Friday, June 14, 2024

Australian avocados enter Indian market with Brett Lee as ambassador

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Avocados Australia Limited, the representative body for the Australian avocado industry, has announced its entry into the Indian market, with cricketer Brett Lee joining as their brand ambassador.

This collaboration marks a significant milestone for both Australian avocados and the Indian fresh fruit market. The initiative aims to promote premium quality avocados as a healthy option incorporated into everyday meals and snacks within Indian households.

The avocado market is gaining momentum in India. Avocado consumption has increased in India, with global demand witnessing a significant surge over the past decade. Australia has produced over 115,385 tonnes of avocados in 2022-23, with forecasts anticipating a further increase to approximately 170,000 tonnes by 2026. With the production growth, producers are committed to developing new overseas markets such as India.

During the launch of Australian avocados in India, Acting Australian High Commissioner to India, Nick McCaffrey said, “The introduction of Australian avocados to the Indian market signifies a promising partnership between our nations. It’s a testament to the growing bilateral ties and the potential for further collaboration in the agricultural sector.” 

John Tyas, CEO of Avocados Australia, stressed on the significance of the Indian market and explained the strategy to enhance the visibility of Australian avocados in India. He says, ‘‘With our focus on exports and a commitment to quality and service, we are confident that we will establish a robust presence in India. While competition exists, we believe our emphasis on quality, service, availability throughout the year, and market support will set us apart. Access to the Indian market is a great opportunity, however, we have much to learn about this new market and it will take time and effort to develop this market over the coming years.’’

He further adds, ‘‘Many consumers in India are not aware of the health benefits of regular avocado consumption nor are they aware of the wide range of uses this fruit can provide in different cuisines. We intend to educate consumers on both these aspects. The launch of Australian avocados in India marks a significant step in the industry’s global expansion journey, promising premium quality for Indian consumers.’’

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