ARCHIVED MEDIA RELEASE
9 March 2007
The flavour of Australia now in India
Indian consumers will soon get to sample a taste of Australia with a range of quality food products that will be available soon in Bangalore supermarkets.
A group of leading Australian food producers has linked with India-based distributor AB Mauri to sell their products under an initiative of Australian Government's National Food Industry Strategy (NFIS) and Austrade, and supported by various Australian and state government agencies.
It is part of an ongoing project to gain greater access in India for Australian products and identify opportunities for the long-term growth of the food industries in both countries.
In launching the program in India, the Australian High Commissioner to India, Mr John McCarthy said that “Bangalore had been chosen as the early focus of the Australian effort as it was at the forefront of a recent shift towards modern food retailing through supermarkets”
“The feedback we have been receiving is that Indian importers and retailers have been impressed by the quality of Australia’s grocery-style products and we want to build on our reputation,” Mr McCarthy said.
Mr McCarthy said it was also hoped the program would lead to collaboration on other food projects: “For example, improving product and food processing efficiencies is an issue in India and there may be ways we can support efforts to improve preservation and packaging, and cold chain management.”
About 25 supermarkets are taking part in the program, which will include in-store promotions to inform consumers about the various products that range from pastas, cake mixes and sauces to tinned vegetables, snack bars and fruit conserves.
NFIS Ltd managing director Dr Susan Nelle said India’s rapidly expanding middle class presented an exciting opportunity for Australian and Indian food companies.
“There’s a growing trend for Indian consumers to try Western-style foods and Australia has a strong international reputation for clean, green products of the highest quality,” she said.
“We will be working with local retailers to establish a demand for Australian products and in the longer term hope to explore strategic alliances with Indian companies in areas such as custom-made products and using local production facilities. The initial promotion will last for six months and involves several local retailers, including Foodworld, Monday to Sunday, Nilgiris and Nhamdaris”.
According to Susan Nelle, “Supermarkets present the perfect opportunity for Australia to introduce some of our foods to the Indian people.
Through our partners AB Mauri, we will be working with retailers to demonstrate that we have something unique to offer and that we are there for the long term.”
Several well-known Australian brands are involved in the program including Uncle Tobys, SPC, Edgell, Tandaco, Green’s, Nanda, CTC Food, Fountain, San Remo, Cottee’s and Meadow Lea.
Some of the producers are already exporting to India but this is the first time they have combined to promote their products under the Food Brand Australia banner.
The Australian team expects the food initiative will be joined by other producers. A web-based toolkit – Eight steps to India – has been developed to support companies that are interested.
Contact: Austrade, Australian High Commission New Delhi
Tel: +91-11-4139-9900