Vol. 7, Issue 12, Part C (2025)

The study aims to analyze consumer insights and buying preferences for Amul’s organic food grains in Raipur City. Organic food consumption is gaining importance in India due to rising health consciousness, yet its adoption in Tier-II cities remains limited. The study collected data from 390 respondents across three key localities of Raipur (Samta Colony, Shankar Nagar, and Avanti Vihar) through a structured questionnaire. Results reveal that the majority of consumers fall in the 36-50 years (36.41%) and 51+ years (33.33%) age groups, highlighting strong demand among middle-aged and senior populations. Males (66.67%) dominate purchase decisions, but homemakers (23.08%) and business-class consumers (24.62%) also show active participation. Product preferences highlight grains & cereals (41.60%) and pulses (26.37%) as dominant categories, while oils (12.5%) remain niche. Weekly purchase frequency (43.59%) suggests that organic food is becoming a regular part of consumption. Retail Supermarts (37.78%) and provisional stores (30%) emerged as major purchase sources, though online platforms (21.11%) show increasing relevance. Despite the trusted Amul brand, awareness levels remain moderate. The findings stress the need for awareness campaigns, better retail availability, and competitive pricing to accelerate consumer adoption.