Organic food is poised to take deeper root in urban India. A great diversity of organic initiatives exists in the country, ranging from long-standing farmer-centric initiatives to more recent domestic organic brands. Supply chain models and retail formats are equally diverse and include small organic stores, supermarkets, community-supported agriculture, restaurants and e-commerce.

This study presents wide-ranging insights into the current state and future prospects of organic food markets in urban India. Focusing principally on Mumbai, Bangalore and Hyderabad, this book:
<ul>
<li>Documents emerging strategies, lessons learned and robust, field-tested models in organic food retailing</li>
<li>Examines best-practice examples and conditions for successful and holistic market development</li>
<li>Suggests sustainable, long-term models of growth for organic producers</li>
<li>Identifies challenges and obstacles to growth in organic supply chains</li>
<li>Presents a set of case studies covering a wide variety of models and market niches</li>
<li>Places special focus on small and marginal farmers and on local, de-centralized supply chains</li>
<li>Includes the most comprehensive bibliography currently available on the Indian domestic market for organic food</li>
</ul>

<em>Organic Food Marketing in Urban Centres of India</em> is a valuable resource for organic manufacturers, retailers, policy makers and researchers. It is also of great practical use to the average urban citizen interested in consuming sustainably.

This work is the result of a collaboration between the Humboldt University Berlin, Germany and the International Competence Centre for Organic Agriculture (ICCOA), Bangalore.