Disrupting The Plate: How Tech Startups Are Revolutionising Organic Food Distribution In India

In the past couple of decades, there has been a huge shift in the food lifestyle patterns in India. In recent years particularly, there has been a huge rise in the demand for organic food and products. 

There have been many drivers behind this development. The biggest one is that the country’s food and beverage industry, especially in the category of organic food, has experienced gradual growth in the past few years.

Organic food is pricier and the growth in the income levels of the middle class of India has enabled the population segment to shift in lifestyle. More Indians can now afford organic food and can make a cautious decision to choose such ingredients and food items. 

Tech startups and tech companies in India have been working to spread awareness about food and lifestyle change in India and promote organic food. They are further pushing the growth of the organic food industry and making it reach out to a larger chunk of the population.

Spreading Awareness For Adoption of Organic Food

Tech startups who track the country’s income and expenditure trends can understand the food industry’s pulse as a whole. They plan their communication and marketing tactics in a way to target the correct audience for the correct product or service. 

The primary way to reach out to the audiences is through targeted online advertisements on various social media and other means. The communication reaches the handheld devices of the particular user and is considered the most effective means. 

These companies also involve influencers for better and more effective outreach. The main aim of such communications is to break the myths surrounding organic food and spread better awareness.

Communicating Benefits Of Organic And Doing It On Right Time

The major reason for the non-adoption of organic food by the masses is due to the myths and disbelief associated with it. A major part of the population is not aware of the exact benefits of organic foods and this is where communication plays an important role. 

The lack of knowledge forces people to assume certain things about the organic food industry and thus are pushed away from adopting the lifestyle. More than communicating the benefits of organic foods, it is also important to communicate them at the right time. In this case, the right time is when people are making a shift in their lifestyle. Internet trends of users play an important role in tracking their preferences. 

When a user is making a shift in behavioural patterns and making lifestyle-related changes like starting to exercise, joining a gym or shifting to a new diet regime. 

This is the optimum time to communicate about the benefits of organic foods as at this time, the audience would be more receptive and the communication would be the most effective.

Informing Them From Where To Purchase

Other than communicating about the benefits of organic foods, it is also important to talk about the right sources from which such products can be purchased. Nowadays, there are numerous sellers of organic food items and there have been cases, where some sellers sold non-organic products, claiming them to be organic. 

Such incidents hamper the trust of the consumers and they develop a dislike for the whole segment of foods. It is highly important to verify the right and certified sellers of such products and promote them to the right audience. 

Consumer trust must be developed and this is what the new age tech startups are focusing on. Only the right sellers are promoted on various platforms, after a thorough background check and verification.

Delivering Organic Food In Less Than 20 Minutes

In recent times, food and grocery delivery startups and apps have upped the ante and there is now a cut-throat competition to fulfil such deliveries in as short time as possible. This has a positive impact on the organic food industry as these startups and food delivery apps also list the organic products in their offering. 

People wanting to buy organic foods can do it in a few clicks and get the products delivered within a few minutes to their doorstep, without any hassle.

Solutions For Pertaining Issues Related To Food, Health, Environment Sustainability

Tech startups are solving many problems at once by promoting organic foods. They are helping people overcome the issues related to chemical and fertiliser-infused foods by spreading much-needed awareness. 

Such foods cause long-lasting health issues and are a root cause of developing several complications within the human body. Other than that, the use of organic foods is very beneficial for the environment as the use of no chemicals does not impact the soil, water or air and gives a chance for the land to sustain itself for the next crop. 

It is a step ahead in the direction of environmental sustainability, something which is being promoted on international forums.

Using Technology To Reach Tier 3 Cities And Towns

A lifestyle change can only be considered complete and absolute for the whole population, when there is a vast outreach and people at the remotest level are impacted. This is why it is important to reach out to the people in Tier 2 and 3 cities. 

Technology plays a vital role in creating this outreach and communicating the benefits of organic food and creating both job and consumer opportunities at that level.

Note: We at Inc42 take our ethics very seriously. More information about it can be found here.