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India: The Time is Now

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India has shifted from a future consideration to an opportunity ready to seize. Decades of growth project that by 2030, the Asian giant—which recently surpassed China as the world’s most populous country—is expected to soon overtake Japan and Germany to become the world’s third-largest economy. In the recent national elections, the ruling BJP party emphasized a vision of reaching a “$10 trillion economy” by the end of the decade. Notably, India’s market is young: 45% of consumers belong to Generation Z, who are working and shopping in one of the largest digital economies in the world, trailing only the United States and China.

India’s urban youth are beginning to explore the flavors, quality, and health benefits of imported fruits. Confronted by stressors like fast food, pollution, and high-sugar diets, many are turning to natural products to support healthier lifestyles.

For Chile, this trend has brought renewed interest in its fruits. Last year, Chilean cherries reached India by ocean freight in a record 36 days. Meanwhile, tariff reductions on fresh, frozen, and dried blueberries and cranberries from 30% to 10% have recently created opportunities. This builds on Chile’s growing volumes of walnuts, apples, and kiwis exported to India, supported by powerful on-the-ground marketing campaigns.

The U.S. has also experienced success with products like California almonds—for which India is a major export market—and Washington apples, which recently returned to the Indian market after a 20% retaliatory tariff was lifted. 

While Chile, the U.S., and other exporting countries capitalize on opportunities in India, competition from other markets remains strong. Australia’s Economic Cooperation and Trade Agreement (ECTA) with India, signed in 2023, has eliminated tariffs on many products and opened the door to new items, such as avocados, which will now be marketed as a “premium” fruit. The recent decision to reduce tariffs on U.S. apples, blueberries, and cranberries adds direct competition, and South Africa is negotiating expanded market access, challenging South American blueberries with a direct shipping route unaffected by Red Sea logistical issues.

As India’s market opens up, increasingly health-conscious consumers are considering investing in premium fruit. For example, more affordable apples have been sourced from Turkey, Iran, and Poland, but with tariffs removed, premium U.S. Washington apples now compete in this price range with apples from Chile, South Africa, and New Zealand. Similarly, while avocados from Tanzania have gained popularity at lower prices, Australian avocados entering the market will elevate the fruit to a “premium” product.

In a recent conversation with a Gen Z consumer at a Mumbai supermarket, I gained insight into the challenges premium exporters face. Looking at a shelf with Turkish Red Delicious apples next to Washington apples from the U.S., the consumer noted, “I see two apples that look the same, but the price is very different. If this were clothing, whiskey, or drinks, I might understand the difference, but here, I simply don’t know what makes one better.”

This perspective captures a core dynamic in the market: imported fruits are becoming more visible, but their branding or origin story is often unclear. With the exception of Zespri’s promotion for its SunGold kiwifruit variety and Chile’s recent “Cherry-sh Every Moment” campaign, there is a lack of consistent communication differentiating the origin or qualities of fruits for India’s curious and motivated consumers.

The opportunity now is to establish recognition and trust early on, giving brands a significant advantage with new Indian Gen Z consumers. This represents a considerable chance for exporters from Chile, the U.S., and other regions to shape India’s next-generation market for high-quality imported fruit.

From Sugar to Health

As part of India’s rapid development, there have been profound shifts in the traditional diet. Most notably, fast food and sugar-laden sodas have seen a rapid rise. A concerning national statistic reveals that more than 200 million Indians are either pre-diabetic or diabetic.

The issue of sugar consumption gained widespread attention when Virat Kohli, the cricket superstar often likened to the “Messi of cricket,” ended his endorsement contract with Pepsi over health concerns linked to soda consumption. Kohli’s decision sent a strong message, especially to Generation Z, making him a role model for health-conscious choices.

At the same time, India has experienced a strong return to natural ingredients and foods. Ayurveda, India’s traditional medicine practice, has seen a resurgence, influencing wellness and skincare products. Hindustan Unilever, for instance, has invested significantly in Lever Ayush, a line of everyday products that harness the benefits of traditional roots and ingredients.

India has also witnessed the rise of a new generation of “mompreneurs” who create natural, sugar-free children’s foods based on traditional formulations. Slurrp Farm, for example, was founded by two urban mothers and features products made with traditional grains and nuts, such as ragi and moong dal.

The pandemic intensified the trend toward high-quality natural foods. During this time, social media posts focused on incorporating immune-boosting fruits into homemade snacks, drinks, and desserts. This shift has helped make blueberries, cherries, and avocados staples in urban India. These can now be seen in creative street food offerings such as avocado masala toast and sandwiches, as well as grab-and-go drinks, including “avocado seetha” and “avocado malba” smoothies.

How Can Exporters Increase Market Share?

One of the main challenges for exporters from the Americas is the lack of awareness in India about these origins, especially compared to competing countries. Despite the geographic distance, Indians are very familiar with Australia and New Zealand, largely due to cricket, which is practically a religion in India. The three countries regularly compete in international tournaments, with India experiencing a devastating loss to Australia in last year’s World Cup final at home. Cricket’s influence is amplified by the Indian Premier League, which features top players and is broadcast in prime time across the country.

As a testament to this cultural connection, Australian avocados and New Zealand’s Rockit apples have leveraged famous cricketers to launch their brands in India. Australia and New Zealand are also popular travel destinations for wealthy Indians, and their scenic landscapes frequently appear in Bollywood films.

So, beyond convincing a Bollywood production company to shoot a film in the Andes, what can we do to create a brand connection with Indian consumers? Drawing from the activities of Cherries from Chile to increase awareness, it’s crucial to expand this message, associating geography and products with quality and authenticity.

Indian consumers are very aware of the close relationship between the environment and product quality. In a country where flavors are deeply tied to regions, locals naturally associate geographic areas with distinct tastes and ingredients. For instance, the Punjab plains are celebrated as a source of quality ingredients, thanks to their fertile soil and two growing seasons.

If we consider the products that the U.S. exports to India, Washington apples and California almonds both bring unique regional qualities that resonate with premium value. Washington apples connect Indian consumers to the rich landscapes of the Pacific Northwest, renowned for its pristine environment, diverse microclimates, and ideal growing conditions. California almonds, in turn, evoke the sun-drenched orchards and rigorous agricultural standards of California’s Central Valley, a region famous for producing some of the world’s highest-quality almonds. Chile, meanwhile, has the Andes—a unique geographic feature that creates some of the world’s best growing conditions and microclimates. For Indian consumers exploring premium options, the concept of “escape” is key, providing a way to connect with purity and quality far removed from the stresses of daily urban life.

Positioning these regions as sources of quality and distinction creates a compelling narrative for both Washington apples and California almonds. Emphasizing the unique natural ecosystems of the Pacific Northwest and California, where fertile river valleys and mountain ranges provide a powerful reason-to-believe for middle-class families focused on accessing the highest quality globally. This approach helps Indian consumers recognize these products by their distinct origins and the consistent quality they represent, fostering familiarity and trust in both American brands.

A strategy showcasing the region’s privileged ecosystems could unite the industry, presenting different products associated with various environmental attributes. For example, walnuts could reflect the richness of alluvial soil, while cherries might be linked to pure water sources.

As e-commerce booms in India, investing in traceability is essential, not only for logistics but also for branding. During my work in New Zealand, I advised a Merino wool clothing brand on using barcodes (BAA codes) that allowed global consumers to know which sheep “contributed” to each garment. A similar approach would be highly effective for fruit in India.

To achieve a first-mover advantage in this critical moment, a media strategy is crucial. While companies have often invested in Bollywood or cricket celebrities, these endorsements haven’t always built a natural connection to their brands. For fruit exports, travel influencers in India are our natural allies. 

For example, Savi and Vid, two travel influencers who go by the social media account name of Bruised Passports, introduce Indian audiences to unique destinations worldwide, a perfect way to build awareness of the natural conditions that make our exports exceptional.

As India enters a pivotal phase, where consumers and the market move toward “premiumization,” establishing brand value and differentiation is essential. With the majority of Indian consumers being Generation Z, this brand awareness will underpin growth for decades to come. However, the need to act now, before the market becomes saturated, calls for industry-wide or even national-level collaboration.

The time is now—this is the moment for fresh produce exporters from the Americas to stand out from the crowd, with the beautiful landscapes lending their strength to the cause. 

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