The Hindu Business Line : Cashew industry plans to tap expats in UAE

The Chairman of the Cashew Export Promotion Council of India (CEPCI), Mr Walter D'Souza, told newspersons on Monday that CEPCI proposes to invest Rs 1 crore in promotional activities.

The `Made in India' branded cashewnuts will be launched in the UAE market by the end of the current fiscal.

"Based on the success, it is proposed to take this activity to other parts of the world," he said.

The industry is targeting world markets such as West Asia and Russia for this initiative.

UAE advantage

The industry is planning to take advantage of the large Indian population in West Asia and the wide trade network of the UAE with the rest of the world for launching its promotion strategy.

Mr Giridhar Prabhu, former Vice-Chairman of CEPCI, said the high concentration of Indian population in the UAE would help in promoting the brand.

"There are 9,000 small stores and the region has several Indian restaurants," he said. "Also, the UAE is a hub, as nearly 120 countries are directly connected with Dubai now. Therefore, anything showcasing in Dubai is like showcasing in the world."

Mr D'Souza said there was a potential of about Rs 500 crore for value addition in consumer packs.

Promotional and marketing efforts will be made to popularise and increase the share of cashew in chocolates, confectionary, ice-creams, general food industry with a target of 25,000 tonnes of broken cashew for use in the global food industry, thus ensuring better export realisation.

TARGET ASIA

Stating that the per capita consumption is growing at a very high rate in the Asian region, he said that there would be special focus on exploring the market in this region. "Our initiative in Turkey has already started giving results."

Apart from making efforts to strengthen the traditional markets such as the US and Europe, special efforts will also be made to regain the partially lost markets like Australia. New markets will be explored for an overall healthy growth in exports, he added.

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