Premium cherries from the orchards of Kashmir are now available in Lulu supermarkets across Saudi Arabia and the UAE, following their first-ever commercial export to the Gulf. The move has been hailed by the Commerce Ministry as a significant step under the ‘Vocal for Local’ initiative aimed at promoting domestic produce globally.

The inaugural consignment, comprising around two tonnes of freshly harvested ruby-red cherries, arrived in Riyadh on June 17.

Exported by Fruit Master Agro Fresh Pvt Ltd, the shipment was facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA), which functions under the Ministry of Commerce and Industry.

“This marks a significant step in positioning Jammu and Kashmir as a global horticulture hub,” said Izhan Javed, CEO of Fruit Master Agro Fresh.

The Lulu Group, a leading retail conglomerate in the Middle East with an extensive network of supermarkets across the Gulf countries, is playing a pivotal role in providing market access for Indian agri-products. The group has partnered with Indian exporters to place the cherries prominently in its stores across the region.

Union Minister for Commerce and Industry, Piyush Goyal, hailed the development on social media, describing it as a boost for Indian horticulture and a win for local farmers.

“The first commercial consignment of premium cherries from Jammu and Kashmir heads to Saudi Arabia and the UAE. A huge market opens up for our cherry farmers, who will now get a better price for their produce,” Goyal posted on X.

He added that the Modi government has been actively working to bridge logistical challenges in order to elevate India’s presence in the global agri-export market. “What a win for #VocalForLocal,” he wrote.

Celebratory post

The Indian Embassy in Riyadh also marked the occasion with a celebratory post: “Cherries from Jammu & Kashmir arrive in Saudi Arabia! The first-ever consignment of premium cherries from Jammu & Kashmir has arrived in the Kingdom and is available to be savored by all.”

The Embassy’s commercial team, led by Counsellor (Commerce) Manusmriti, visited the Lulu supermarket in Riyadh to receive and formally launch the consignment.

Izhan said the cherries were meticulously packaged to maintain freshness and adhere to international quality standards throughout transit. He noted that the initial response from international buyers had been encouraging, signalling a growing demand for premium Kashmiri produce in high-value markets.

However, he pointed out the need to address operational challenges in the supply chain.

“There should be palletised handling facilities for drupes with short shelf life at Srinagar airport, so they are not treated like regular cargo,” he said. 

Published on June 19, 2025