인도 농부들이 현금 작물로 선인장(prickly pear cactus)을 재배하고 있다.

What happened: Indian farmers, traditionally growing crops like tomatoes and peanuts, are increasingly adopting the prickly pear cactus as a cash crop. This shift began around 2010 when traders started sourcing the cactus from farms like Masapalli Venkatesh's in Kandukur. Ashoka Shivareddy, a farmer from drought-prone Kolar, also switched to cactus farming due to water scarcity and low yields from traditional crops.

Market impact: The cactus farming trend is driving a new drinks industry in India, dubbed 'blue gold'. Companies like Parle Agro and Dabur are launching cactus-based products, expanding their portfolios and tapping into growing consumer demand for innovative, locally-sourced beverages. This shift is benefiting farmers like Venkatesh and Shivareddy, who are seeing increased income and stability.

What to watch next: Monitor the upcoming launches and sales performance of cactus-based beverages by major FMCG companies. Additionally, track the 2022 monsoon season's rainfall, as it will impact the adoption of cactus farming and the availability of traditional crops, affecting the supply chain dynamics in the sector.