In a significant move to enhance agricultural exports to the Gulf Cooperation Countries (GCCs), the Agricultural and Processed Food Products Export Development Authority (APEDA), a body under the Ministry of Commerce, Government of India, has entered into a Memorandum of Understanding (MoU) with the global retail giant Lulu Hypermarket LLC.
This MoU, with the goal of promoting Brand India on a global scale, was officially signed during the World India Food (WIF) 2023 event on November 3, 2023, in New Delhi. The signing ceremony was graced by Abhishek Dev, Chairman of APEDA, and Mr. Yusuf Ali MA, Chairman-cum-Managing Director of LuLu Group. The collaboration with Lulu Hypermarket is expected to have a transformative impact on Indian agricultural exports to the GCC countries.
The LuLu Group International (LLC) is a major player in the retail industry with a presence not only in the GCC but also in Egypt, India, and the Far East, boasting 247 LuLu stores and 24 shopping malls in operation. It is recognized as the fastest-growing retail chain in the Middle East and Asia. Under this MoU, APEDA will take on the role of promoting various Indian agricultural products, including millet, throughout the GCC region. This strategic partnership capitalizes on Lulu Group's expansive reach and influence in the region.
The agreement outlines several key aspects, including the active promotion and showcasing of a wide range of products from APEDA's basket of agricultural and processed food products in Lulu Hypermarket's retail outlets. To further enhance visibility, dedicated shelf space within LuLu Group's stores will be allocated to display APEDA's products prominently.
In addition to these promotional activities, APEDA and LuLu Group will engage with consumers through interactive events, sampling and tasting campaigns, seasonal promotions for fruits and vegetables, new product launches, and the promotion of products originating from Himalayan and North Eastern States, as well as organic products. The MoU extends its support to boost exports from the Himalayan and North Eastern states by facilitating agreements with entities such as the Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board.
The collaboration's primary objective is to raise awareness about the benefits of unique, GI-tagged agri-products, and collect feedback from consumers to improve product offerings. The agreement also signifies a joint effort by APEDA and LuLu Group to explore opportunities for the export of agricultural products through LuLu Group's international network of stores, expanding the global reach of Indian agricultural products and improving accessibility for consumers.
Further, both parties will jointly facilitate export-oriented promotional programs, such as Buyer-Seller meets (BSMs), R-BSMs/B2B meetings, trade fairs, and road shows in collaboration with Indian Missions abroad and relevant stakeholders.
The MoU also includes a commitment from LuLu Group to assist in labeling products according to the specific requirements of different importing countries, with commercial matters and applicable terms to be decided mutually.
