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The lifestyles and food consumption patterns of India's new urban middle classes are changing rapidly. Emerging trends such as the growing popularity of fast food and convenience food and the increasing consumption of animal products, sugar and fat are causing adverse environmental, health and social e ects. In order to counter these trends, e ective strategies for promoting sustainable food consumption patterns are urgently needed. This empirical case study combines a revised update of the study "The Market for Organic Food: Consumer Attitudes and Marketing Opportunities" (Osswald and...

The Indian domestic market for organic food has been developing dynamically over the past few years. This study presents wide-ranging insights into the current state and future prospects of organic food markets in urban India, focusing principally on Mumbai, Bangalore and Hyderabad. The authors identify challenges and obstacles to growth in organic supply chains, examine best-practice examples of successful and holistic market development, and suggest sustainable, long-term models of growth for organic producers. Case studies are used throughout the book to illustrate these points. Organic...