Growing with organics: A behavioral study on Amul’s organic grain segment in Raipur, India

Introduction

Amul, short for Anand Milk Union Limited, is one of India's most trusted and iconic dairy brands, established in 1946 in Anand, Gujarat, as a response to the exploitation of milk producers by private traders. Its cooperative structure, supported by leaders such as Sardar Vallabhbhai Patel and Dr. Verghese Kurien, laid the foundation for India's White Revolution, making the country the world's largest milk producer (Kurien, 2005; Jha & Gupta, 2020). The Gujarat Cooperative Milk Marketing Federation (GCMMF), formed in 1973, manages the Amul brand and represents over 3.6 million producers, integrating village-level societies, district unions, and the state federation. This three-tier model ensures democratic participation, fair remuneration, and efficient supply chain management, while positioning Amul as a leader in India's food sector (NDDB, 2020; GCMMF, 2024). With changing consumer lifestyles and growing awareness about health and sustainability, demand for organic food has increased significantly in India. Organic farming emphasizes ecofriendly production, free from chemical fertilizers and pesticides, and caters to a healthconscious urban population (IFOAM, 2005; FAO, 2021). In response, Amul entered the organic food market in 2022 with products like wheat flour, rice, pulses, and spices. However, in Tier-II cities such as Raipur, awareness, accessibility, and adoption of organic food products remain at a developing stage. Thus, it becomes essential to analyze consumer preferences, brand perception, and market potential of Amul's organic food grains to guide marketing strategies and strengthen its position in the competitive organic sector.

A total of 390 respondents were surveyed using a structured questionnaire, which included both closed and open-ended questions. Respondents were selected using random sampling to ensure representation across age, gender, and occupation groups. Primary data was collected directly from consumers through face-to-face interviews and field surveys, while secondary data was sourced from journals, reports, websites, and government publications. For analysis, data was compiled and processed using percentage method, SWOT Analysis and Likert scale scoring. In summary, the findings suggest that the market for organic food grains is heavily concentrated among adults aged 36 and above, with strong potential in the senior and middleaged demographic. Table no. 2 indicated that out of a total of 390 respondents, 260 were male (66.67%) and 130 were female (33.33%), indicating a higher participation from males. This notable difference suggests that men are more actively involved in decisions related to the purchase of organic food products in the surveyed locations. However, the substantial share of female respondents also highlights their growing involvement and awareness regarding organic consumption. This gender distribution underlines the importance for Amul to design inclusive marketing strategies that cater to both male and female consumers effectively. Males dominate purchase decisions (66.67%), but females also play an important role (33.33%). Based on the chart and table titled "Type of Organic Food Purchased by Respondents (N = 390)", it is observed that a significant portion of respondents (41.60%) purchase Grains & Cereals such as rice, wheat, and poha, indicating that these basic staples form the core of organic food consumption. Pulses are the second most purchased category (26.37%), highlighting a growing consumer interest in protein-rich organic alternatives. A moderate degree of diversification is also visible in purchasing behavior, with 19.53% of respondents opting for other organic items such as spices and tea. Meanwhile, 12.50% of respondents purchased organic oil, suggesting that this category is still developing and may require enhanced promotion and wider availability. Though sweeteners like jaggery and honey were mentioned separately in earlier versions, their exclusion in this final table indicates they may have been merged under the "others" category or omitted due to minimal response. It is important to note that this was a multiple-response question, which allowed respondents to select more than one product category. Hence, the cumulative percentage exceeds 100%, offering deeper insight into multi-category organic consumption behavior. Consumers mostly prefer grains & cereals (41.60%) and pulses (26.37%). The data in Table 5 highlights the frequency of purchasing organic food grains among respondents. A large segment, 43.59%, reported purchasing on a weekly basis, indicating that organic products are becoming a regular part of their diet. Additionally, 28.97% of respondents buy organic food grains monthly, reflecting a planned or budgeted approach to consumption. Around 8.97% purchase occasionally, suggesting moderate but inconsistent interest. Only 10.77% of respondents buy daily, likely representing healthconscious or higher-income consumers who consistently prefer organic options. Meanwhile, 7.69% purchase rarely, indicating limited or trial-based use. Overall, with nearly 72.56% of respondents purchasing weekly or monthly, the findings suggest a steady and growing demand for organic food grains. This presents an opportunity for brands like Amul to tap into this segment through targeted marketing, loyalty programs, or subscription-based offerings.

Results and Discussion

Weekly purchases dominate (43.59%), followed by monthly purchases (28.97%). Among the surveyed consumers, the majority preferred purchasing Amul organic food grains from Super Marts (37.78%), followed by Provisional Stores (30.00%). Online platforms such as Amul Shop, Amazon, Bigbasket, and JioMart accounted for 21.11%, while Amul Outlets were the least preferred at 11.11%. This indicates that organized retail formats are the most favored channels for purchasing organic products, while brand-exclusive outlets have limited reach. Super marts (37.78%) are the major purchase source, followed by provisional stores (30%).

Conclusion

The study reveals that consumer preferences for Amul's organic food grains are shaped by demographic factors, health awareness, and availability. Middle-aged and senior consumers form the largest buyer group, while super marts remain the primary purchase point. Grains and cereals dominate organic purchases, showing demand for staple items. Despite these trends, awareness about Amul's organic range remains limited.

To strengthen adoption, Amul should 1. Increase visibility through retail promotions and awareness campaigns. 2. Expand product portfolio to cover more daily-use items. 3. Offer price incentives such as combo pack and discounts.

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