Daybreak Tata and ITC are harvesting what small organic-food brands cultivated for years
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Dec 10, 2024 Once a tough sell, organic food in India is finally gaining traction as consumer demand surges. The shift has attracted big players like Tata and ITC, stirring excitement but also heightened competition for smaller brands. Many face the risk of being overshadowed despite their pioneering efforts. The podcast dives into the struggles of these emerging companies navigating a rapidly evolving market. Is there enough room for all to thrive, or will giants dominate the organic scene?
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Organic Market Growth and Challenges
- The organic food market in India is growing rapidly, attracting large FMCG brands like Tata and ITC.
- This growth creates challenges for smaller, newer organic brands.
Tata's Acquisition of Organic India
- Tata's acquisition of Organic India exemplifies the increasing interest in the organic food sector.
- Organic India, starting with Tulsi tea, expanded to spices and pulses, achieving 324 crore rupees in revenue in FY23.
Challenges for Smaller Organic Brands
- Large companies like Tata and Amul entering the organic market creates an uneven playing field for smaller brands.
- Scaling is difficult due to affordability, longer consumer adoption cycles, and competition from established brands.