Kiwifruit From Chile to Focus on Health Segment in India

“ONCE YOU get past the rough exterior of a kiwi fruit, on the inside is really a treasure of the gorgeous bright green colour and tangy taste with enormous health benefits,” says Chef Sanjeev Kapoor as he prepares a super healthy smoothie for all the delegates present at the launch of the Kiwifruit campaign in India.

“It is known as the powerhouse of antioxidants, vitamins, minerals, and fiber. But a healthy and hearty way to consume fruits is to snack and eat the right amount in moderation,” he explained mixing just the right amount of kiwi in each spoonful to keep the guessing game on at the podium.

 Amidst a healthy mix of nutrition and number-crunching discussion on trade and commerce, where Chef Kapoor along with nutritionist/author Kavita Devgan explained the extraordinary benefits of kiwi, the commercial trade office ProChile, in collaboration with the Chilean Fruit Exporters Association, discussed about the different Chilean agricultural products, the important trade agreements between the two nations and future growth in India.

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.

Kiwifruit is a popular delight for snacks and salads, also has an enormous amount of nutritional value and this superfood has tapped into potential growth opportunities in the Indian market in collaboration with the Embassy of Chile and commercial trade office – ProChile, to support the growth of Chilean Kiwifruit exports to the Indian fresh fruits market.

Speaking at the launch in India, Charif Christian Carvajal, Marketing Director for Asia of Chilean Fruit Exporters Association (ASOEX) said, “This is the first time that the Chilean fruit industry will undertake a 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. So, this is an effort from all the actors of the supply chain to demonstrate the commitment towards the Indian market.”

With the rapid growth of kiwifruit consumption in India, Chile is hopeful that the step will represent an important contribution towards strengthening the country’s image amongst importers, distributors, retailers and end consumers.

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 to 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 the fruit and 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.”

Sumit Saran, Director of SS Associates, who will implement the promotional campaign said, “We will reach the most demanding consumers with specific promotions, through actions in the retail market and various media; to have a positive impact in increasing the penetration and knowledge of Chile’s kiwi exports.”