Kiwifruit from Chile taps into Potential Growth Opportunities in the Indian Market

 

by Shrutee K/DNS

New Delhi, India, 11^th July 2018: The Chilean fruit industry along with the collaboration of the Embassy of Chile and the Nation’s commercial trade office – ProChile, has announced plans to support the growth of Chilean Kiwifruit exports to the Indian fresh fruits market. Chile will be launching their first strategic promotional effort to increase trade and consumer awareness about the excellent quality of Chilean Kiwifruit and tap in to the market opportunities created by the rapid growth of kiwifruit consumption in India.

For this, the Chilean Fruit Exporters Association (ASOEX), the Chilean Kiwifruit Committee with the important support and financing of the Ministry of Agriculture of Chile, through the Fund for the Promotion of Agroforestry Exports, administered by ProChile will structure a comprehensive promotional campaign in India this season. The campaign is also being supported by three leading fresh produce importing companies from India - Aayush Impex, IG International and NGK Trading.

According to the World’s Top Exports report 2018, Chile was one of the top 5 countries in the world with $188 million kiwifruit exports in 2017. India imported 5,309 MT of Chilean kiwifruit in the 2017-2018 season, i.e. 59% more than in the previous season, Chile has 50% advantage in tariffs compared to other countries that export this fruit to India. The Indian Government accorded this to Chilean kiwifruit in 2017 under a bilateral agreement.

Carolina Vasquez, Commercial Director of ProChile in India, stated that “The Indian market holds great importance for Chilean kiwifruit due to the rising demand in the country. Through this campaign, our aim will be to promote our kiwifruit and also raise awareness about Chile as a unique supplier of an array of food products such as berries, nuts and seafood as well as creating a greater understanding of the benefits of the preferential trade agreement signed between Chile and India”.

On the occasion, Charif Christian Carvajal, the Marketing Director for Asia of the CHILEAN FRUIT EXPORTERS ASSOCIATION (ASOEX) said: "This is the first time that the Chilean fruit industry will undertake promotional campaign in the India market. This campaign includes the participation and financing of producers and exporters of Chilean kiwifruit that export to this market, the support of the Chilean Government through ProChile and the Ministry of Agriculture, and, for the first time, the promotional efforts will include economic contributions from the major importers and distributors of kiwifruit in the Indian market. Thus, we can affirm that this is an effort from all the actors of the supply chain and which demonstrates the commitment that our industry has to the Indian market."

Over the years, India has emerged as one of the fastest growing markets for Kiwifruit. This is primarily due to the Indian fruit market’s demand for exotic fruits that has seen an upward trend because of a prospering urban class, an enhanced exposure to the cultures of different countries, and a rising demography of health-conscious people.

To implement the promotion campaign the industry selected SS Associates, a Gurgaon based food marketing consultancy firm. Sumit Saran, the Director of SS Associates, said: "Our company is proud to have this opportunity to launch the promotional campaign of the Chilean kiwifruit in India. We believe that we will reach the most demanding consumers with specific promotions, through actions in the retail market and various media. We will have a positive impact in increasing the penetration and knowledge of Chile's kiwi exports."

This event was also graced by Master Chef Sanjeev Kapoor and Celebrity Nutritionist Kavita Devgan. Chef Sanjeev Kapoor explained culinary usage of Kiwifruit and how it can be a part of our daily diet. Celebrity nutritionist Kavita Devgan explained the extra ordinary benefits of Kiwifruit and its role in building immunity against some of the major illnesses. With the launch and promotion of Chile Kiwifruit in India, Chile is hopeful that this step will represent an important contribution towards strengthening the country’s image amongst importers, distributors, retailers and end consumers.