Chile's Kiwi Committee is carrying out the first promotional action for a Chilean fruit in the Indian market to boost imports of kiwis.
The promotion activities are possible thanks to the joint work of Chilean kiwi exporters, the Kiwi Committee, Indian importers of Kiwi, and ProChile. They involve a mix of promotional actions to increase the consumption of this fruit, and take better advantage of the rapid growth in consumption of Chilean kiwis in India, a country that imported 5,109 tons of Chilean kiwis in the 2016-2017 season, i.e. 59% more than in the previous year.
"The Indian market is becoming a very interesting market for our kiwis," said Carlos Cruzat, the Chairman of Chile's Kiwi Committee.
Carolina Vasquez, the commercial director of ProChile in India said: "We hope to expand the number of importers and distributors that are working in this initiative in the coming seasons, as well as motivate other export sectors in Chile to follow this line of work so as to take full advantage of the benefits derived from the Partial Scope Agreement recently signed between both nations."
The promotional actions include exhibitions, tastings, and contests in the wholesale and retail markets, teaching consumers different ways to use this fruit with the support of a prominent Indian chef, and the first campaign and sale of a Chilean fruit through the most important e-commerce platform in India: Big Basket.
The Big Basket platform is also being used to broadcast a video created by the Kiwi Committee that teaches Indian consumers how to ripen the kiwi, stated Charif Christian Carvajal, the Marketing Director of ASOEX for Europe and Asia. "Teaching consumers how to ripen their kiwi is key to ensure they have a good experience," said Carvajal.