ORGANIC farming the in-thing

Financial Express

December 12, 2010

A cup of good tea in the morning is the perfect way to start a day,and if it is organic nothing like it. With people becoming health conscious by the day, demand for organic products is rising multi-fold every year. And its not just the organic tea, but almost organic form of every edible commodities are available in the market these days.

Browse through any reputed retail chain, products ranging from ghee, spices, rice, dal etc., will tempt you in their organic form offering you a treat for your taste bud and health as well.

With more than 50 products in its kitty, Organic India is one of the major player in the organic products market. Though established in 1997, it took 10 years before it commercially launched its first organic product.

"Earlier we used to face a lot of difficulties to persuade farmer to take up organic farming. No body was ready to shift from traditional crop as one needs atleast 3 years to certify a field as organic," said Krishan Guptaa, MD and global CEO of OrganicIndia.

But once we got going, there was no looking back. As farmers saw there is no fear of crop failure in tulsi plantation. It also doesn't require any fertilicer, pesticide or weedicides and labour cost is also compare to other crops is less. It gives farmers better return which attracted them towards organic farming, added Guptaa.

Started with an investment of about Rs 100 crore, Organic India now has presence in 30 countries including countries like US and Australia.

Directly and indirectly over 20,000 farmers are now associated with the company now. Organic India is doing contract farming in Azamgarh, Bundelkhand, Rajasthan, Gujarat, Madhya Pradesh and Andhra Pradesh. Now we are planning to start contract farming in Maharashtra, said Guptaa. The response from farmers has been overwhelming, said Guptaa. We are procurmg 1,060 tonne of tulsi only this year apart from other crops and herbs, added Guptaa.

"We export 60% of our products, rest we cater to the domestic market through retail chain," Guptaa said. There are 28 distributors across the globe apart from company' own retail chain in Israel. "We are growing at a rate of over 80% every year. We will be breaking even this year. This year we will be closing at Rs 60 crore as a turn over. My target is to make this company a Rs 200 crore company by next 3 years. To be specific we are targeting a turnover of Rs 100 crore next year," he said. "We are aiming for market listing, though not very soon, but may be after3-4years," said Guptaa.

Apart from listing, we are also diversifying. Very soon we will be foraying into the cosmetic (organic) market, added Guptaa.