Karnataka manufacturers laud NAFED’s move to market organic products online

KARNATAKA ORGANIC FOOD PRODUCT MANUFACTURERS see that if marketing via online platforms is introduced, it would give a big fillip to the sector. But certification and the dynamic regulation framework can further bring in much-needed transparency to the e-commerce platform for trade.

The views have come in after the recent announcement by the National Agricultural Cooperative Marketing Federation of India's (NAFED) step to spur the marketing of organic products online.

Currently, most organic food product manufacturers, including 24 Mantra Organic, Pro Nature Organics, Phalada Organics, Mrittika Agro from Dakshina Kannada, Satwik Organics from Gadag and the Bengaluru-based Pristine Organics, sell their products via their own websites.

While Shri Sanjeev Chadha, Executive Director, NAFED, confirmed that it had got in-principle approval in this regard and that e-talks with the e-commerce sites have commenced. He added that the key objective was to market the organic products at inexpensive rates.

The manufacturers of organic food products levy exorbitant prices, stating that their cultivation of the produce is an expensive proposition. NAFED, in order to bring in the affordability factor, has devised a strategy to sell reasonable organic food products through e-commerce sites.