The primary objective of this partnership is to enhance the exports of Indian agricultural products to the Gulf Cooperation Countries
The Agricultural and Processed Food Products Export Development Authority (APEDA), under the Ministry of Commerce, Government of India, has inked a significant Memorandum of Understanding (MoU) with the renowned global retail giant, Lulu Hypermarket LLC. The primary objective of this partnership is to enhance the exports of Indian agricultural products to the Gulf Cooperation Countries (GCC). This milestone collaboration was officially announced in a press release by the Ministry of Commerce and Industry on Monday.
The MoU, which serves as a vital step towards promoting ‘Brand India’ on a global scale, was formally executed in the presence of APEDA Chairman, Abhishek Dev, and the Chairman-cum-Managing Director of LuLu Group, Yusuf Ali MA. The momentous occasion took place at the World India Food (WIF) 2023 event on November 3, 2023, in New Delhi.
With this strategic MoU in place, APEDA is set to actively promote a wide range of Indian agricultural products, including millets, throughout the GCC. The significance of this partnership is underscored by LuLu Group International (LLC)’s extensive presence across the GCC, Egypt, India, and the Far East, with 247 LuLu stores in operation and 24 shopping malls, solidifying their status as the fastest-growing retail chain in the Middle East and Asia.
The collaboration envisages a series of promotional activities that will benefit both parties. Lulu Group will actively promote and showcase a diverse array of products from APEDA’s basket of agricultural and processed food items in their retail outlets. To further enhance product visibility and consumer awareness, dedicated shelf spaces, special sections, or aisles, will be allocated within LuLu Group’s stores.
This partnership goes beyond just shelf space; it aims to engage consumers through interactive events, sampling and tasting campaigns, season-specific promotions for fruits and vegetables, new product launches, and the promotion of products originating from the Himalayan and North Eastern States, including organic products.
This collaboration between APEDA and LuLu Group is poised to have a transformative impact on the export of Indian agricultural products to the GCC, benefiting farmers, producers, and consumers alike while fostering stronger economic ties between India and the Gulf nations.
Furthermore, this collaboration extends to the signing of additional MoUs by various organizations, such as the Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board, with the Lulu Group. These agreements are designed to boost the export potential of agricultural products from Himalayan and North Eastern states.
The efforts will serve to inform and educate consumers in the destination countries about the benefits of unique, geographical indication (GI)-tagged, and ethically sourced agricultural products. Consumer feedback will be actively solicited to continuously improve the product offerings.
The MoU outlines a commitment by both APEDA and LuLu Group to explore opportunities to facilitate the export of agricultural products through the expansive international network of LuLu Group stores. This will significantly expand the global reach of Indian agricultural products and enhance accessibility for consumers in the target markets.
In addition to the aforementioned initiatives, APEDA and LuLu Group will jointly work on export-oriented promotional programs, including Buyer-Seller Meets (BSMs), Reverse Buyer-Seller Meets (R-BSMs), B2B meetings, trade fairs, and roadshows in collaboration with Indian Missions abroad and other relevant stakeholders. The partnership will also include support for product labeling in compliance with the requirements of different importing countries. Commercial matters and applicable terms will be mutually determined by both parties.
This collaboration between APEDA and LuLu Group is poised to have a transformative impact on the export of Indian agricultural products to the GCC, benefiting farmers, producers, and consumers alike while fostering stronger economic ties between India and the Gulf nations.
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