author(s)
Dr. Imrana Khan and Rajni Tuteja

abstract
Since the 1990s, as education has grown and people's perspectives on life have changed, there has been an increase in interest in organic food. Modern consumers' attitudes about nutrition have changed as a result of the increased prevalence of lifestyle disorders like stress and depression, preferring organic over conventionally cultivated food. As disposable income has increased, consumers have become more health concerned and are buying organic food in an effort to improve their quality of life. Organic food production, however, has numerous difficulties since farmers lack the tools and expertise necessary to safeguard their crops. Due to customers' scepticism of organic food's claimed high quality and farmers' lack of direct contact to consumers, demand for organic food is increasing even as supply is decreasing due to consumers' preference for conventionally cultivated food. Because they are less accessible and don't know the growers, consumers are sceptical of the advantages of organic food. Additionally, the knowledge of the food's organic component is limited among the shops that sell it. This essay explores the factors that have contributed to a change in Indian consumers' perceptions of organic food as well as the options available to organic farmers to change their perception.