Indian fresh produce importer and distributor, and packer Anusaya Fresh has added another apple variety to its portfolio, as it has brought in the Braeburn apples from New Zealand, says Dinesh Shinde, CEO of Anusaya Fresh: "We've announced the successful introduction of Braeburn apples to the Indian market. This move marks a strategic step toward diversifying India's imported apple offerings and meeting the growing demand for premium, globally sourced fruits. The apple import market in India during July experiences tight supply conditions. As the local Indian apple season approaches, which runs from late July to mid-August, many importers scale back, but consumer demand tends to spike following the mango season. This timing gave us a perfect opportunity to introduce a new variety."
According to Aarti Verma, who is the export manager at Valley Fresh New Zealand, the apple should do really well in the Indian market. "The Braeburn apple, cultivated in New Zealand, is known for its robust structure, crisp texture, and red-blush coloration, which resembles a mix of Royal Gala and Red Delicious apples. It's a strong fruit with potential, and it has the capacity to fit easily into the Indian market."
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The partnership allowed Anusaya Fresh to trial the apple variety, which Dinesh states exceeded expectations: "The idea to introduce Braeburn apples in the Indian market stemmed from our collaborative innovation effort. We're always on the lookout for new varieties to cater to India's evolving taste. Our partnership gave us the confidence to test trial Braeburn, and it exceeded expectations. The response from e-commerce and quick commerce platforms has been outstanding."
Shinde states that they've been very successful in bringing the product to the consumer, thanks to the use of e-commerce channels. "The apples are being distributed across leading supermarket chains, e-commerce channels, and rapid delivery platforms. The product has particularly resonated with urban consumers and younger demographics who are open to trying premium and differentiated fruit varieties. Direct customer feedback has been overwhelmingly positive. New Zealand has built a global reputation for high-quality apple varieties, including Royal Gala, Fuji, Granny Smith, and now Braeburn. We're working closely with New Zealand exporters to ensure year-round availability."
Anusaya hopes to be able to introduce even more apple varieties from New Zealand in the near future: "With the Indian market maturing and consumers becoming increasingly interested in new varieties, we plan to expand our apple portfolio further, collaborating with Valley Fresh. Braeburn is just the beginning. We're exploring deeper engagement with other premium New Zealand varieties, such as Queen, Fuji, Gala, and more. By next year, we aim to import these in larger volumes and execute educational marketing campaigns to build awareness and drive adoption," Shinde concludes.
For more information:
Dinesh Shinde
Anusaya Fresh
Email: [email protected]
www.anusayafresh.us
