Really Firstly, what is organic food In India there is no regulatory body such as the USDA that certifies food as organic. In absence of clear and widely known standards of organic food, there is little agreement on what is considered organic. More importantly, who cares
For the Indian consumer, his/ her real worries are contaminated / sewage water used for irrigation, high level of pesticides used on the crop and perhaps genetically modified crops (ever since I read about porcine genes used for making fleshy potatoesI am spooked!). The danger of bringing a foreign concept into India as is, is this: you can completely miss the real opportunity and can spend decades trying to educate a consumer rather than cater to their specific needs.
The so-called organic food industry would do well to call themselves pesticide-free or toxic-free rather than trying to force a nation to learn the meaning of organic.
For decades, the industrys insistence on using the word yoghurt instead of curd or dahi was mystifying. In the last few years, dairy brands have stumbled onto the incredible concept that consumers will be more responsive to the familiar!
But this learning does not seem to extend to the use of the word pro-biotic. What is it really Every Indian knows that curd is good for digestion and curd rice is the easiest thing to digest for babies to seniors. Would not a super dahi or a curd plus kind of nomenclature demystify this category
Category after categorywe see a rush to bring in foreign categories/ products/ brands to Indiawith barely a nod to local needs. But imported concepts do not translate into market successes and remain peripheral brands. To grow truly big in a country such as oursthe answers need to be local. McDonalds, Dominos, Lays and others have all learnt the lessons of localisation with local flavours and cuisines becoming part of the local offering.
For others, the global dictates are so strongthat local opportunities are completely lost. For eons now, Harpic has been the overwhelming market leader in the toilet cleaner category. The closest challenger Domex is a distant second. It stays true to its global positioning of germ kill.
Germs in the toilet is not an Indian worry. Keeping it clean is. Preserving the increasingly upgraded bathrooms pristine whiteness and caring for the marble and fancy ceramic fixtures is. Harpic is acid based. Domex contains bleach. One corrodes ceramic surfaces and ruins expensive fittings. The other maintains them continually. The word acid itself is full of negative connotations (think acid attacks and acid rain) and the other is a super cleaner. Nothing else. The opportunity for Domex to capitalise on its arch rivals fundamental premise is enormous. Yet, it stands for germ kill alone.
Thinking afresh is an imperative for Indian products. We were creating an Indian version of a pasta sauce for Mutti, one of Europes largest manufacturer of tomato products. While we ensured that the recipe was Indian (higher sweet, salty and sour notes, greater spice levels)we were assuming that the packaging format to be the same as it is globallya glass jar. That is, till we conducted an ethnographic study of Indian kitchens and found that everything in jarswhether pickles, ghee or jamcame out by the spoon.
There was no behaviour whatsoever of a jar being overturned for a single use. Overturning a jar gave even the most affluent housewives a sense of over-use. To truly grow the pasta sauce marketwe launched this product in pouches and market success validated the hypothesis.
Global products need to truly Indianise. Not just in terms of creating a local version of the same ads but finding a deeper relevance for the Indian consumer in terms of positioning, naming and building in cultural cues that make the products relevant to India. The market size for pesticide-free vegetables is exponentially larger than organic produce.
The author is president, DY Works. She can be reached at [email protected]