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Organic Food Fever Catches Up In Delhi

y. You have to pay slightly more but the benefit is worth it - no fear of eating harmful pesticides and the taste is amazing."

"Organic fruits and vegetables last longer - they do not wilt fast and remain fresh even after a week."

Apart from Navdanya and Meer Organic, the producers and sellers of organic food in the capital include Fab India, Swasa, Morarka Foundatin, Lifeline, Navbharat Enterprises, Fresh Health and Atik.

Neither the government nor any industry lobby has carried out any comprehensive survey about the current market size of organic food in India.

But the Agricultural and Processed Food Products Export Development Authority (APEDA), the apex export agency of the commerce ministry, says the country exports organic food worth a million dollars every year.

"We have not evaluated the turnover for organic food as yet. The study is under process. But the prospect is rising," said Sameer Barde, a director with the Federation of Indian Chambers of Commerce and Industry (FICCI)

The business is also growing by word of mouth, as Shalinder explains. "People who turn other people towards organic food become regulars. We get around 400 new orders every month."

Pradeep Mathur, managing director of Pure Life Diet India Ltd, dispels popular perception that the economically well-off people are the ones who eat organic food.

"It is the simple middle class who are the regular buyers of organic products. Most of the people believe organic food is meant for the privileged classes. But that is definitely not the case."

Mathur, whose company has been delivering such food at doorsteps, said his team was also planning a marketing strategy to increase sales. "We are planning counter sales. Like Mother Dairy, we will set up kiosks at several markets."

"We are setting up promotional camps in parks and the target is niche - health conscious morning walkers," said an off
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