College of Agribusiness Management, GB Pant University of Agriculture & Technology, Pantnagar-263 415, Uttarakhand.
The world is witnessing a great demand for the organic food products after the reports of harmful residual effects of chemicals in the agricultural practices. The organic food industry in the world is worth US $ 35 billion with a growth rate of 15 per cent, with most of the growth concentrated mainly in USA, UK and Japan. India is endowed with 9 different agroclimatic zones and possesses a vast opportunity for entering into the international market with its organic produce. However, the road is not easy because the challenges in international marketing of organic food have been identified as standardization of products according to the customers’ tastes and preferences, certification, consumer education, branding and promotion, etc. The present study is based on the strategic analysis of Indian organic product industry with respect to global markets. Through SWOT analysis and TOWS matrix, the study has highlighted the opportunities and threats existing in the global markets and strategies to develop markets worldwide for India.
