The Indian market offers particularly promising opportunities for South African fresh produce exporters, provided strategic adjustments are made, said Shubha Rawal, head of sourcing at IG International Private, one of India’s largest fresh produce importers, during a panel discussion on Asian markets at the recent International Fresh Produce Association (IFPA) Southern Africa Conference in Pretoria.
By Jasper Raats, senior journalist at African Farming and Landbouweekblad
Rawal emphasised that India, with its population of more than 1.4 billion and a rapidly growing middle class, is becoming a key market for fresh produce worldwide. “The country already imports approximately 750 000 tonnes of fresh produce per year and the annual growth rate of this segment is approximately 7.5%.”
South Africa currently supplies 10% to 15% of India’s imports in key categories such as citrus, apples and pears. According to Rawal, there is room for growth although exporters require a thorough understanding of India’s unique problems and complexities.
“With 50% of our population under the age of 35, there is a strong demand for fresh, healthy produce. The Covid-19 pandemic has increased health awareness and popularised premium produce such as blueberries, avocados and seedless citrus cultivars,” she said.
Tariffs And Technical Barriers
However, it is not an easy market to enter. High customs duties on citrus and apples from South Africa (33% and 50% respectively) present a significant obstacle, especially compared with Australia, which enjoys lower tariffs thanks to a preferential trade agreement with India.
Aside from tariffs, strict phytosanitary requirements and the mandatory fumigation of certain products also have to be taken into account. “Adhering to these protocols requires careful planning and logistical precision,” Rawal warned.
The unreliability of the cold chain in parts of India – especially in summer, when temperatures reach 30°C to 35°C – means only robust and shelf-stable products will be successful.
Also read: Asian markets hold great potential for SA avocados – Westfalia
Opportunities
According to Rawal, emerging online platforms such as Zepto, Blinkit and Swiggy Instamart are creating new opportunities for the rapid distribution and sale of fresh produce. “These platforms offer delivery of fresh produce within minutes in urban areas, giving brands the opportunity to connect directly with consumers.”
But India is not uniform – each region has its own taste preferences, infrastructure issues and buying behaviour. “To be successful, exporters need to see India as a collection of sub-markets with unique cultural and economic dynamics.”
Winning Recipe
Rawal advised South African producers to focus strategically on high-demand products such as mandarins, apples and pears, and expand into blueberries and avocados. She recommended the development of brands that prioritise consistent quality, and the inclusion of local influencers – such as Bollywood stars or cricketers – in marketing campaigns.
According to her, collaboration with established Indian importers who have local market knowledge is crucial. “Visit the market yourself. Familiarise yourself with consumer behaviour, understand the distribution system and build trust.”
She encouraged South African authorities to explore opportunities for tariff reductions or preferential trade agreements with India.
According to Rawal, South African exporters can achieve great success in India, but only if they are willing to invest in research, quality control, reliable partnerships and cultural insight.
“India is no longer a dumping ground for substandard products. We are looking for reliable suppliers with consistent quality – and South Africa has the potential to meet those expectations.”
