Organic Wheat & Pulses: Why Indian Consumers Are Choosing Chemical-Free Food

The demand for organic wheat and pulses in the Indian market is witnessing steady and rapid growth. Consumer preferences, particularly in urban and semi-urban areas, are increasingly shifting towards chemical-free, traceable, and sustainably grown food products. Growing health awareness, rising household incomes, and increasing trust in certified organic supply chains are further strengthening this demand.
Against this backdrop, National Cooperative Organics Limited (NCOL), through its Bharat Organics brand, is playing a crucial role in supporting farmers engaged in organic wheat and tur dal (pigeon pea/arhar) cultivation. The initiative ensures better price realization, assured procurement, lower input costs, strong certification support, and access to nationwide markets. NCOL has rolled out several targeted measures to directly benefit organic farmers, as outlined below:

1. Direct Procurement by Bharat Organics:

Organic wheat and pulses are procured directly from certified farmers, ensuring:

1. Transparent and fair pricing
2. Timely payments
3. Reduced post-harvest losses
4. Elimination of middlemen exploitation

2. MSP-Plus Pricing:

Through direct procurement without intermediaries, farmers receive premium prices above the conventional Minimum Support Price (MSP). This approach ensures higher and more stable incomes for organic growers.

3. Assured Market Linkages:

By leveraging modern retail channels, government outlets, e-commerce platforms, and institutional buyers, NCOL is expanding market access. This enables large-scale and consistent procurement of organic wheat and pulses.

4. Cluster-Based Organic Farming Model:

NCOL supports Farmer Producer Organisations (FPOs) and cooperative societies in adopting certified organic practices. This cluster-based approach helps reduce per-acre input costs while improving soil health and long-term farm sustainability.

5. Certification and Traceability Support:

Farmers are provided assistance for NPOP certification, quality testing, and digital traceability systems. This reduces the financial burden of compliance, enhances market acceptance, and improves export potential.

6. Brand-Led Value Addition:

Under the Bharat Organics label, products are cleaned, processed, packaged, and marketed through D2C channels, e-commerce platforms, and retail networks. This cooperative-led value addition ensures higher returns for farmers.

7. Training and Capacity Building:

Farmers receive training in organic farming techniques, soil regeneration, pest management, and residue-free cultivation practices. These efforts enhance long-term productivity and reduce dependency on chemical inputs.