Business performance and marketing strategies of Santosh organic: A case study in Chhattisgarh, India

Abstract

This study examines the business performance and marketing strategies of Santosh Organic, a leading organic food company in Chhattisgarh, India. Using a descriptive and analytical design, primary data from 50 respondents across three outlets and secondary data from industry reports were analyzed. Findings show Santosh Organic’s growth from a single outlet in 2013 to 500+ stores by 2023, offering 42 certified organic products. Mustard oil yielded the highest net return (₹227/liter), with an input-output ratio of 1:2.68. The company employs dual marketing channels (42% direct-to-consumer, 58% retailer/wholesaler), ensuring market reach. The study highlights the economic viability of organic farming and recommends digital marketing and supply chain optimization to enhance competitiveness.