The Hindu Business Line : Now, easier access to Australian food brands

Bangalore March 11 Australian food brands such as Toby's bars, San Remo pasta, Meadow Lea breads and a whole host of conserves, jams, tinned vegetables and other processed foods would soon be available in India. A group of Australian processed food producers have tied up with four Indian retailers to test market their brands in the country, starting with Bangalore.

"This would be a part of the larger programme of activities in the food industry we have planned for India," said Dr Susan Nelle, Managing Director of the National Food Industry Strategy (NFIS), Australia.

Growing trend

Currently, about $5 million worth of processed foods are being imported into the country from Australia. "With the launch of this programme, we expect to grow by another 15 per cent," said Mr Michael Moignard, Senior Trade Commissioner - South Asia, of the Australian Government. Two-way trade of goods and services between the countries now stands at $12 billion, including $300 million worth of food and food products.

Under the Food Brand Australia programme, 48 products under 12 brands would be available in FoodWorld, Monday to Sunday, Nilgiris and Namdharis. These products would be in the premium price category and would focus on the `health and wellness aspect'.

There's a growing trend for Indian consumers to experiment with new cuisines and Australia has a reputation for clean, green products of high quality, said Dr Nelle, addressing a press conference here. The Australian High Commission has also set up a Web-based toolkit `Eight Steps to India' to help Australian-based food product companies access Indian markets. "Depending on the response we get in Bangalore, we will take the brands to other cities in South India," Dr Nelle said.

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