India, June 11 -- Instamart, one of India's top quick commerce platforms, today announced a strategic partnership with Bharat Organics, a farmer-led cooperative brand, to make certified, high quality organic food products widely accessible and affordable for the consumers on Instamart platform. The collaboration with National Cooperative Organic Limited (NCOL) aims to bridge the gap between cooperative organic producers and digital consumers. It is a significant step towards leveraging the produce of traditional cooperative enterprises to cater to modern consumer needs.
This initiative also aligns with the Government of India's broader vision under White Revolution 2.0, which emphasizes strengthening the agri-cooperative ecosystem through sustainable practices, market access, and digital enablement. By connecting traditional farmer cooperatives to tech-enabled platforms like Instamart, the partnership underscores the role of cooperatives in shaping a healthier, more resilient India.
Through this alliance, 21 organic products, including pulses, spices, cereals and sweeteners like tur dal, dal, masoor dal, rajma, kabuli chana, brown chana, basmati rice, whole wheat atta, gram flour, jaggery powder, sugar, whole spices (coriander, fenugreek), ground spices (turmeric powder, coriander powder), spice mixes, organic oils, honey, whole leaf green tea, whole leaf herbal tea, and ashtavinayak desi ghee, will now be available on Instamart's platform in key metros and tier-1 cities. These products, grown by certified organic farmers under the National Cooperative Organic Limited (NCOL), are tested for over 245 pesticide residues. Each pack includes a QR code linking to real-time test reports, allowing consumers to verify the purity and authenticity of what they are buying, a first-of-its-kind transparency initiative in India's grocery segment.
Bharat Organics' pricing strategy has also been designed to democratize access to clean food. With tur dal starting at Rs.240/kg (compared to the market average of Rs.290-Rs.300), and organic atta available at similarly reduced prices, Instamart users can now make healthier food choices without paying a premium.
Speaking on the collaboration, Amitesh Jha, chief executive officer, Instamart, said, "At Swiggy, our focus has always been on delivering value, convenience, and quality to our consumers. This partnership with Bharat Organics helps us take a significant step toward promoting healthier living by making a wide range of organic product options Bharat Organics easily available to the customers of Instamart. It also aligns with our broader goal of supporting the growth of local communities through technology. In addition to this, this collaboration is beneficial for India's organic farmers, by enabling greater market access.
The partnership also responds to the growing demand from health-conscious urban households for certified organic and traceable products. As consumers increasingly turn to platforms like Instamart for cleaner, more trustworthy grocery options, Bharat Organics' range offers them a compelling combination of affordability, purity, and digital convenience.
Speaking on the partnership, Shri Ashish Kumar Bhutani, secretary, Ministry of Cooperation, said, "At NCOL, we've always believed that organic food should be honest, affordable, and directly benefit the farmers who grow it. With Bharat Organics, we're offering a range of clean, lab-tested organic staples that are not only accessible to consumers but also ensure fair returns for farming communities. The launch on Swiggy Instamart is a meaningful step forward - bridging our agricultural roots with today's digital consumer landscape. We deeply appreciate Swiggy's commitment to empowering farmer cooperatives like ours and making space for genuine, traceable organic products on a trusted platform. This partnership brings much-needed transparency to food sourcing while keeping farmers at the heart of the value chain and allowing them to directly share in the value they help create".
Vipul Mittal, managing director, NCOL added, "This partnership with Instamart is a proud moment for our cooperative and for thousands of organic farmers across the country. It bridges a crucial last-mile gap, taking our rigorously tested, fairly priced products to digital-first consumers across India. Swiggy Instamart's reach, reliability, and consumer trust make it an ideal platform to bring Bharat Organics into the homes of a new generation of mindful buyers. Through Swiggy's platform, we're not only delivering food but also building trust, transparency, and empowerment into the grocery-buying experience."
A key highlight of the Bharat Organics model is its farmer-first philosophy. Around 50% of all profits from product sales are directly shared with member farmers, ensuring fair compensation and encouraging long-term sustainable agriculture. With a state-of-the-art packaging unit in Noida and an existing presence in over 10,000 offline retail outlets across Delhi-NCR, the partnership with Instamart adds a strong digital layer to Bharat Organics' reach.
With a robust distribution network already in place, including availability across 300+ Safal outlets and nearly 10,000 general trade stores in Delhi-NCR through its tie-up with Mother Dairy, Bharat Organics is now expanding its reach to digital-first households through this new partnership with Instamart. This initiative marks a meaningful convergence of India's digital economy with its agricultural backbone - enabling healthier food choices and more resilient farming communities.
Published by HT Digital Content Services with permission from FoodTechBiz.