In a bid to bolster the export of agricultural products to the Gulf Cooperation Countries (GCCs), the Agricultural and Processed Food Products Export Development Authority (APEDA), a part of the Ministry of Commerce within the Government of India, has formalized a Memorandum of Understanding (MoU) with the renowned global retail giant, Lulu Hypermarket LLC.
This significant agreement, designed to enhance the global presence of Brand India, was officially signed on November 3, 2023, in New Delhi, during the World India Food (WIF) 2023 event. The signing ceremony saw the presence of Shri Abhishek Dev, the Chairman of APEDA, and Mr. Yusuf Ali MA, the Chairman-cum-Managing Director of the LuLu Group.
The core objective of this MoU is to enable APEDA to promote a wide range of Indian agricultural products, with a specific emphasis on Millets, throughout the GCC region. This is made possible through the extensive reach of LuLu Group International (LLC), which maintains a substantial presence across the GCC, Egypt, India, and the Far East, boasting 247 LuLu stores and 24 shopping malls. The LuLu Group has rapidly emerged as the fastest-growing retail chain in the Middle East and Asia.
Under the terms of the MoU, promotional activities for APEDA’s scheduled products will be undertaken in collaboration with the LuLu Hypermarket retail chain. According to the MoU, LuLu Group is committed to actively promoting and showcasing the diverse array of products that APEDA offers in the realm of agricultural and processed foods within its retail outlets.
To ensure maximum visibility and accessibility, dedicated shelf space or special sections within LuLu Group’s stores will be allocated to prominently display APEDA’s products. Furthermore, interactive events, sampling and tasting campaigns, season-specific initiatives for fruits and vegetables, product launches, and promotions of goods originating from the Himalayan and North Eastern States, organic products, and more will engage consumers through various initiatives.
APEDA has also facilitated the signing of MoUs with Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board, all of which aim to enhance export potential from the Himalayan and North Eastern states.
These promotional endeavours are intended to disseminate comprehensive information and awareness about the advantages of ethnic, unique, and Geographical Indication (GI)-tagged agricultural products to consumers in the GCC countries. The parties involved are actively seeking feedback from consumers to enhance their product offerings.
The MoU underscores the joint commitment of APEDA and LuLu Group to explore opportunities for facilitating the export of agricultural products through the extensive international network of LuLu Group stores, thereby expanding the global reach of Indian agricultural products and improving their accessibility to consumers.
To further these efforts, APEDA and LuLu Group will jointly coordinate export-oriented promotional programs, such as Buyer-Seller meets (BSMs), R-BSMs/B2B meetings, trade fairs, and road shows, in association with Indian Missions abroad and relevant stakeholders.
Additionally, LuLu Group will provide its support in ensuring that products are appropriately labelled in accordance with the requirements of different importing countries. Commercial matters and applicable terms will be mutually agreed upon by both parties, as outlined in the MoU.
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