Ambassador Brett Lee joins stakeholders at launch event in New Dehli
Avocados Australia has officially marked its much-anticipated entry into the Indian market, accompanied by cricket icon Brett Lee as its brand ambassador. The collaboration represents a significant milestone for both Australian avocados and the Indian fresh fruit market.
The official launch celebration, which takes place today (May 9) at the Australian High Commission, will be attended by some 25 Australian exporters, Indian importers and stakeholders including Nick McCaffrey, Australia’s deputy high commissioner to India.
Following the launch, Avocados Australia will host study tours in Mumbai, Bangalore and Chennai providing delegates the opportunity to engage in networking sessions and visits to importers, retail stores, storage facilities and wholesale markets.
John Tyas, chief executive of Avocados Australia, stressed the significance of the Indian market and outlined the strategy to enhance the visibility of Australian avocados in India.
“We are excited to bring the exceptional taste and nutritional benefits of Australian avocado to the diverse Indian market,” he said. “With our focus on exports and a commitment to quality and service, we are confident that we will establish a robust presence in India. While competition exists, we believe our emphasis on quality, service, availability throughout the year and market support will set us apart.”
He added that with Brett Lee as the brand ambassador, he was confident Australian avocados would become a beloved fruit in Indian households. Lee, too, expressed his excitement about the partnership.
“I am thrilled to be associated with Australian avocados and with the fruit that embodies the essence of health,” Lee said. “Throughout my journey, I have prioritised nourishing my body with good food, which is why I’m excited to combine this passion with my deep affinity for India and its rich culture. I look forward to championing the exceptional taste, quality, and adaptability of Australian avocados both at home and abroad.”
This launch comes after a series of activities this year aimed at building the profile of Australian avocados in India. These included a tour of Queensland farms and packhouses for Indian importers and retailers during April, and Avocados Australia’s presence at Fresh Produce India 2024 in March.
“Avocados Australia had a successful presence at Fresh Produce India 2024, showcasing Australian avocados and fostering new partnerships that have led to a growing interest and demand within the Indian market,” said Mansi Ahuja of Ampro marketing, India representative of Avocados Australia.
Retail promotions with India’s premium modern retail outlets and e-commerce platforms are planned for May to July 2024 to continue raising awareness of Australian avocados, including health benefits, versatility and handling.
The launch of Australian avocados in India is an important milestone in the industry’s global expansion journey. Australia produced just over 115,385 tonnes of avocados in 2022/23 and Australian production is forecast to increase strongly over the next few years to approximately 170,000 tonnes by 2026. In line with this production growth, Australian growers are committed to developing new overseas markets and increased exports will be critical for the future viability of the Australian avocado industry.
