The logo has been introduced by the Food Safety and Standards Authority of India (FSSAI).
Over the past decade, consumers have grown even more aware of the extensive use of chemicals and fertilisers that are used to grow and manufacture food products. As a result, they have resorted to finding healthier means of living; thus creating a market for organic food products.
It is hard to understate how much consumers are moving towards organic food, with the growing emphasis on staying healthy and maintaining a healthy lifestyle.
As per a recent report by TechSci Research, a consulting firm which also provides market research, the Indian organic food market is expected to grow at a compound annual growth rate (CAGR) of 25% in the period between 2016-2021.
Besides greater private sector involvement in the organic food market, the government is also at pains to extensively promote the adoption of organic food through various policies.
With organic foods flooding the markets, consumers are worried about the authenticity of these products. In response to their concerns, the Food Safety and Standards Authority of India (FSSAI) has reportedly introduced the Jaivik Bharat logo to help consumers identify genuine organic food products, reported Mid-Day.
Just as green and red dots are used to make a clear distinction between vegetarian and non-vegetarian food, for organic food, the new logo will have circle, leaf and a tick mark, to help consumers identify these products.
“The circle represents global holistic wellness, the leaf represents nature, and the tick mark denotes the product as FSSAI certified,” said an FSSAI official to Mid-Day.
No dealer is allowed to sell organic products without first obtaining this logo. Anyone found violating this rule could have their licence and registration scrapped.
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“We already have two bodies, Organic Production (NPOP) and Participatory Guarantee System for India (PGS-India), which provide a certificate to producers and dealers. The logo, however, will help customers identify organic products without any hassle,” said VK Panchal, deputy director of FSSAI, to the news daily. If a company/dealer is found selling organic foods without the logo, consumers can directly approach the FSSAI and register their complaint.