The Indian market could become one of the biggest growth areas for South African macadamia nuts within the next decade – provided the industry takes a coordinated approach to invest in awareness, education and marketing over the long term, says marketing professional Mansi Ahuja.

By Jasper Raats, senior journalist at African Farming and Landbouweekblad

Mansi Ahuja, the founder of Ampro Marketing, which promotes high-value imported foods in India, was a speaker at MacDay 2025. She said consumer behaviour and economic development in India were not just about sales or numbers, but also about a broader social and cultural shift. “With 1,4 billion inhabitants, India offers a huge consumer base. Even if macadamias were to reach just 1% of the population, that would equal the entire population of Australia.”

India’s economy is currently growing at around 6,5%, with a young population of which 65% are under 35, and a rapidly expanding middle class that is increasingly interested in international products – especially when there is a health benefit or message attached.

“The time is right for macadamias,” Ahuja said. “Consumers are looking for top-quality products, and health is a major purchasing motive.”

Also read: From expensive treat to superfood – How rebranding can help macadamia nuts steal market share

Lessons from the Avocado Industry

Ahuja believes the macadamia industry can learn a lot from the way avocados have penetrated the Indian market. Avocado imports have grown from virtually nothing in 2021 to about 12 000 tonnes in 2025 – driven largely by health awareness, influencer marketing and chef demonstrations. She said the same model could work for macadamias, provided there’s sustained investment in education, trade relations and cultural adaptation.

Up to five years ago, avocados were a rarity in India; today, you can find it in every café – as a smoothie, a sandwich or a dessert, she said. “Indians are incredibly adaptable. If the West eats it, we want it too.”

Macadamia nuts fit perfectly into the Indian taste profile and culture of food as gift-giving and luxury, Ahuja said. They are already used as a premium ingredient in mithai (traditional Indian sweets), and modern shops feature them in protein bars, chocolates, desserts and gift boxes. Even online platforms offer macadamia nut taster packs in different flavours, marketing it as “not just a nut but an experience”.

India’s tax reform is also supporting the nut market. The VAT on imported premium nuts has been reduced from 12% to 5%, making them more affordable for middle- and upper-income consumers.

Also read: South Africa’s macadamia industry eyes growth despite challenges

Market Development Is a Long-Term Project

The World Macadamia Association (WMO) launched the Love Macadamia India campaign in 2023, focusing on trade, consumer education and health promotion.

The campaign is run in collaboration with the Nutrition Society of India and the Diabetic Association of India. It includes participation in food and health exhibitions, chef demonstrations, media outreach, and active collaboration with social media influencers and dietitians who recommend macadamias as a healthy luxury snack.

“We have dietitians who recommend macadamias to their clients as a healthy snack between meals,” Ahuja said. “Moreover, Indian consumers are willing to pay for quality, so price is not an obstacle.”

She cautioned, however, that market development is a long-term project. The current import volume remains small – officially about 100 tonnes, but likely much higher through the grey market – and the product requires ongoing education, not only among consumers but also among traders and distributors.

She compared the market to the growth of a bamboo plant: “For three years you don’t see anything, but underneath it’s growing roots. Then, suddenly, it grows fast. Macadamias are now taking root in India, and we need to persevere, be patient and build the right partnerships.”

If stakeholders in the industry work together, she believes India could grow into a market of 5 000 tonnes per year within 10 years – still smaller than avocados, but with enormous potential for premium prices. “The consumer is ready. Now is the time to seize the opportunity and build the industry together in India,” she told South African producers, processors and exporters.

Market Access and Competition

South Africa currently has market access to India for macadamia nuts, but South African exports are subject to a 30% import tariff. Australia remains South Africa’s biggest competitor for market share in India. Under the Australia-India Economic Cooperation and Trade Agreement, Australia’s tariff on macadamia nuts will be systematically reduced from 12% to zero by 2028.