The author has posted comments on this articleJohn Sarkar, TNN | Mar 23, 2015, 06.06AM IST NEW DELHI: You may soon be able to buy organic fruits and vegetables at the price of regular produce or even less. Ethnic lifestyle retailer Fabindia, known for its apparel and furniture, is now preparing to sell organic fruits and vegetables online. Plans are afoot to establish a supply chain that can deliver fresh produce directly from farmers to households by cutting off middlemen.

A study commissioned by Fabindia shows that by the time some items such as chilies and cauliflowers arrive at markets in Delhi, their prices go up by around 100% or more. For instance, a kilogram of carrots that a farmer sells for around Rs 27 is marked up to Rs 60 at Azadpur Sabzi Mandi and Rs 80 when it finally reaches INA Market in Delhi.

Fabindia MD William Bissell said there is a growing concern among the Indian middle-class about food contamination. "There is no control over water contamination, excessive use of herbicide and the way vegetables are processed. I have seen bananas being ripened with gas. Organic farming provides an opportunity to reduce food arbitrage by around 30% or more," he said.

In 2013, Fabindia had acquired a 40% stake in Organic India, a Lucknow-based organic food and supplements firm and the maker of Tulsi Tea.

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Fabindia plans to sell organic produce online