New Delhi: In a significant move to boost the export of Indian agricultural products, the Agricultural and Processed Food Products Export Development Authority (APEDA), under the Ministry of Commerce, Government of India, signed a Memorandum of Understanding (MoU) with the global retail giant, Lulu Hypermarket LLC, during the World India Food (WIF) 2023 event held in New Delhi on November 3, 2023.
With the MoU now in place, APEDA will actively promote Indian agricultural products, including Millets, across the Gulf Cooperation Countries (GCCs). Lulu Group International (LLC), a retail major with a strong presence in the GCC, Egypt, India, and the Far East, operates 247 LuLu stores and 24 shopping malls. The LuLu Group is renowned as the fastest-growing retail chain in the Middle East and Asia.
This collaboration is set to facilitate promotional activities for APEDA’s scheduled products within the LuLu Hypermarket retail chain. As per the MoU terms, Lulu Group will play an active role in promoting and showcasing a diverse range of products from APEDA’s basket of agricultural and processed food items in their retail outlets.
To enhance the visibility of these products, dedicated shelf space will be allocated within LuLu Group’s stores. This will include special sections or aisles designed to prominently display APEDA’s products.
APEDA and LuLu Group are planning interactive events, sampling and tasting campaigns, season-specific promotions for fruits and vegetables, new product launches, and the promotion of products from Himalayan/North Eastern States, organic products, and more to engage with consumers effectively.
Furthermore, APEDA has also facilitated the signing of MoUs with Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board. These agreements are aimed at boosting exports from Himalayan and North Eastern states.
The focus of these promotional activities is to increase awareness and disseminate information about the advantages of ethnic, unique, and Geographical Indication (GI)-tagged agri-products among consumers in the destination countries. Feedback from consumers will be actively sought to improve product offerings.
The MoU highlights the commitment of APEDA and LuLu Group to explore opportunities for exporting agri-products through LuLu’s international network of stores. This endeavor will expand the global reach of Indian agricultural products, making them more accessible to consumers worldwide.
In addition to export-oriented promotional programs like Buyer-Seller meets, R-BSMs/B2B meetings, trade fairs, and road shows in association with Indian Missions abroad and other stakeholders, LuLu Group will provide assistance in labeling products according to the requirements of different importing countries. Both parties will collaboratively decide commercial matters and applicable terms, ensuring a mutually beneficial partnership.