Going Organic: Marketing Methods for Non-profit Organic Producers in India

The following is an abstract to a paper by authors K. Vijayalakshmi, M. Suresh, A.V. Balasubramaniam, and S. Aramugasamy of the Centre for Indian Knowledge Systems. The paper addresses several marketing methods adopted by organizations working closely with farmers who produce organic goods.

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The purpose of this study was to understand different forms of enterprises that an NGO in India can choose to promote and operate the commercial activity of marketing organic products and at the same time safeguard the farmers’ interest. Five enterprises having different structures were studied. It was concluded that if the enterprise model carried out as a society is proven viable, it would not be difficult to attract mutual fund investors particularly those keen on supporting rural enterprises. After the initial phase of establishment when the enterprise operations have stabilized and matured, the enterprise can be converted into a suitable form as a producer, public or private limited company, depending on the interest of the stakeholders. The results and analysis of this study would provide insights to various other development organisations involved in organic cultivation and marketing.

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