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Bengaluru pips Pune, Mumbai in organic product awareness, finds study
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Thursday, 20 June, 2019, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Bengaluru has pipped Pune and Mumbai in awareness of tangible benefits on adopting organic lifestyle products. These were among the findings of the Organic Alternatives study by Godrej Nature’s Basket.
It revealed 95 per cent of the respondents in Bengaluru have already included organic products in their diet. On the same parameter, Pune ranked second (90 per cent), followed by Mumbai (84 per cent), underlining the increasing adoption of organic lifestyle products in the metro cities.
The organic food market in India is currently estimated at Rs 4,000 crore, as per a joint report by Assocham and EY. It is expected to touch Rs 12,000 crore by 2020, growing at a healthy 16 per cent CAGR (compound annual growth rate).
Pointing at the growing acceptance of organic products in the daily diet, the survey highlighted 91 per cent respondents from Bengaluru having an inclination to adopt an organic lifestyle even if it came at a price premium of up to 15 per cent compared to Pune (86 per cent) and Mumbai (85 per cent).
Sixty per cent of the Bangalore respondents felt more fit as a result of adopting an organic lifestyle compared to Pune (56 per cent) and Mumbai (54 per cent).
Interestingly, the survey found seven in 10 Bengaluru respondents consume organic products to manage their weights, while six out of ten expect these products to boost their immunity. In contrast, only 52 per cent respondents from Pune and 49 per cent from Mumbai use organic products as part of their weight management regime, and only 41 per cent in Pune and 44 per cent in Mumbai use it for boosting their immunity.
Pune, however, performed marginally better than Mumbai and Bengaluru on citing health and wellness as the key reason for adopting an organic lifestyle. Eighty per cent of the respondents in Pune believed that the top reason for choosing an organic lifestyle was health and wellness compared to Mumbai (78 per cent) and Bengaluru (63 per cent).
Ironically, the survey also revealed Mumbai’s lack of awareness about organic alternatives outside the food and beverage segment. While 90 per cent of Mumbai respondents were aware of the availability of organic produce for fruits, vegetables, and staples, only 32 per cent knew of organic hair care products, 26 per cent of organic skin care products, and just 23 per cent of organic homecare products.
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