A couple years ago the biggest challenge for an organic food brand was convincing consumers that their products were worth the premium they were paying for them. It was naturally a gargantuan task, particularly in a price sensitive market like India. 

But for the brands that stood their ground, believing that the Indian market would one day come around to organic eating, well, their moment has finally arrived. And how. 

There is a growing market for organic products, here in India. This space is actually more exciting than it has ever been before. 

In fact, big FMCG brands like Tata and ITC have now swept in for a slice of the vegan, cruelty free pie. On one hand, this helped the Indian organic food market to grow at an average rate of 25 per cent annually. But on the other, it has intensified competition in this space. And in the process, smaller, new-age brands seem to be getting the short end of the stick. 

Is there room for everyone? 

Tune in. 

Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.Listen to the latest episode of Two by Two here

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