Building on its success in the United States, the campaign is set to launch in India this October, tapping into the country’s growing interest in mindful eating. With a focus on key cities like Delhi and Mumbai, the program offers select partner brands high-visibility digital exposure through curated content, online presence, and social media amplification, all at no commercial cost.

Participating brands also get a chance to shape the emerging macadamia category in India while responding to increasing consumer interest in macadamia-based products.

Jillian Laing, CEO, the World Macadamia Organisation, said: “India’s food innovation space is incredibly dynamic. The ‘Brands We Love’ campaign celebrates that creativity. By partnering with like-minded Indian brands, we’re unlocking new ways to enjoy the marvel of macadamias, fueling wellness and innovation together.”

Mansi Ahuja, of Ampro Marketing (WMO’s representative in India), added: “With this campaign, we’re shining a spotlight on Indian brands already creating nutritious, homegrown products and now enriched with the goodness of macadamias. It’s a meaningful collaboration that supports local businesses while promoting mindful eating.”

Macadamia nuts are known for its high content of good fats and low carbohydrate profile; they are increasingly popular among health-conscious consumers seeking clean and nourishing foods. The campaign reinforces WMO’s mission to make macadamias a regular part of everyday snacking.

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The gathering featured distinguished guests like Bishal Paul (Film Maker), Raina Suri (Fashion Designer) also Ambika (NDTV Host) who joined Arora in celebrating the clinic’s launch and discussing nutrition and holistic well-being during the festive season.

Speaking on the clinic’s guiding philosophy, Dr. Shilpa Arora, said, “At our newly opened Panchsheel Clinic, we believe food is the most powerful form of medicine. Macadamia nuts are a great example as they are not just a snack, but a tool for healing and prevention. Rich in good fats, antioxidants, and essential nutrients, they support heart, brain, and metabolic health. Even a small daily portion can have a meaningful impact on long-term wellness. Our goal is to inspire people to make conscious choices and use food as a powerful ally on their journey to better health.”

Adding to the above, Mansi Ahuja of Ampro Marketing, who represents WMO in India, commented, “Macadamia nuts are a great addition to clean, functional diets. Through our Love Macadamia campaign, we aim to highlight their health benefits and make them more accessible to Indian consumers”. 

To bring these ideas to life, the event featured a thoughtfully curated hi-tea menu crafted entirely from clean, nutrient-rich ingredients. Each dish highlighted how macadamia nuts can be seamlessly integrated into everyday meals without relying on refined flours or sugars, while embodying the clinic’s commitment to simple, wholesome nourishment.

Complementing the clinic’s philosophy and the discussions around mindful nutrition, the event also featured an interactive macadamia nut in-shell opening activity. This symbolic moment encouraged guests to slow down, be present, and connect more deeply with their food.

The event marked the beginning of a collaborative effort between Love Macadamia and Dr. Arora’s Panchsheel Clinic to promote clean nutrition and holistic wellness in modern Indian lifestyles.

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Mansi Ahuja, India Representative for Turkish Hazelnut, expressed her enthusiasm for the partnership, stating, “We are delighted to join hands with Reliance Retail to broaden the reach of Turkish hazelnuts in India. These premium snacks are not only delectable but also play a vital role in enhancing overall well-being. Incorporating Turkish hazelnuts into daily diets offers a balanced and nutritious option for consumers seeking healthier choices.”

Avinash Tripathi, Vice President and Business Head – Freshpik & Fresh Signature at Reliance Retail, highlighted the synergy between the two brands, saying, “Freshpik is proud to partner with Turkish Hazelnut, a brand synonymous with premium quality and unique flavor. This collaboration enables us to offer our customers an exclusive range of exquisite hazelnut products, expertly curated to deliver an unparalleled gourmet experience. Together, we are blending Turkish Hazelnut’s excellence with Freshpik’s retail expertise.”

Deepak Mishra, Senior Manager and Category Head Staples – Freshpik & Fresh Signature, added, “Turkish hazelnuts are globally celebrated for their distinctive flavor, creamy texture, and remarkable health benefits. Through this partnership, Freshpik is excited to introduce customers to the finest quality hazelnuts, carefully roasted to perfection and offered in an enticing array of options.”

The Turkish Hazelnut Exporters Association, representing Turkey’s leading exporters and processors, underscores its commitment to advocating for the exceptional quality, nutritional value, and versatile applications of Turkish hazelnuts. As the global leader in hazelnut production, Turkey continues to set the benchmark for excellence in the industry.

This collaboration marks a significant step towards enriching the Indian snacking landscape with world-class, health-focused options.

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Speaking on the collaboration, Mansi Ahuja, Ampro Marketing, who represents WMO in India, said, “We are delighted to partner with Nature’s Basket to bring forth the benefits of macadamia nuts to a wider audience. This is a fantastic opportunity for consumers to discover different ways to incorporate macadamias into their daily diet, enhancing both flavor and nutrition.”

Sampling and information dissemination activities will be conducted at the stores, allowing consumers to taste and discover the delightful flavors of macadamia nuts. Additionally, various visual merchandising displays have been set up to enhance the in-store experience and highlight the promotions.

As part of the ongoing strategy, Love Macadamia has on boarded renowned clinical dietitian and nutritionist Nazneen Husein to promote these nuts and raise awareness about their health benefits. Nazneen emphasizes the importance of good fats in maintaining a healthy lifestyle and recommends the consumption of 30 grams of macadamia nuts daily.

Sachin Agarwal, COO, Nature’s Basket, added, “At Nature’s Basket, our goal is to provide our customers with the highest quality ingredients and enriching culinary experiences. This collaboration with Love Macadamia, featuring chef and nutritionist workshops and sampling activities, will inspire healthier eating habits and highlight the delightful versatility and health benefits of macadamia nuts.”

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