With a population of over 1 billion and a growing middle class, India presents excellent
opportunities for exporters of U.S. food and agricultural products. The subcontinent boasts bustling
cities and a relaxed barriers on food imports, making India a prime market for U.S. suppliers to increase their
exports. India's proposed entry into the World Trade Organization has created interest among U.S. exporters.
SUSTA seeks to introduce U.S. food products to Indian consumers by increasing their exposure in
both trade and consumer venues.
Product Focus
SUSTA's promotions in India include a wide range of food and drink products, such as regional foods, bakery and confectionery,
nuts, specialty food and drink, food and drink ingredients, ethnic foods,
general grocery line, and processed food and drink.
Country/Region Focus
The program will focus on the Indian subcontinent, as well as Sri Lanka.
Timeline
This project began in July 2004 and is expected to be an ongoing SUSTA initiative.
It is a multi-year program that will build long-term relationships with key trading
partners in India.
Trade Goals
SUSTA activities will seek to increase awareness of U.S. products with Indian buyers.
Trade shows, trade missions and seminars will target major players in the trade and HRI sectors.
SUSTA hopes that these events, combined with its ongoing presence in India, will increase sales of U.S. products.
Trade Promotions/Activities
Consumer Goals
SUSTA hopes that the presence of U.S. products in grocery stores, hotels, restaurants and trade shows will generate
consumer interest. In-store promotions and demonstrations will teach customers how to prepare U.S. foods and will influence purchasing decisions.
Consumer Promotions/Activities
How a U.S. supplier can participate
U.S. suppliers can exhibit with SUSTA at the AmFest trade show mentioned above. Suppliers may also participate in
SUSTA-arranged meetings with Indian buyers during trade missions and reverse trade missions. Food producers may also send
samples of their product(s) to be used for demonstrations at seminars, in-store, hotel and restaurant promotions.
For more information, contact Imports2India Consulting (mail@i2iconsulting.biz) or Bernadette Wiltz (bernadette@susta.org).
