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Mangalore Feb. 21 The Cashew Export Promotion Council of India (CEPCI) has finalised its "Made in India" brand promotion of value-added cashews in consumer packs in the UAE market at an estimated outlay of Rs 1.5 crore.

According to CEPCI sources, this initiative is likely to generate an additional export turnover of about Rs 50 crore from UAE alone. Based on the success of this initial launching, CEPCI hopes to extend this to Europe and the US, the two major markets for Indian cashews.

While releasing the Vision 2020 document in September 2006, Mr Walter D'Souza, Chairman, CEPCI, had pledged the efforts of the council in achieving at least 20 per cent of the cashews exported from India in the value-added form and marketed with "Made in India" brand.

As of now, almost 99 per cent of the cashews are exported as blanched cashews, which is a raw material for the international consumer brands for salting, roasting and packing with value addition of about 150 per cent to 200 per cent.

Over the years, there has been a resistance and mental-block for Indian brands in penetrating mature and health-conscious developed markets due to their apprehensions about India's capabilities to meet global standards. With more and more cashew processing plants in India adopting ISO and HACCP and the latest ISO 22000 food safety standards, the Indian brands are on par with global brands.

The members undertaking a promotion programme for their value-added consumer packs will be offered financial assistance at the rate of 50 per cent of the cost of approved activities. Assistance will be on reimbursement basis for selected activities. However, the programme is for UAE market alone.

Exporters have to register a minimum increase of 20 per cent in export to the market as a result of the promotion campaign, to be eligible for grant-in-aid.

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