India’s natural farming movement is doing well on the supply side. Policies are in place, pilot projects are running, and farmers are being trained. However, there’s a missing piece: strong consumer demand. Without this, natural farming might not reach its full potential. We need more than just farmers and government action; individuals, communities, and ethical businesses must help build consumer trust and demand.
Grassroots efforts are showing success. In Telangana and Andhra Pradesh, Sahaja Aharam connects 9,000 farmers directly to customers through its organic stores. In Chhattisgarh, Bhoomgadi Organic helps tribal farmers sell their produce by building trust through local connections. These community-led initiatives are important because some people worry about fake organic certifications.
Government certification systems, even with good intentions, can sometimes help traders more than farmers and can lead to corruption. Building trust works better through direct contact and clear systems. For example, Safe Harvest offers produce tested in labs, free from pesticides, and uses QR codes for transparency. This shows how trust can be built from the ground up, especially when official systems fall short.
Globally, models like Community Supported Agriculture (CSA) show that trust between farmers and buyers can replace strict regulations. In India, weekly farmers’ markets in cities and community subscription schemes are good examples of this approach. These trust-based systems, often supported by donations or mission-driven funding, should be encouraged. They shouldn’t be controlled by too much red tape.
Consumers are becoming more aware of health and environmental issues. The demand for organic food in India is growing fast, though it’s still from a small base. A recent survey found that many Indian consumers are willing to pay a bit more for food without chemicals. However, price is still a factor; most consumers will accept a small price increase, but not a very large one.
This shows that moderate price increases work, but only if consumers are confident about the product’s authenticity and transparency. This isn’t a problem, but rather an opportunity to understand different types of consumers. Like new products such as solar panels or oat milk, natural farming products will likely start with early adopters. These are consumers who care about their health, their values, and are willing to pay a little extra.
Their purchases create market signals, attract investment, and eventually lead to more people buying and lower prices. Natural farming products can follow a similar path if everyone involved works towards this goal instead of trying to force growth with early subsidies. The biggest hurdle right now is not price, but trust. Consumers are becoming suspicious of certifications and ‘organic’ labels. They are looking for transparent supply chains, clear stories about the products, and reliable endorsements.
Private companies are stepping up. Farmizen connects farmers and buyers, providing detailed information about the produce. Other platforms and companies are also creating traceable networks and offering quality-checked natural food options. These developments suggest a future where trust is more valuable than official certification. Consumers are indicating they will pay for products they can believe in.
For this demand to grow, policies should support rather than lead. Instead of creating new certification systems or focusing on ‘green’ sections in markets, the government can promote innovations that are already building trust effectively. Philanthropic organisations and corporate social responsibility funds can help by funding outreach, technology, or shared logistics for these trusted initiatives.
Civil society groups and consumer cooperatives can play a vital role. Once the market is active and visibility increases, policies can follow. Instead of relying on less effective Farmer Producer Organisations (FPOs), India should support ethical agripreneurs who can build markets based on trust for natural produce.
There are already informal models working well. For example, one initiative in Indore connects farmers and consumers through weekly markets, promotes chemical-free farming, and runs a café featuring natural food. Scaling such efforts can make natural farming mainstream. Financial institutions can support these agripreneurs with low-interest loans.
Educating consumers is also crucial. Just as millets were promoted as a climate-friendly superfood, storytelling about natural farming can connect food with health, soil, and people’s livelihoods. Through social media, school programs, or farm visits, the aim is to turn passive buyers into active participants in the food system.
So far, India’s natural farming strategy has placed the main responsibility on farmers. However, lasting change often starts with consumers. If the market rewards environmentally and socially responsible farming, farmers will respond with honesty. By moving from a ‘mission mode’ to a ‘market mode’ – focusing on trust, transparency, and clear communication – we can make natural farming scalable, inclusive, and sustainable. The future of natural farming depends on the marketplace and consumers who choose to care.