE
- JOINT ACTION WITH THE TRADE
INDUSTRIAL TRANSFORMATION
INVESTMENT BY INDUSTRY
- FOOD GROUP PROCESSORS/PACKERS

21. THANK YOU