10. Indicators

Overall objective: By 2007 there are enhanced market opportunities for Indian organic products on the domestic and international market.

• The trade volume of the Indian organic market exhibits a twofold increase on international level between 2005 and 2007; on the domestic level it reaches a volume of INR 500 million (in rupees of 2004) within the project period.
• Availability of organic products in at least one outlet in major cities (Delhi, Mumbai, Bangalore, Madras); at least three retail chains offering a range of organic products by 2007.
• 5 per cent of middle class consumers in the sales channels of pilot projects do claim in a survey to already have bought certified organic products.

A. Level of name recognition and trustability of Indian organic products has significantly increased among public and international traders according to surveys.

• Indian Organic products are known and recognised on the international market (survey at Biofach 2007).
• Min. 10% supported degree of familiarity on what is “certified organic” among middle class consumers in the sales channels where pilot projects are launched.
• A communication strategy paper is available by November 2005. Min. 50% of the stakeholders regularly and successfully use the key messages and information material in their promotion.
• All relevant events under this project have been followed up with press releases and have been covered by national or regional media (press review to be compiled by ICCOA).
• The Indian Organic Guarantee System is widely recognized and used on the domestic market.

B. Transaction costs related to provision of information about the organic market are considerably reduced thanks to the provision of up-to-date information and services relevant for successful international and domestic market development.

• A business directory is operational from May 2005 onwards, covering min. 90% of the relevant stakeholders in organic agriculture. The directory is used intensively (No. of web hits) and is up-dated at least annually.
• A majority of the stakeholders consider the established directory, internet platform and services provided by ICCOA as useful for market development (annual surveys among users).
• ICCOA is capable of independently carrying out market research and providing services to develop the organic agriculture sector. At least five contracts for projects or services are completed by the end of 2007 with private business and/or Indian Government Agencies.

C. The number of projects successfully marketing organic products in the domestic and international market has increased.

• Min. 10 farmer organisations have been linked to domestic or international markets with the help of this project.
• Six pilot projects have managed to increase their sales by at least 25% in two years.
• At least 50% of the participants of capacity building are competent to develop an organic value-added chain and to formulate their own projects in OA. At least 20% of the participants are engaged in such activities one year after completing their training.
• Concept papers and handbooks are known to 80% of stakeholders in OA and are actively applied by 50%.

D. The harmonization process for input approval is institutionalised among concerned agencies (certification bodies, Govt.).

• At least three certifiers (among them INDOCERT and IMO Control (India)) do co-operate in input approval and mutually accept the input certificates.