印度對櫻桃的需求日益增長.pdf

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1、Welcome!India at a GlancePopulation1.4 Billion Consuming Class30 300 MillionGDP Growth Rate6.5%(Projected for 2025-26)PolityDemocracyFood PatternsDiversifiedAgricultureCore RegulatoryWTO SignatoryFood MarketDevelopingKnowing IndiaUnderstanding India Not a countryNot a country-A ContinentA Continent

2、Strong EconomyStrong Economy-Resilient to many global turmoilResilient to many global turmoil 300 million consumers!300 million consumers!-Unified by aspiration Unified by aspiration Small FamiliesSmall Families-Open to changeOpen to change Young population with High Disposable Incomes Young populat

3、ion with High Disposable Incomes-Willingness to spendWillingness to spend Media RevolutionMedia Revolution-Highly connectedHighly connected-Part of a Global VillagePart of a Global VillageGrowing Consumer Base in India.Retail Landscape in India Myriad of Formats Traditional Roadside and Pushcart Tra

4、ditional Kirana(Single owner)Home Delivery Modern Organized Specialty Cash and Carry Online(E-commerce;Q-Commerce)Fast changingModern RetailNot All InclusiveQuick Commerce-New trend in India Current Market Size:US$6-7 Billion(2024)Projected Growth:over 40%annually Potentially reaching US$40 billion

5、by 2030 Q-Commerce is the future:Rapid,Hyper-Local,and consumer-centric.Indias Emerging Appetite for CherriesSource:Ministry of Commerce,Government of India89,75137,81170,69213,79271,73361,5826,941393,892539,892114,94050010001500200025003000QUNTITY IN THOUSANDSYEARSIndia:Cherry Import 2015-2025India

6、:Cherry Import from Chile Source:Ministry of Commerce,Government of India2935,6750,174,22109,14184,91344,72405,77429,75581,80100200300400500600700QUANTITY IN THOUSANDSEYEARSIndia:Cherry Import from ChileINDIA:CHILEAN CHERRY IMPORTS050010001500200025003000AxQuantity in thousandsYearsIndia:Cherry Impo

7、rt 2014-2025 AFGHANISTAN TISAUSTRALIACHILEIRANTURKEYU S AOthersAFGHANISTAN56%CHILE27%IRAN5%TURKEY4%U S A5%Others3%INDIA:CHERRIES IMPORT MARKET SHARE 2024-25(TILL JAN)Cherries Market in IndiaCherries Market in India Cherry cultivation in India is primarily concentrated in the northern states.Total do

8、mestic production is relatively small.India is still far from being self-sufficient in meeting the demand for cherries in urban premium markets.Indian cherries are harvested in late spring to early summer(AprilJune).Competition to Chilean CherriesCompetition to Chilean Cherries Currently no competit

9、ion for Chilean Cherries in the Indian market as Chile has a 0%tariff and other origins have a 30%tariff.Competition from Australian Cherries is expected as they will also become duty-free in the next two years.Shipping from Australia is much faster.Target Consumers for Chilean Cherries in IndiaTarg

10、et Consumers for Chilean Cherries in IndiaPrimary Markets Metro and Tier 1 cities Retail channels:High-end supermarkets(Natures Basket,Lulus),online platforms(E-commerce and Quick Commerce like BigBasket,Zepto,Blinkit,and Amazon Fresh),and green grocers.Consumer Profile Affluent population Young fam

11、ilies interested in wellness and international foods Premium fruit buyers looking for seasonal,luxury gifting options Consumers familiar with imported produce and willing to pay for quality,consistency,and safetyChallenges and ConsiderationsLower Import Duties Chilean cherries enjoy preferential tar

12、iff ratesunder India-Chile trade agreements.Compete more effectively against cherries from other origins that face 30%+import duties.Seasonal Advantage Chiles counter-seasonal harvest(NovFeb)aligns with the Indian festive and gifting season:Christmas,New Year,and Valentines Day.Challenges and Consid

13、erationsChallenges and Considerations Cold Chain and Low Shelf Life Price Sensitivity Competing local products like strawberries Strategic Opportunities Counter season premium fruit Perfectly aligns with the festive period of Christmas and New Year Aligns with the Indian Wedding season between Janua

14、ry and March Great option for self-consumption and also giftingMarket Entry Strategy for Chilean Cherries in IndiaMarket Entry Strategy for Chilean Cherries in IndiaTarget Premium Retail and Gourmet Stores Approach:Position cherries as a luxury and healthy indulgence.Channels:High-end supermarkets(e

15、.g.,Freshpik,Natures Basket,Lulu Hypermarket)Gourmet grocery chains and boutique fruit retailers(Fresh Produce Shoppe,Garden Fresh,HelloRaw)Online premium platforms(e.g.,BigBasket,Zepto,Swiggy Instamart)Market Entry Strategy for Chilean Cherries in IndiaMarket Entry Strategy for Chilean Cherries in

16、IndiaCollaborate with celebrities,Influencers and ChefsGoal:Build awareness through aspirational content and usage inspiration.Tactics:Partner with food influencers and nutritionists for seasonal cherry recipes.Collaborate with top chefs for in-store events,masterclasses,or social media campaigns.Us

17、e Instagram Reels and YouTube Shorts to show cherries in desserts,cocktails,and healthy snacks.Activities Done so far1.Display/Promotion Materials Poster,Flag Lines,Banners,Display stands etc.2.Wholesale Market OutreachSmall Retailer Incentive ProgramMerchandising and sampling Wholesale Signage3.Ret

18、ail Promotions Modern Retail Promotions with major retail chains Including e-commerce and quick commerce players4.Public Relations CampaignPrint,Electronic and Digital MediaInfluencers/celebrities/chefs collaborations Social Media PlatformsINDIA:POS MaterialDanglerPosterT-shirtINDIA:MARKETING CAMPAI

19、GNS(WHOLESALE)Merchandising in wholesale markets covered with all major cities in the country.INDIA:MARKETING CAMPAIGNS(Signages)Merchandising in wholesale markets covered with all major cities in the country.INDIA:MARKETING CAMPAIGNS(Sampling Activity)INDIA:MARKETING CAMPAIGNS(TRADITIONAL RETAIL)Tr

20、aditional retail has a major share in the retail market and hence all traditional retail hubs were covered in traditional retail marketing.INDIA:MARKETING CAMPAIGNS(MODERN RETAIL)Retail Promotions were conducted in premium stores like Natures Basket,Fresh Produce Shoppe,Modern Bazaar,Lulu Hypermarke

21、t and Star Bazaar.INDIA:MARKETING CAMPAIGNS(ECOMMERCE/QUICK-COMMERCE)Online promotions with quick commerce platforms such as Blinkit,Zepto and Swiggy Instamart were conducted along with premium retails such as on FPS and Natures BasketINDIA:MARKETING CAMPAIGNS(PRINT AND DIGITAL ADVERTISEMENT/SOCIAL

22、MEDIA)Print,online and social media campaigns featuring celebrity gifting,influencer engagement and advertisements on top Indian newspapers were conductedINDIA:MARKETING CAMPAIGNS(MEDIA OUTREACH/PR)Media outreach,both regionally and nationally,carried out and published healthy recipes.Key Takeaways

23、Large consumer base(30-50 M)Likely to go to 150 M+by 2030 Tremendous opportunities beckon The market is ready for major growth Importers are willing to bring in much larger volumes of Chilean Cherries.Small promotions conducted so far have shown amazing results Its time to up the game!Interviews with key Retailers and DistributorsThank you for yourattention!