ISSN: 3048-9423(Online)

Naveen International Journal of Multidisciplinary Sciences (NIJMS)

© NIJMS | Vol. 1 | Issue 6 | Jun-July 2025
Available online at: https://nijms.com/
DOI: https://doi.org/10.71126/nijms.v1i6.77

GREEN ON THE RISE: URBAN APPETITES

FOR ORGANIC VEGETABLES IN INDIA
Kumar Roushan1 and Dr. Sri om2
1
Research Scholar, Dept. of Horticulture (vegetable science), Major SD Singh University, Farukhhabad.
2
Professor, Dept. of Horticulture (vegetable science), Major SD Singh University, Farukhhabad.
1
corresponding author Email: kumar8271630444@gmail.com
2
Email: sriomgupta@gmail.com

ABSTRACT:
There has been a considerable movement towards consumption habits that are more
ecologically sustainable and health concerned, and this is reflected in the increased demand
for organic veggies in urban India. The purpose of this article is to investigate the complex
dynamics of organic vegetable markets in metropolitan regions of India, with a particular
emphasis on critical topics such as health awareness, economic issues, environmental
concerns, urban lifestyles, and supply chain logistics. Consumers in urban areas are
progressively placing a higher priority on organic veggies as a result of increased health
consciousness. They associate organic vegetables with improved nutritional content and lower
exposure to dangerous chemicals. Purchasing behaviour is heavily influenced by economic
aspects such as income levels, pricing tactics, and affordability. This highlights the necessity
of developing targeted methods to make organic products more accessible to a larger
audience. Considerations pertaining to the environment play a significant part in the
formation of consumer preferences, with a significant number of urban purchasers relating
their decisions to sustainability objectives and ecological repercussions. Consumption
patterns are further influenced by urban lives, which are characterised by convenience and a
fast-paced way of life. Digital retail platforms are becoming increasingly prominent as a
preferred buying channel. The inefficiencies that exist within the supply chain continue to be
a significant obstacle, since they have an impact on the cost, quality, and availability of
organic products in urban markets.

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The findings highlight the importance of collaboration among stakeholders in order to

solve these difficulties, encourage environmental education among consumers, and promote
environmentally responsible agriculture methods. The following are some suggestions for
future research: investigating digital marketing tactics, analysing patterns in consumer
behaviour that are particular to an area, and doing comparative studies on the effects of
organic farming against conventional farming. It is the intention of this study to encourage
the expansion of sustainable organic vegetable markets in urban India by providing essential
information for policymakers, urban planners, marketers, and consumers.
Keywords: Organic vegetables, urban India, health awareness, environmental concerns, market dynamics, supply
chain logistics.

1. INTRODUCTION:
The growing trend of organic vegetable consumption in urban India is reflective of a huge global
movement towards the consumption of organic food, which is notably resonating within the metropolitan
regions of India. This trend is being pushed by a growing middle class as well as an increasing awareness of
health and environmental problems, which is paralleling worldwide efforts towards more sustainable food
patterns. The growing demand for organic veggies in urban areas such as Delhi, Mumbai, and Bangalore is
illustrative of a larger trend in which urban consumers are increasingly looking for foods that are regarded to
be healthier and more ecologically friendly (Sharma & Thakur, 2021; Gupta & Desai, 2020). In order to have
a better understanding of the relationship between growing urbanisation and shifting dietary patterns, it is
essential to do research on the consumption of organic vegetables in urban India. This research is relevant not
just to the preferences of consumers, but also to concerns concerning the sustainability of urban environments,
public health, and the resilience of urban supply networks. Because of India's ongoing urbanisation, the
country's cities are growing in size and economic power, making them essential nodes for the implementation
of environmentally responsible and sustainable consumption habits (Raj & Samuel, 2019). Furthermore, the
growth of organic markets in these regions has been fostered by both programs implemented by the
government with the intention of enhancing organic farming and grassroots groups that advocate for
environmentally responsible agriculture (Patil & Kumar, 2018).
According to the most recent figures, the demand for organic veggies in India's metropolitan centres
is experiencing a significant increase. The policies of the government have been become more and more
supportive of this trend, with programs like the Paramparagat Krishi Vikas Yojana (Traditional Agriculture
Development Plan) pushing more organic farming techniques. An annual increase of roughly twenty percent
has been observed in the market growth rates for organic foods, which is indicative of a significant shift in
consumer preference towards organic products (Malik & Vij, 2020). Studies on consumer behavior have
highlighted an increased willingness to pay a premium for organic products among urban Indian consumers,
driven by health and environmental considerations (Joshi & Patel, 2021).

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The fundamental objective of this research is to investigate the ways in which urbanisation, rising
income levels, and shifting lifestyles have an impact on the consumption patterns of organic vegetables among
people living in urban areas in India. The purpose of this investigation is to get an understanding of the factors
that are contributing to the growing demand for organic goods and to assess the possibilities for sustainable
urban development that may be achieved through changes in the ways in which people consume food.
The process consisted of completing a thorough literature study, during which sources were carefully
selected on the basis of their relevance, scholarly excellence, and the date of their most recent publication.
The criteria for inclusion were adhered to in a stringent manner, which ensured that the study was informed
by only the sources that possess the highest level of credibility and information. In order to provide a
comprehensive and well-rounded perspective on the present state of knowledge on the consumption of organic
vegetables in urban India, the analytical framework was developed to compile information from a wide variety
of research.
Synthesising the data from a variety of reports, research publications, and journals allowed for the
formation of logical conclusions regarding the behaviour of consumers and the dynamics of the market. The
purpose of this approach was to discover trends and patterns that may contribute to a more comprehensive
knowledge of market dynamics in urban Indian environments. This was accomplished by compiling data
points from numerous research. In order to investigate the data that was obtained as well as the literature, a
number of different analytical methods were utilised. These approaches were selected because they are in line
with the objectives of the study, which are to provide an in-depth investigation of the ways in which
socioeconomic variables and urban lifestyle choices influence the consumption of organic vegetables. The
strategy was developed with the intention of bringing attention to causal links and offering a comprehensive
examination of the elements that are responsible for changes in consumer behaviour.
2. HEALTH AWARENESS AND ORGANIC CONSUMPTION
A tendency that is supported by an increased emphasis on health and wellbeing in society has been a
notable driver of the demand for organic veggies. This demand has been significantly fuelled by the spike in
health awareness among urban Indian populations. Due to the fact that urban consumers are becoming more
health conscious, they have a tendency to gravitate towards food alternatives that they consider to be safer and
more nutritious, which has led to major development in the organic agricultural industry (Agrawal & Kapoor,
2020; Bhat & Thakur, 2021).
Widespread public health initiatives that educate consumers about the benefits of organic foods, such
as less exposure to pesticides and greater nutritional profiles, have been the driving force behind the rise in
health consciousness in urban India. These kinds of efforts, which are frequently funded by both governmental
and non-governmental organisations, have been crucial in moulding the opinions of consumers and
compelling them to make more educated decisions regarding organic goods (Das & Rao, 2019; Menon &
Patel, 2021). Typically, these programs bring attention to the possible health hazards that are connected with
vegetables that are cultivated using conventional methods and treated with chemical pesticides and fertilisers.

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In contrast, organic options are framed as alternatives that are safer and healthier.
Consumption of organic veggies has also been strongly affected by consumers' understanding of their own
personal health responsibilities. As part of a more comprehensive strategy for managing their health and diet,
a significant number of people who live in metropolitan areas have begun to consume organic foods in order
to combat lifestyle diseases such as diabetes, heart problems, and obesity. This transition is especially
noticeable among those in the middle and upper economic strata, who not only have a greater level of health
awareness but also have the purchasing capacity to acquire organic items that are priced at a premium (Kumar
& Singh, 2020; Narayanan & Sharma, 2021).
There is a significant relationship between health consciousness and the use of organic goods,
according to the findings of several studies. Organic veggies are more likely to be purchased on a regular basis
by consumers who place a high priority on their health, particularly those who are aware of the specific health
benefits that organic foods offer, such as decreasing the buildup of harmful metals and increasing the levels
of antioxidants (Patel & Reddy, 2022; Singh & Verma, 2019). Furthermore, this transition has been
strengthened by the growing trend of "clean eating" and wellness movements connected to diets. Because
consumers are increasingly linking their dietary choices with long-term health results, this shift has been
strengthened.
Additionally, urban Indian consumers are becoming more sensitive about the source and quality of the
food they consume. This is being driven by an overriding concern for the health of their families, particularly
in homes that include members who are either small children or elderly. This audience is extremely responsive
to messages regarding public health and is more likely to alter their purchasing patterns as a result of health
promotional content that emphasises the benefits of organic foods (Jain & Mathur, 2021; Roy & Sengupta,
2020). The increased availability of organic foods in urban retail settings is a factor that further amplifies the
influence of these changes. Marketing that highlights the health advantages of their products and services is
frequently featured in supermarkets and specialised organic food stores, which are frequently situated in
wealthy metropolitan neighbourhoods. This marketing strategy has the effect of appealing to the customer
mindset that is focused towards health optimisation. Increasing the consumption of organic vegetables among
urbanites who are concerned about their health may be accomplished through the implementation of these
retail methods, which are in line with the larger public health campaigns (Mishra & Lal, 2022; Tiwari & Jain,
2021).
3. ECONOMIC FACTORS INFLUENCING CONSUMPTION
The economic factors, which include income levels, pricing tactics, and the economic sustainability of
organic marketplaces, play significant roles in the formation of consumer behaviours with regard to the
consumption of organic vegetables in urban settings.
Income Levels: There is a considerable relationship between the degree of income and the selections
that consumers make about organic veggies. The tendency to purchase organic items, which are often more
expensive than their conventional equivalents, is typically correlated with higher income levels. This is

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because organic products are more cost-effective. A particularly high association exists between income and
organic consumption in metropolitan India, where customers from the middle and upper classes are more
inclined to choose health and environmental advantages despite the premium price of organic products (Mehta
& Roy, 2021; Patel & Kumar, 2022). These customers consider the higher price to be a good investment in
their own and their family's health, which is one of the factors that has contributed to the rapid expansion of
organic markets in many metropolitan areas.
Pricing Strategies: In order to broaden the market base for organic veggies, it is essential to use price
tactics that are effective. The urban markets in India display a wide range of pricing strategies, ranging from
premium pricing to competitive pricing models, with the objective of making organic options more accessible
to a wider audience. There is a common practice among retailers to employ tiered pricing, in which organic
products are positioned as premium offerings among conventionally grown options that are more affordable
(Singh & Gupta, 2020; Chandra & Iyer, 2019). The effectiveness of these initiatives, on the other hand, is
primarily dependent on the consumer's impression of value in relation to price. This view is impacted by
marketing efforts that promote the higher quality and health advantages of organic products.
Economic Viability of Organic Markets: The economic feasibility of organic marketplaces in urban
settings is contingent not only on the demand from customers but also on the effectiveness of supply networks
and the magnitude of activities. It is possible to attain economies of scale when there is sufficient demand to
support the manufacturing, distribution, and marketing operations that are carried out on a big scale. Organic
veggies are becoming more competitive in the market as a result of the rising demand in urban India, which
has led to more major investments in organic farming and distribution networks. These investments, in turn,
help cut costs and prices, making organic vegetables more appealing to consumers (Varma & Das, 2021; Joshi
& Malik, 2020). Furthermore, government subsidies and support for organic farming initiatives also contribute
to the economic viability by offsetting some of the higher costs associated with organic certification and
sustainable farming practices (Krishnan & Lal, 2021).
Economic Status and Consumer Willingness: The capacity of consumers to participate with the
organic market is influenced not only by their economic level but also by their inclination to do so to some
degree. The propensity of customers with lower incomes to embrace organic goods is frequently dependent
on their degree of knowledge and understanding about the benefits of organic consumption, according to
research. On the other hand, wealthy consumers are more likely to quickly use organic items (Nair & Reddy,
2022; Thakur & Pande, 2019). This suggests that economic factors intersect with educational and cultural
elements, determining consumer engagement levels in urban settings.
4. ENVIRONMENTAL CONCERNS AND CONSUMER CHOICES
In metropolitan regions, where concerns about sustainability and ecological health are gaining hold,
environmental consciousness has emerged as a critical component in driving consumer choices for organic
veggies. This is especially true in urban settings. Consumers in urban areas are becoming more aware of the
environmental implications that are caused by conventional agricultural techniques. These impacts include the

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deterioration of soil, the polluting of water, and the excessive use of chemical fertilisers and pesticides.
Because of this increased knowledge, there has been a huge movement towards organic veggies, which are
regarded as an option that is more sustainable and kind to the environment (Desai & Verma, 2021; Kapoor &
Singh, 2020).
Urban customers frequently link organic farming with measures that improve the health of the soil,
lessen the amount of contaminants in the water, and lower the amount of carbon footprint that is caused by
the production of food. Public campaigns and educational activities that promote the ecological benefits of
selecting organic veggies over conventionally cultivated vegetables are helping to reinforce these beliefs (Jain
& Roy, 2022; Iyer & Menon, 2020). For example, a significant number of urban customers are drawn to
organic products because of their compatibility with sustainable farming methods. These activities include
crop rotation, decreased use of synthetic inputs, and the preservation of biodiversity. Individuals who are
environmentally concerned and who prioritise their purchases based on the larger ecological implications are
likely to find these behaviours appealing.
Furthermore, urban consumers are increasingly viewing their organic food choices as a method of
contributing to bigger environmental goals, such as decreasing waste and minimising the effects of climate
change. Studies suggest that consumers who are aware of global environmental concerns, such as deforestation
and greenhouse gas emissions from agriculture, are more inclined to buy organic products as part of a
sustainable lifestyle (Krishna & Nair, 2021; Sharma & Gupta, 2019). The emphasis on local and seasonal
organic produce further underscores this connection, as it reduces transportation-related emissions and
supports regional biodiversity.
The dissemination of environmental consciousness among urban consumers has also been significantly
aided by the use of digital platforms and social media. The environmental destruction that is produced by
conventional farming practices is frequently brought up in online campaigns and conversations, and they are
contrasted with the advantages that organic farming offers. Customers in urban areas are regularly presented
with such information, which influences their perspectives and cultivates a sense of duty with regard to
environmentally responsible purchase (Mishra & Thakur, 2022; Reddy & Kapoor, 2020).
But despite the fact that people are becoming more environmentally conscious, there are still obstacles
to overcome in order to translate this concern into regular purchase behaviour. Even for consumers that are
ecologically orientated, price sensitivity and limited availability can function as hurdles to entry. Despite this,
urban customers who place a high value on sustainability are prepared to spend a greater price for organic
veggies. They view the higher price as an investment in both their own personal well-being and the health of
the environment (Joshi & Kumar, 2021; Das & Lal, 2022).
Therefore, environmental considerations have a considerable impact on the decisions that urban
consumers make about organic potatoes and vegetables. A significant number of consumers are putting
organic goods at the forefront of their diets because of the connection between their individual actions and the
greater ecological implications they have. In metropolitan areas, customers have the perception that they are

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making a contribution to a more sustainable agriculture system when they opt for organic products. This
highlights the significant role that environmental consciousness plays in determining the dynamics of the
market.
5. IMPACT OF URBAN LIFESTYLES ON ORGANIC FOOD MARKETS
The consumption patterns of organic vegetables are significantly influenced by urban lifestyles, which
are driven by variables such as the high population density, the rapid pace of urban life, and the ever-evolving
culture of metropolitan areas. Collectively, these factors have an impact on how urban consumers view organic
food and how they gain access to it. As a result, organic food markets in metropolitan regions face a unique
set of opportunities and problems (Shukla & Varma, 2022; Kapoor & Menon, 2021).
Density and Retail Accessibility: When there is a high population density in an urban location, there
is typically a bigger demand for organic veggies since there is a broader variety of consumers and they are
more conscious of the demand. Organic food markets are often concentrated in urban centres, which also have
a large number of retail stores that cater to customers who are concerned about their health. In highly populated
places, there is a greater prevalence of supermarkets, organic stores that specialise in organic products, and
farmer's markets, which provides customers with better access to organic products. On the other hand, the
availability of organic veggies is not universal; many neighbourhoods have less alternatives available to them
as a result of supply chain restrictions or market saturation (Jain & Singh, 2020; Rathore & Desai, 2019). This
disparity highlights the importance of strategic retail placement to meet the needs of diverse urban populations.
Pace of Life and Convenience: Purchasing selections for organic veggies are heavily impacted by the
fast-paced lifestyle that is prevalent in these urban areas. Consumers frequently place a higher value on
convenience due to time restrictions, which makes ready-to-eat or pre-packaged organic veggies more
appealing. Retailers have responded to this need by producing items that are specifically intended to meet it,
such as vegetables that have been pre-washed and sliced. In addition, urban consumers are more prone to
make impulsive purchases in supermarkets and convenience stores that place an emphasis on providing
customers with a speedy shopping experience (Prasad & Iyer, 2021; Mehra & Khurana, 2022). This trend
highlights the necessity for organic food producers to integrate their offers with the time-sensitive demands
of urban clients in order to successfully meet their respective needs.
Role of Online Shopping: The access to organic veggies in metropolitan areas has been completely
transformed as a result of the advent of e-commerce. Consumers have the ability to purchase organic items
from the comfort of their own homes through the use of online platforms, which frequently come with
additional perks such as home delivery, discounts, and subscription models. Studies have demonstrated that
the use of internet purchasing has increased the accessibility of organic marketplaces, particularly among
urban customers who are younger and more knowledgeable about technology (Rao & Kaur, 2020; Sharma &
Joshi, 2021). However, the success of online platforms depends on reliable supply chains and the ability to
ensure product quality, which remains a challenge for many providers.

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Cultural Trends and Health Awareness: The urban culture, which is characterised by exposure to
global trends and increased health consciousness, plays a crucial role in encouraging the consumption of
organic vegetables. People who live in urban areas frequently adopt dietary habits that are influenced by
worldwide movements such as clean eating and sustainability. These customers frequently incorporate organic
veggies into their daily routines. This shift in cultural norms is further exacerbated by the increased
prominence of organic goods in urban marketing initiatives. These advertisements highlight the environmental
and health benefits of selecting organic choices over conventional ones (Varghese & Thomas, 2022; Nair &
Reddy, 2020).
Organic food markets are shaped by urban living environments because these characteristics influence
how customers access and interpret organic veggies when they are available. The interaction of elements such
as population density, the pace of life, and cultural aspects highlights the significance of designing organic
market methods to fit the specific requirements of urban people. For organic vegetable markets in metropolitan
regions to continue their expansion, it will be essential to ensure that they are available, to embrace online
retail channels, and to link their goods with urban cultural trends.
6. SUPPLY CHAIN AND MARKET DYNAMICS
The logistics of the supply chain for organic vegetables in metropolitan India has a significant
influence in defining the accessibility of organic goods, as well as in shaping the dynamics of the market and
affecting price. The effectiveness of this supply chain has a direct bearing on the extent to which the organic
market is able to continue expanding and being viable. In spite of this, its efficiency is frequently hindered by
a number of obstacles, including disjointed supply chains, inadequate infrastructure, and expensive logistical
costs, which have an impact on both the producers and the beneficiaries (Chopra & Mehta, 2022; Reddy &
Thomas, 2021).
Fragmentation and Challenges in Supply Chains: The fragmentation of the supply chain for organic
veggies in India is one of the most significant problems that the country has to address. Organic food supply
chains lack coherence due to the smaller size of production and restricted reach of organic agricultural
networks. This is in contrast to conventional food supply chains, which are often well-integrated and efficient.
These fragmentations lead to inefficiencies such as delays, increased transportation losses, and an inability to
maintain quality, all of which contribute to higher pricing for organic vegetables in urban markets. Other
factors that contribute to these inefficiencies include (Desai & Verma, 2022; Patel & Kumar, 2020).
Additionally, the absence of adequate cold storage facilities and transportation systems further exacerbates
these challenges, leading to reduced shelf life and higher wastage.
Impact on Pricing: The inefficiencies in the organic vegetable supply chain have a direct impact on
pricing. Urban consumers often perceive organic products as expensive, and a significant portion of this cost
can be attributed to the logistical challenges within the supply chain. The high cost of transporting organic
vegetables from rural farms to urban markets, combined with the need for specialized handling to maintain

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product integrity, results in inflated retail prices. This cost burden is often passed on to consumers, limiting
the accessibility of organic products to higher-income groups (Mehra & Gupta, 2021; Sharma & Reddy, 2019).
Accessibility Issues: Lack of efficiency in the supply chain is another factor that makes organic
veggies more difficult to obtain in metropolitan areas. There are challenges in satisfying the demand for
organic products, despite the fact that the demand is concentrated in metropolitan areas. These challenges
include uneven supply and restricted retail availability. Due to the limited number of supplier networks
available, smaller stores frequently have challenges when it comes to obtaining organic vegetables in sufficient
numbers and guaranteeing a continuous supply. The customers who live in less wealthy neighbourhoods are
disproportionately affected by this issue since organic products are frequently unavailable or inconsistently
stocked in these neighbourhoods (Kapoor & Singh, 2022; Bhatia & Rao, 2021).
Efforts to Enhance Supply Chain Efficiency: The integration of technology, the promotion of direct
linkages between farmers and urban shops, and the establishment of cooperative networks have been the
primary focusses of efforts to facilitate the improvement of the organic vegetable supply chain in India. E-
commerce platforms and direct-to-consumer business models have emerged as valuable alternatives that have
the potential to bridge the gap that exists between consumers and manufacturers. These methods limit the use
of middlemen, lessen the amount of money lost during transit, and make it possible to have more pricing
transparency. As an additional measure, several projects have made investments in cold chain infrastructure
and centralised distribution hubs in order to guarantee the availability of organic goods in urban markets and
to guarantee their quality (Mishra & Lal, 2022; Narayan & Iyer, 2020).
The supply chain for organic veggies in urban India continues to be an enormously important factor in
determining the success of the sector. In order to make organic goods more accessible and inexpensive, it is
vital to address inefficiencies through the integration of technology, the development of infrastructure, and
the implementation of creative business models. Not only can a supply chain that operates efficiently improve
the level of pleasure experienced by customers, but it may also guarantee the continued financial viability of
organic agricultural methods.
7. CONCLUSION
The dynamics of organic vegetable consumption in urban India have been comprehensively
investigated in this study. Key issues that have been highlighted include health awareness, economic reasons,
environmental concerns, urban lifestyles, and supply chain efficiency. An increased understanding of health
issues was shown to have a substantial impact on urban consumers' decisions to prioritise organic vegetables
as a component of their diet. This was motivated by the notion that organic vegetables offer higher health
advantages and lower chemical exposure. When it came to deciding whether or not organic fruit was
affordable to customers and whether or not they were willing to buy it, economic issues were extremely
important. These criteria included income levels and pricing tactics. An additional finding of the study was
that environmental consciousness plays a significant part in the formation of consumer preferences. The
findings showed that a significant number of urban purchasers link their decisions with larger sustainability

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objectives. The demand for organic vegetables was further affected by urban lives, which are characterised by
convenience and a fast-paced lifestyle. In addition, inefficiencies in supply chain logistics caused obstacles to
the accessibility and cost of organic vegetables in urban markets throughout this time period. These findings,
when taken as a whole, gave a thorough knowledge of the intricate relationship that exists between consumer
behaviour and the dynamics of the market in the organic vegetable industry.
According to the findings, there are severe repercussions for a variety of participants. This information
may be utilised by urban planners in order to build projects that link urban agriculture with organic vegetable
supply chains, therefore enhancing accessibility and supporting sustainable urban living. As a result of
policymakers' ability to establish targeted subsidies and support systems for organic farmers, production costs
may be reduced, and organic products can become more accessible for a wider audience. The data provide
opportunity for marketers to enhance tactics that highlight the advantages to health and the environment while
also addressing the issue of price sensitivity. Last but not least, these findings have the potential to encourage
more sustainable consumption habits among consumers by fostering a deeper understanding of the wider
ramifications of the food choices they make.
Longitudinal studies that follow changes in consumer behaviour towards organic vegetables over time
should be the focus of more study in the future. These studies should be particularly focused on how consumers
react to economic fluctuations and regulatory interventions. Furthermore, the investigation of the function that
digital marketing and online retail platforms play in broadening the availability of organic products in
metropolitan areas may yield insightful information. In order to further deepen our understanding of
sustainable agriculture, comparative research comparing organic farming techniques and conventional
farming practices in terms of productivity, profitability, and environmental effect would be beneficial. Lastly,
doing research into the socio-cultural aspects that influence the consumption of organic food in various parts
of India has the potential to reveal subtle trends and lead to the development of policies that are particular to
those regions.
There is reason to be optimistic about the future of organic vegetable consumption in urban India, as
consumers are becoming more aware of the importance of health and the environment. It is anticipated that
the demand for environmentally friendly food options, such as organic veggies, would increase as urbanisation
continues to effect a transformation in the demographics and lifestyles of India. On the other hand, in order to
fully realise this potential, it is necessary to overcome critical obstacles such as pricing, inefficiencies in the
supply chain, and accessibility. The organic vegetable industry has the potential to become a cornerstone of
sustainable urban development if it is able to create collaboration between many stakeholders, such as
legislators, farmers, marketers, and consumers. The organic market in India is set for substantial transition,
which will contribute to a healthier and more sustainable future. This transformation will be brought about by
the fact that consumer preferences are changing and technological improvements are being made.
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Cite this Article:

Kumar Roushan and Dr. Sri om, “GREEN ON THE RISE: URBAN APPETITES FOR ORGANIC VEGETABLES IN INDIA”,
Naveen International Journal of Multidisciplinary Sciences (NIJMS), ISSN: 3048-9423 (Online), Volume 1, Issue 6, pp. 45-57, Jun-
July 2025.
Journal URL: https://nijms.com/
DOI: https://doi.org/10.71126/nijms.v1i6.77

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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