Changing the choice to fruit in India

According to a study by Ashoka’s India office, many Indian women do not eat fruit regularly—only 58% of Indian women eat fruit on a weekly basis. Despite the rich micronutrient content that could go a long way to reduce nutritional deficiencies in Indian diets, this figure suggests that Indian women do not see fruit as an attractive option. What barriers exist in the system that keep fruit consumption so low among this population? Ashoka’s Baseline Study has identified four main reasons that span from market dependency to a lack of awareness about nutrition and fruit.

The first is a dependency on market prices. Ninety-seven percent of women reported buying fruit from shops or vendors, meaning they have to accept the prices that these vendors set, which are usually determined by an external market. These prices are much more expensive than grains and vegetables. At a market in Koppal, Karnataka, rice from a public distribution shop cost about Rs 3/kg while grapes cost Rs 60/kg. Vegetables, while still more expensive than rice at Rs 30/kg for a bell pepper, are even cheaper than fruits. Apples cost a much higher Rs 180/kg.

The second is that fruits are highly perishable. Many women, especially in rural areas, only go to markets once a week or less. Compared to grains, fruits are perishable. When buying food on a limited budget, women are more likely to choose food that will last the entire week or longer.

The third reason has to do with the perception that women have of fruit. Fruit is seen as a wasteful expense because one person typically eats it, while several people usually share grains and vegetables. Because fruit only feeds one person at a time, it is seen as a less efficient food than grains or other staples that feed many at once.

The final reason has to do with low levels of nutritional awareness. Many people are not aware of the health benefits that accompany the regular consumption of fruit. One possible reason that they do not see the value in purchasing fruit is because they do not realize the nutritional value that fruit has.

The Indian government has recognized this problem, and has recently submitted a plan to give fruit to children on a weekly basis through anganwadi centers. This is a small but important step to incorporate fruit into the diet from a young age.

Ashoka’s Nutrients for All Campaign is highlighting the opportunity in nutrients and nutrient rich foods. In a Nutrients for All  world, nutrients would flow from natural ecosystems to farms to people,  highlighting the potential to select crops and foods based on their nutrient value. This would empower farmers to grow healthier, more nutritious foods. Ideas like this define the nutrient economy: linking farming to food to diet to health. Improving choice in farming can affect health outcomes.