Several online grocery retailers are catering to India's growing demand for organic food and other pesticide-free products. About 30% of consumers in 10 cities prefer organic products, and 20% say they would pay more for them, according to a survey by Morarka Rural Research Foundation. "Online groceries are helping to expand customer base and target young couples or those with young children," said Mukesh Gupta, director of operations at Morarka Organic Foods.

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