The 'magical' blue flower changing farmers' fortunes in India

In India, the butterfly pea flower, traditionally a wild plant, is becoming a source of income for farmers, particularly women, who are selling it for tea and natural dye. Increased global demand for natural colorants, driven by consumer preferences and stricter regulations on synthetic dyes, is fueling this trend. While Thailand and Indonesia have been leading producers, Indian entrepreneurs are now entering the market, encouraged by the FDA's approval of the flower as a food additive in 2021. Despite the potential, challenges remain, including a lack of market structure, government classification, and standardized pricing, creating uncertainty for farmers. Companies like THS Impex are working to improve production standards and provide support to farmers to capitalize on the growing demand.

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