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APEDA to make use of river names as branding for Indian agri merchandise


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As a part of its promotion technique for agri exports, the Agricultural and Processed Meals Merchandise Export Improvement Authority (APEDA) proposes to make use of river names as tag line and branding for Indian agri merchandise.

APEDA is figuring out agri merchandise that may be sourced from the Gangetic, Brahmaputra, Cauvery and Godavari river basins, amongst others, throughout the nation.

“We’ve got a superb variety of distinctive and distinct agri and meals product vary, merchandise particular to areas, states and geographical indication (GI) too. APEDA intends to advertise and create a distinct segment market and branding of those distinctive merchandise. Actually, we intend to advertise river as a tag line and model for promotion of Indian agricultural and meals merchandise. We wish to determine our merchandise with the manufacturing centres,” M Angamuthu, Chairman, APEDA, advised Enterprise Line on the sidelines of Agriculture Day organised by Hubballi-based Deshpande Basis.

“We’ll work out a scientific technique the place your entire nation will probably be coated. Promotion of pure and vegan merchandise additionally presents uniqueness and id to producers and farmers as an entire. Worth-added and diversified product promotion will probably be APEDA technique to strengthen worth chain administration,” Angamuthu mentioned.

Pitching to abroad eating places
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He mentioned GI-tagged agri merchandise had been receiving a very good response in abroad markets. “Final 12 months we exported over 101 GI-tagged merchandise and retail chains had been eager to show them,” he mentioned.

Angamuthu mentioned APEDA can also be working with Indian eating places to advertise agri exports. “There are over 1.5 lakh devoted Indian eating places abroad. We intend to advertise our agri product by means of Indian eating places, not solely to our Indian diaspora but additionally your entire world,” he mentioned.

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As of 2022, India exports agri merchandise to over 200 international locations as in comparison with 150 about 10 years in the past. India, which is at the moment the eighth largest exporter of agri merchandise, goals to be among the many prime 5 by 2030, he mentioned.

The exports of agri merchandise monitored by APEDA grew 16 per cent to $17.435 billion throughout April-November within the present monetary 12 months, in comparison with $15.072 billion in the identical interval final 12 months. APEDA exports stood at $24.74 billion throughout 2021-22.

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