Revitalization of Rivers in India Draft Policy - Isha Guru Jaggi Vasudev

Revitalization of Rivers In India
Draft Policy Recommendation
entity, will be capable of raising capital to invest in ventures that
can engage in production of value added products and bargain for
better price realization.
• There is another large opportunity to leverage the FPO infrastructure
to create a unified ‘brand’. There are many potential benefits of
building a unified national organic brand:
• Building a brand could be an important way of enhancing price
realization for farmers, and ensuring price stability. Creating a brand
is a particularly relevant idea in the context of organic produce –
because the brand could, over a period of time, come to provide the
consumers an assurance in relation to the truly organic nature of the
produce.
• The organic produce market in the country is in an early stage of
development, so this would be a good time to create such a brand
with a relatively good early mover advantage.
• A unified national organic brand would be a relatively cost-effective
way of directing marketing expenditure to build a stable consumer
franchise.
• A brand would also allow for an easier upgradation to more valueadded
products in relation to the food-processing industry.
• Lastly, it is quite possible that one would have to develop
export markets for the organic produce – given that the organic
consumption trends in the more developed parts of the world are
well ahead of the trends in India. Again a brand would be vital to tap
into these export markets.
• Finally the government has a wonderful precedent with NDDB milk
federations and the creation of the Amul brand. Learnings can be
taken from here and suitably contextualized and evolved.
• As part of developing the market for organic fruits, the government
would have to take purposive steps to encourage the building up of
a food processing industry and a cold chain in close proximity to the
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