India bowled over by Australian avocados

This article was developed in collaboration with Avocados Australia

Did you know that if just one per cent of the Indian population purchased an Australian avocado each year, there would be demand for 15 million additional avocados annually?

This month, the official entry of avocados into the Indian market was announced at Avocados Australia’s Launch Trade Reception held at the Australian High Commission in New Delhi in India.

This exciting collaboration marks a significant milestone for both Australian avocados and the Indian fresh fruit market. Reputed for their superior quality and health benefits, Australian avocados are set to give Indian taste buds an amalgamation of flavour, texture and nutrition. With Brett Lee as a brand ambassador, this launch aims to introduce a premium and healthy option to Indian households, promoting the incorporation of avocados into everyday meals and snacks.

The avocado market in India is gaining momentum. Avocado consumption has increased in India, with global demand also witnessing a significant surge over the past decade. Avocado is a healthy addition to all diets and is particularly perfect for those eating vegetarian diets.

The Australian avocado industry is growing rapidly, Australia produced just over 115,385 tonnes of avocados in 2022/23 and production is forecast to increase strongly over the next few years to approximately 170,000 tonnes by 2026. In line with this production growth, Aussie growers are committed to developing new overseas markets such as India. Increased exports will be critical for the future viability of the Australian avocado industry.

Avocados Australian chief executive officer John Tyas said industry is excited to bring the exceptional taste and nutritional benefits of Australian Hass avocados to India.

“We are excited to bring the exceptional taste and nutritional benefits of Australian Hass avocados 10 months a year to the diverse Indian market. With our focus on exports and a commitment to quality and service, we are confident that we will establish a robust presence in India,” Mr Tyas said.

“Members of the Australian avocado industry are forging trusted and enduring relationships with Indian stakeholders and these relationships will underpin the success of Australian avocados in India. A range of efforts are underway to solidify our commitment to this market, including trade missions, resources about avocado handling and monitoring, in-store activities to target consumers, and of course our new brand ambassador, Brett Lee.”

Leveraging data for market access

Phytosanitary data developed by Australian scientists in collaboration with the avocado industry, in a project funded by Hort Innovation, has enabled market access to India. This has increased sales and profitability for Australian growers while diversifying export markets beyond Hong Kong, Singapore and Malaysia. 

Phytosanitary requirements are a key barrier to the export of avocados from Australia to countries such as India. Although the export of avocados has increased in recent years, the market has been limited, mainly to Hong Kong, Singapore and Malaysia. Producers are actively seeking to establish new markets. 

Delivered through Hort Innovation using industry levies and funds from the Australian Government, some of Australia’s top scientists partnered with the avocado industry to develop phytosanitary data demonstrating that the health and safety of Australian Hass avocados is in line with India’s import requirements. Research involved rigorously applying treatments to avocados to prove they are pest and disease free with no impact on quality.

Market access will significantly increase for Australian avocado producers, reducing issues of oversupply and increasing profitability of operations. India has a fast-growing economy, with a fast uptick of purchasing and demand - therefore, market demand for Aussie avocados may increase further in the future, increasing sales for growers.

In March 2023, Australian and Indian governments issued a joint statement welcoming the finalisation of market access for Hass avocados. The new export market is estimated by the industry to have a market value of $25 million.

Bolstering industry’s export capability

To support growers and exporters in supplying overseas markets with high-quality Australian avocados, Hort Innovation invests grower levies and Australian government contributions into a market access and trade development program.

Delivered by Avocados Australia, the project is tasked with bolstering industry readiness, knowledge and technical capabilities around export, and delivering work to improve and maintain international market access. Specifically, the project supports the role of Export Development Manager Flora Zhang who works to help avocado growers take advantage of existing, new and emerging export opportunities.

The program has fostered collaboration between Australian avocado growers, industry, and export markets to develop new markets for the strong domestic supply of Australian avocados. This has been developed through education initiatives that have equipped industry with the knowledge of how to export goods effectively, build relationships with stakeholders domestically and internationally, and offers support services for the development of export-oriented businesses.

Brett Lee going into bat

One of the world’s fastest and most iconic bowlers, former Australian cricketer Brett Lee, is taking Australian avocados to consumers in India, supported by Hort Innovation’s international marketing program, funded through grower levies.

Now an international cricket commentator, businessman, author and philanthropist, Mr Lee is spruiking the attributes of avocados on various media platforms in India.

As the new avocado ambassador, Mr Lee is delivering positive messages about Australian avocados, sharing their virtues in terms of taste, nutrition and versatility. Light-hearted in its approach, the campaign features Mr Lee in the orchard, in the kitchen and at home relaxing. His genuine love of avocados is at the heart of the campaign to encourage consumption at all mealtimes.

Hort Innovation chief executive officer Brett Fifield said the cricketer is the perfect match for the Australian Avocados marketing campaign in India.

“Brett Lee needs no introduction to our target audience in India,” Mr Fifield said.

“He is something of an icon there, where in addition to his cricketing exploits, he starred in a Bollywood movie, wrote and recorded a popular song and has appeared on numerous prime time television talk shows."

“Who better to prompt our Indian consumers that Australia is best when it comes to avocados, and what perfect timing given the Australian Government’s announcement last year that Australian Hass avocados can be exported to India.”

Mapping the Indian supply chain

To complement these steps forward in gaining entry for avocados into India, Australian growers are set to gain insights into the journey of their produce to India, with the aim to maintain quality and boost trade in the high-value market.

Commissioned by Hort Innovation and delivered by KPMG Australia, researchers will map the supply chain of horticultural products exported to India, identify the main opportunities and challenges, and recommend strategies to enhance the position of Australian products in the market.

The research is funded through a Federal Government Agricultural Trade and Market Access Cooperation (ATMAC) grant awarded to Hort Innovation, with the aim of getting more Australian produce to consumers around the world.