As we know, hemp is another name for Cannabis sativa, and marijuana too comes from the same plant species. However, the difference is about the THC content or tetrahydrocannabinol content. Hemp has less content of THC than marijuana. And it is THC that is responsible for intoxication. Thus hemp does not get you ‘high’.

The Food Safetyand Standards Authority of India (FSSAI) has declared in November, 2021 hemp (seed, oil and flour) as food or an ingredient in a food and these can be sold subject to conforming standards.

The plant has multiple uses as industrial product or as medicinal product. It is used in textiles, shoes, paper, plastics and biofuel industries.

The component CBD or cannabidiol makes the plant suitable for pain alleviation, in anxiety attacks and neurological conditions.

Marketers have to demystify the plant and educate the users about the correct position. Hemp is versatile and can be the basis for several thousand products. It is an intrinsic part of Indian culture too. In digital marketing, the social media has barred the advertising of cannabits products. These products could be promoted through influencers who can educate the followers. There should be content marketing, PR-events, exhibitions and sampling.

There is slow but steady acceptance of these products. There are repeat purchases. There should be attempts to tap new users. The beneficiaries of these products are the biggest influencers.