Kiwi Market should target top-end consumers in India

NZTE’s research educates the Kiwi Market on targeting top-end consumers in India

In a recent event organised by INZBC [India New Zealand Business Council], NZTE [New Zealand Trade & Enterprise] presented the findings of a research done in the Indian market that sheds some very valuable insights into tapping the top-end market.

India is New Zealand’s tenth largest export market with two-way trade of $1.9 billion in the year to June 2015. With a population of 1.27 billion, there is an opportunity for New Zealand companies to take advantage of this growing segment and meet the demand of India’s top-end consumers.

NZTE’s Trade Commissioner Mumbai, Kevin McKenna gave the presentation with Daljit Kohli Singh - Business Development Manager, NZTE Mumbai. They presented some very revealing facts about the industry. The research gave new insights like, only two percent of weekly food shopping in India is done in a supermarket or that consumers in India love smaller test packs for new products, and that F&B products tailored for special events and holidays are always big sellers.

Kevin said, “India has enormous potential as a major destination for premium New Zealand food and beverage products. The Indian market is characterised by varied taste preferences, challenges in distribution channels and fierce competition from well-established premium brands. India provides a challenging but exciting opportunity for New Zealand companies.”

New Zealand Trade and Enterprise has commissioned research to better understand how New Zealand food and beverage (F&B) companies could tailor and market their products to take advantage of India's growing top-end consumer segment.

The report outlines marketing tactics that can be used by companies to target the 26 million wealthy Indians who purchase premium F&B products on a regular basis.

However the insights from this research can also be used to draw parallels for similar products and services.

Robert Barker, INZBC Chair, said that NZTE is doing a great job at educating the market to have a good strategy. He said, “The success and the failure of the entry into the Indian market lies with the correct strategy and sessions like these help in knowing the market better. This is key for the success of Kiwi businesses trying to venture into India.”

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