Back to the roots

To put it in a nutshell,organic food is exactly that – organic. There are no chemicals used while it is growing; instead it is a throwback on the original style of agriculture,with modern techniques like that of irrigation used. Since these fruits and vegetables are chemical free,they are healthier than the normal variety. And Pune is fast succumbing to its charms.

“I was the first to start selling organic produce when I started my shop around 10 years ago,” says Neeta Baqay of Nature’s Bounty,Koregaon Park. “However,before starting,I did a bit of market research and found that there were quite a lot of people who were interested in the concept.” Other sellers put the date slightly later. “Organic food really picked up in ’04,and since then has become more and more popular as awareness of the harm that chemicals can do to the human system spreads,” says Ravinder Pal of 24 Letter Mantra,Koregaon Park.

The sellers however unanimously agree that IT professionals are leading the way,making organic food more and more widespread. “The IT crowd is attracted,perhaps because of their education,and they are our biggest customers. Thanks to them,this craze is also spreading to other members of the society,” says Eknath Karale of Kitchen Garden,Kalyani Nagar. And while these crops are more expensive than normal crops,those hooked to it are willing to pay the extra money. “I might be spending more money here,but I’m saving a massive amount by avoiding a catastrophe that the chemicals will cause if I eat regular fruits and vegetable. Washing can only remove so much,” says Tulika Sen,who works in an IT company. “It’s a healthier way to eat,better than having genetically-modified veggies,” adds fitness freak Mohit Talwar.

One problem that the people do face is that of supply and demand. “We believe in 100 per cent natural crops,but many a times,we are at a disadvantage as compared to our colleagues who use stimulants. For example,thanks to this uncharacteristic heat right now,our crops are suffering,as a result of which,while the demand is very high,the supply often falls short,” says Amol Kamble of Varenyam Snehvatika,Wanowarie.

But is this a phenomenon that is restricted only to the very elite? The sellers disagree. “It is true that we generally cater to a very niche market,but the people who buy organic food are those who are very health conscious. After all,it’s a lifestyle choice,and more than anybody,I’ve seen the middle classes the most gung-ho about it,” says Pal. There are others who make this conscious choice. “Many of the foreigners at the Osho Ashram go in for organic veggies,” adds Baqay.

So is organic agriculture here to stay? “Definitely,” says Kamble. “The demand is increasing day by day,as people are becoming more and more aware of the benefits of a chemical-free diet.” Another crucial factor is that people are becoming richer. “As people have more money in their pockets,they are willing to go that extra mile to make sure that they are having a wholesome diet,” concludes Karale.