New Delhi : In a significant move to bolster the export of agricultural products from India to the Gulf Cooperation Countries (GCC), the Agricultural and Processed Food Products Export Development Authority (APEDA) under the Ministry of Commerce, Government of India, has entered into a Memorandum of Understanding (MoU) with the global retail giant, Lulu Hypermarket LLC. The agreement, focused on promoting Brand India on a global scale, was officially signed at the World India Food (WIF) 2023 event in New Delhi.
Expanding India’s Agricultural Reach to GCC with LuLu Hypermarket
With this strategic partnership, APEDA will actively promote Indian agricultural products, including the nutritional powerhouse, Millets, across the GCC. Lulu Group International (LLC) has it’s presence across the GCC, Egypt, India, and the Far East. There are 247 LuLu stores and 24 shopping malls in the Middle East and Asia .making it one of the fastest-growing retail chains
In-store Promotions and Dedicated Shelf Space
The MoU also paves the way for promotional activities within the Lulu Hypermarket retail chain. As per the agreement, Lulu Group will vigorously promote and feature a wide range of products from APEDA’s basket of agricultural and processed food products in their retail outlets. A dedicated shelf space, special sections, or aisles will be allocated within LuLu Group’s stores to prominently display APEDA’s products, enhancing their visibility and accessibility to consumers.
Engaging Consumers through Interactive Initiatives
In a bid to engage with consumers, both APEDA and LuLu Group will conduct interactive events, sampling and tasting campaigns, season-specific promotions for fruits and vegetables, new product launches, and the promotion of items originating from Himalayan and North Eastern states, as well as organic products. This collaboration will raise awareness about the benefits of Geographical Indication ( GI Tagged ) agricultural products which are have its origin proof and uniqueness. The awareness is being targeted among consumers in different countries. As a part of MoU the LuLu group shall provide timely feedbacks of consumers, so that APEDA can continually improve product offerings.
Strengthening the Global Reach of Indian Agricultural Products
The MoU clearly indicates that the collaboration between APEDA and LuLu Group is to provide opportunities that facilitate the export of agricultural products in the retail chain’s and in international network of stores.
Fostering Export-oriented Programs and Initiatives
Both APEDA and LuLu Group will work jointly to facilitate export-oriented promotional programs such as Buyer-Seller meets, R-BSMs/B2B meetings, trade fairs, and road shows in collaboration with Indian Missions abroad and other relevant stakeholders. The commercial aspects and applicable terms of this collaboration will be decided mutually by both parties.
This collaboration between APEDA and Lulu Hypermarket is said to bring in a new opportunity to showcase Indian agricultural products to a global audience. And it also provide consumers that will ease the access to high-quality, uniquely Indian agri-products.
