bigbasket, a TATA Enterprise, has launched an initiative that will offer organically grown fruits and vegetables, and staples at the same price as conventionally grown products. This move aims to make organic food more accessible and affordable for consumers while enhancing the livelihoods of over 30,000 farmers involved in its supply chain.
By working with over 2,000 organic fruit and vegetable farmers and 28,000 agri-commodity producers through registered Farmer Producer Organisations (FPOs), bigbasket now offers over 50 types of organically grown fruits and vegetables and more than 100 grocery staples. This collaboration is critical to the company’s expanding organic portfolio.
Over the past financial year, bigbasket’s organic category has seen steady growth, with a 15-17% month-on-month increase in sales. Organic products now account for 22% of its staples sales, while organically grown fruits and vegetables have grown by 50%, contributing 8% of total fresh produce sales.
Commenting on this pricing reform, Seshu Kumar, Chief Buying and Merchandising Officer at bigbasket, said, “The cost difference between organic and conventional products has traditionally been a major hurdle for consumers. By removing this cost disparity, we are removing a key barrier, allowing more people to enjoy the benefits of organic food. This initiative not only benefits our customers but also empowers farmers by expanding the market for their organic produce.”
This pricing shift aligns with bigbasket’s broader sustainability objectives. The company supports its farmers by implementing cutting-edge technologies like geotagging to monitor sowing and harvest schedules, as well as providing weather forecasts and strategies to manage climate-related risks. These measures ensure that farmers can consistently produce high-quality organic crops.
bigbasket has also introduced a Digital Labelling System that enhances traceability by linking every product to its respective farmer. This system tracks the journey of produce from the farm to the customer, guaranteeing transparency and the freshness of each item.
Direct partnerships with farmers and FPOs have driven significant growth, with contributions from these groups rising by over 60% year-on-year. bigbasket’s approach has expanded its supplier network, allowing more marginal farmers to connect with the company’s wide consumer base.
By bridging the price gap between organic and conventional products, bigbasket is driving a consumer shift toward healthier, more sustainable food choices. This new pricing model reflects the company’s ongoing commitment to innovation, sustainability, and the well-being of both farmers and consumers.
