APEDA collaborates with Lulu Hypermarket to boost Indian Agri-product exports

In an effort to enhance the export of agricultural goods to the Gulf Cooperation Countries (GCCs), the Agricultural and Processed Food Products Export Development Authority (APEDA), a part of the Ministry of Commerce under the Government of India, has entered into a Memorandum of Understanding (MoU) with the renowned global retail giant, Lulu Hypermarket LLC. This MoU, aimed at fostering the global presence of Brand India, was formally inked in New Delhi, during the World India Food (WIF) 2023 event, and it was graced by the presence of APEDA Chairman,  Abhishek Dev, and Chairman-cum-Managing Director of LuLu Group, Yusuf Ali MA.

With this strategic partnership, APEDA is set to promote various Indian agricultural products, including Millets, across the GCC region. This is made possible due to the extensive reach of LuLu Group International (LLC), which operates across the GCC, Egypt, India, and the Far East, boasting 247 LuLu stores and 24 shopping malls. LuLu Group stands as the rapidly growing retail chain in both the Middle East and Asia.

One significant aspect of this collaboration is the joint promotional activities for APEDA’s scheduled products within the Lulu Hypermarket retail chain. The MoU outlines that Lulu Group will actively endorse and exhibit a wide array of products from APEDA’s basket of agricultural and processed food products in their retail outlets.

Dedicated shelf space will be allocated within LuLu Group’s stores to prominently display APEDA’s products, ensuring their increased visibility. Furthermore, APEDA and LuLu Group will actively engage with consumers through interactive events, sampling/tasting campaigns, season-specific promotions for fruits and vegetables, new product launches, and the promotion of products originating from Himalayan and North Eastern States, including organic products.

APEDA has also facilitated the signing of additional MoUs with Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board, all aimed at bolstering the export potential from Himalayan and North Eastern states.

These collaborative promotional activities are designed to disseminate information and raise awareness about the benefits of ethnic, unique, and GI-tagged agricultural products to consumers in the destination countries. Valuable feedback from consumers will be actively sought to enhance the product offerings.

The MoU outlines that APEDA and LuLu Group will work together to explore opportunities to facilitate the export of agricultural products through LuLu’s international network of stores, thus extending the global reach of Indian agricultural products and increasing accessibility to consumers worldwide.

Both APEDA and LuLu Group will jointly support export-oriented promotional programs, including Buyer-Seller meets (BSM), R-BSMs/B2B meetings, trade fairs, and road shows in collaboration with Indian Missions abroad and relevant stakeholders.

In addition, LuLu Group will provide its expertise in labeling products in compliance with the specific requirements of different importing countries. The MoU also highlights that both parties will mutually address commercial matters and applicable terms.