The Hindu Business Line : Now, US grapes luring South Indian markets

AFTER the flood of apples from the US, it is now the turn of table-grapes from California. Buoyed by the success in marketing imported apples, the Chennai-based importers are bringing in large quantities of fresh grapes for the markets in South India.

According to Mr Sumit Saran, a spokesman for the SCS Group, which helps grapes growers in California expand their market here, grape imports are set to increase in the current season. Harvest begins in July in the US and about 15 containers of about 11-tonne each have so far reached the Chennai port. By the year-end, at least 50 containers are likely. Compare this with the less than handful of containers that came in last year or some packs supplied by the Mumbai-based importers. A kilogram of grapes costs Rs 100-150 in the retail market, he says.

South India, which led the fresh fruit markets in the country in importing apples, has been slow in taking to grapes. A reason is that packaging and merchandising grapes is more difficult than apples because they are relatively delicate. Importers and retailers are worried about wastage.

But thanks to marketing and training, importers are willing to give it a try and are now taking to it with enthusiasm, according to Mr Saran.

That is a major relief to the exporters because South India has emerged as an important market globally.

"Affluence is not in isolated pockets," he says. It is not just Chennai but even the smaller cities and towns represent a potential market with the region growing economically.

Coimbatore, Erode and other towns go for imported fresh fruits. Of course, the metropolis is the starting point, he said.

Also, the retailing business is more organised.

SCS is addressing the entire marketing chain from large departmental stores to the wholesalers and semi-wholesalers catering to the vendors. It is helping increasing awareness and training in marketing and handling the fruits.

SCS plans to hold programmes for school children - they are major drivers of sales, he said.

Red Globe, Fantasy Seedless and Autumn Royal - all grape varieties - are shortly going to be household names. The market is expected to take to red, black and white (green) grapes. While it is familiar with the dark and white grapes, the red ones are expected to be a major attraction. The colour is considered auspicious here, he said.

The flow of fresh fruit imports has changed the fruit demand pattern.

People's choice earlier was limited to the seasonally available fruits. But now, in addition, they get to have the choice year-round. Grapes and apples are available year-round, either imported or domestically grown.

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