An organic way of life

With over 300 women entrepreneurs, an organic festival in the city aims to empower women by increasing their revenue base, as well as educate consumers about benefits.

As the fast-paced life of the  city takes over our lives, many people have woken up to the damage easily available, mass grown food products can have on our health and living. From artificially sweetened fruits to pesticide-laden vegetables, health conscious Mumbaikars are fast moving towards organic food products, hoping to consume only chemical-free foodstuff.

And as we inch towards living life in a natural way with food, the city is hosting its very first organic festival. And while the pure-grown food is a draw enough, the highlight of the festival is its all-female entrepreneur line up. Established in 2015, Women of India Organic Festival is organised by the Union ministry of women & child development, giving an impetus to businesswomen and cultivators in the organic field.

“The Women of India Organic Festival celebrates and promotes women farmers and entrepreneurs in the organic field from across India. We aim to give a sparring boost to women empowerment even in the remotest parts of the country,” explains Pankaja Munde, minister of women and child welfare.

And after successful editions in Delhi, the ministry finally brought the festival to an eager audience in Mumbai. Over 300 women entrepreneurs have set up 150 stalls for the city patrons. Interestingly, Juhi Chawla, who is the brand ambassador for the ministry, wrote to them, showing keen interest in hosting this festival in Mumbai.

The entrepreneurs, who have set up stalls in Mumbai, have brought with them varied organic products ranging from food, spices, wellness, personal care, home improvement, kitchen compositors and solar products.

Participating in the third edition of the festival, Rajani Kaushal from Himachal Pradesh, is enthralled with the response. “My product, fish dry fruit, is selling well. This wasn’t something I expected from people in Mumbai,” says a pleasantly surprised Ranjani. “I sell out about 40-50 packets a day. People seem to have really liked my produce.”

The theme this year is ‘Good for Women; Good for India; Good for You,’ and true to the word, the organisers also aim to provide a platform to millions of women and farmers to learn more scientific information and clear their doubts, with regard to produce.

Jyoti Kumar of Asha Griha Udyog, who is selling organic pickles, is surprised how people in the city are drawn towards these products. “As we couldn’t make many changes to dry snacks, we took to farming two years back,” Jyoti explains how she and other women around her got started. “And we used that produce in manufacturing pickles. Hence, the idea of making organic pickle.”

There are women participants from 29 states in the current edition including many from Maharashtra, Gujarat, Sikkim, Tamil Nadu, Karnataka, Kerala, Odisha, Delhi, NCR, Madhya Pradesh, Nagaland, Mizoram, Meghalaya and Manipur, among others places.

With her stock being cleared in just three days, entrepreneur Bharti Patel from Kusumvati Sanstha feels motivated for her next step. “I am selling organic banana chips, which have been a hit with the people here. That makes me happy to know how well my product is received,” she says.

Currently in its last leg, the organisers of the festival say that patrons have been walking out of the venue with bags full of exotic products. And why not? The produce on offer is not just free of chemical fertilisers, pesticides and preservatives, it also has far more vitamins, minerals and nutrients than the ones that come sprayed.

And it’s not just the food, there’s organic clothing available too. “I am selling cotton clothing which has been produced using only organic cotton. It is hand spun, hand woven and only vegetable dying printing is used for designs,” says Medha, who hails from Gujarat and looks forward to coming to Mumbai again the next time.

It’s not surprising that with the Mumbai instalment in the city being a hit, the organisers of the Woman of India Organic Festival are likely to choose the city to host the festival in coming years too.