How organic labels and conscious users are shaping an industry on trust

Organic labels and conscious customers are manoeuvring policy potholes to shape an industry based on mutual trust

Kavitha Kuruganti

Kavitha Kuruganti, National convenor, Alliance for Sustainable and Holistic Agriculture

Veer Arjun SinghNikita Puri
Kourtney Kardashian recently posted a picture of herself on Twitter, stretched on a poolside recliner in a white bikini, with the caption: “I make sure to always buy THESE organic.” Her sisters Kim, Khloé and Kylie concurred. And her 23 million followers were suitably intrigued. The picture is a clickbait ad to the Kourtney app, where the mother of three reveals all about her organic meal plans, for $24.99, or Rs 1,700, for a year’s access.

That’s roughly the amount it would cost a family of four in India to move to organic groceries for a month, estimates a joint report by consultancy EY and the Associated Chambers of Commerce and Industry of India (Assocham). Remove the glamour and the

First Published: Jul 20 2018 | 10:56 PM IST

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