Every Wednesday morning inside Madurai’s first organic store – Navdanya in Gomathipuram that was launched in 2010 -- is a scene of brisk activity. Heaps of vegetables and fruits arrive from the farms of organic farmers in Palani, Theni, Kodaikanal, Sattur and Alagarkoil that are checked, neatly packed and home delivered to 200-plus customers in and around the city.
For the first 12 months, I never had more than 15 customers wanting organically grown produce, says Ms.Gajalakshmi, owner of the cute little store stacked inside the residential colony. Today her database has over 300 registered customers of whom 200 regularly order farm produce, she says. All her customers place weekly orders over phone, e-mail, sms and now whatsapp by Monday and get it at their doorstep before noon every Wednesday.
When she started her business with organically produced farm products and grocery items five years ago, they did not move well. “But I did not give up,” says Gajalakshmi. She would travel, keep herself updated meeting farmers and google searching for information, follow tips from friends and check out stores in other cities. What worked she feels, was the quick and smart move of including organic cosmetics. That changed the fortune to the extent that now she is planning to launch a total organic ‘Ancient Living’ spa for women next month.
Perhaps sensing the demand for cosmetics, Shen’s Farm – the city’s one-stop organic shop in Besant Road -- opened its second and swankier outlet within a year and a half at Vishal de Mall last month with focus on beauty products. There is lot more awareness about organic products among people now, says founder-owner J.Shenbagaraj. He has seen 20 per cent growth last year and perceives 40 to 50 per cent rise in demand for organic products in the coming year. “I am planning to add more to my product profile,” he says.
If his first store was largely meant to orient the city’s residents to organic shopping in a calm environment, the second one inside the mall is aimed at the floating population that crowds the mall especially on weekends. People from Sivagangai, Sivakasi, Virrudhunagar, Cumbum, Rajapalayam, Theni, Tirunelveli regularly come to Madurai for an outing and the mall visit is a must for them. “When they walk into our store, organic knowledge is a bonus,” he adds. The movie-goers are the additional walk-ins at his new store while the old store continues to get his dedicated customers.
Between them, Navdanya and Shen’s Farm stock over two dozen brands such as Organic India, 24 Mantra, Pure & Sure, Pro Nature, Organic Tattva, Organa, Vedanthika, Khadi, Terra Greens, Eco-Care, Auroshikha, Rustic Art, SOS Organic, Ancient Living, Soul Tree, Soul Flower, Last Forest and their products include groceries and snacks to health, home and baby care products and cosmetics. But Shen’s shop is larger and with more variety to choose from.
Mr.Deepak Parmar, an insurance surveyor who was also into selling Patanjali products for the past few years saw the benefits of what he describes as “mindful eating with organic diet.” A month ago he launched Shree Organic Shop in P and T Nagar and is himself surprised by the response. Though he has started by introducing limited items like juices, beverages, cereals, powdered grains and everyday snacks, he says he is impressed with peoples’ queries and the fact that they come asking for specific items. “It shows how much more they know and also their determination to use organic products only.” Deepak too plans to expand as he says he has the advantage of being the only shop selling organic edibles in the area.
Likewise the Organic Grocery Garden in Iyer Bungalow, Ko in Tallakulam, Boomi on New Natham Road and a dozen more in Anna Nagar, Pudur, Bypass Road are among the smaller shops that have all come up in the last two-three years and are cashing in on the trend. In most of these shops the farm fresh produce is supplied on a weekly basis only by certified farmers in the region. These shops also stock limited local and branded packaged products and cater to the residents of the area.
Without making much noise organic products are entering people’s homes now, says K.Karthikeyan of Grocery Garden. What was considered a passing fad till a few years ago is slowly becoming a trend with people’s attention turning to health and environment.
True, who will deny that all of us have a new goal of healthy living nowadays? And this goal can perhaps largely be fuelled by buying organic produce because man can no longer afford to continue the environmental destruction. It is better he starts watching what he eats and wears. Organic farming is not just about greens any longer. It has become a very good business and the shop owners guesstimate the market is worth Rs.One Crore in small town Madurai.
Even the departmental stores and supermarkets like the Nilgiris have increased their organic product-portfolios though a broad selection is missing there. The supply chain may still be small in the city and is largely left to the speciality organic food stores to answer the increasing demand for such products. But each of them has the potential to grow.
“People are slowly but definitely changing as they are fed up of being held responsible for destroying the environment,” says Shenbagaraj. “The middle class is waking up and willing to pay more for healthy products,” adds Deepak.
What will you find under organic products produced without synthetic pesticides, fertilisers, chemicals, antibiotics or growth hormones:
Fruits, vegetables, spices and condiments, pulses and grains, rice, lentils and flour – everything from ragi to jowar, bajra, millets and whole wheat, to different types of oils, pickles, squash, tea and coffee, range of natural supplements and seeds and natural gur, honey and jam, cookies and breakfast cereal, baby food and daily snacks.
Line of soaps, shampoos, cleansers, scrubbers and masks that are considered safe for all types of skin. The anti-acne, anti-dandruff, anti-aging creams and powders, the essential oils like tea tree, eucalyptus and lavender, anti-nappy rash, massage oil and body wash for babies, Kajals, lipsticks, eye-liners, face packs and perfumes, sanitary napkins for women, shaving bars and after shave for men, special oils for different kinds of aches and pain and special products like anti-snoring and jet-lag roll-onsHome care products like mosquito and other insect repellents, washing powders and detergents, bathroom cleaners and floor mopping solutions.
Quotes:
When I buy and eat organic I feel I get more health in every serving. As a responsible citizen I also feel I am doing something good for the Earth -- Chitra Badrinarayanan, one of the first customers of Navdanya.
When it comes to staples like rice, pulses, flour, millets and sugar, I buy an organic, unrefined variant. When we eat pesticides-free fruits and vegetables, we obviously derive long-term benefits -- Dr.A.Seetha, microbiologist at Government Hospital
Kitchen is cleaner because I do not stock up any more since organic food without preservatives has shorter shelf life. So I buy as much as I need and consume it fast. -- D.Dhanalakshmi, homemaker, who has been buying organic products for six years.
Earlier, I and my wife would pick up organic soaps, creams and shampoos from Chennai and Bangalore. Now I am glad that we are getting them in Madurai. -- Mr.Dharma School Headmaster and a regular shopper at Shens Farm.
Organic products make me feel good whether I eat the millet biscuits or drink the guava juice or apply organic face pack. I stopped buying things blindly and carefully read the benefits of the organic product that I buy now may be at a little higher cost and use it properly. -- Dr.Amirtha Mekala, Dentist.
I am totally into organic cosmetics and not only buy for myself but gift it to all my friends and family. The organic kaajal, lipstick, body lotions, perfumes, face packs and soaps are just too good. Each of the items has a feel-good essence. --- Chitra Priya, Businesswoman
I think it is wise to invest a little more in your body by eating organic and staying healthier instead of coughing up hospital bills later. The price difference ranges from Rs.20 to 80 per organic product and it is up to us to make a judicious choice. -- Mr.Narayanan, Engineer.
