The AICC National Industry Group for Agribusiness (Food & Beverage) ran a series of seminars to help members and non-members alike understand how doing business in India differs from Australia.  Convenors Simon Venus, Partner from law firm Piper Alderman and Yemee Fernandes of Four Pillars Trading, presented on 'How India - Exporting Food to India'. While a large amount of advice was provided, Simon Venus focused on the three key factors for success:

• Perseverance
• Patience
• Persistence

Simon explained that these three factors can become the basis of relationships in India, which is then the key to longevity in that market. He also advised that for India, as with most other markets, it is critically important to deal with the right people.

Simon Venus gave the audience five key points about doing business with India. First, dealings are document heavy. Second, business generally takes time – more time than you might expect. Third, don’t be put off by “stretched timelines”. Fourth, in deals agree the scope and terms of fees in advance, and fifth, India is a great place, with great people to deal with – so long as you apply 'The 3Ps'.  

India can be “random” – and loving it

Yemee Fernandes said that India could be "random” and that Indians “love the random”. She told the audience: “India is authentic, real and random, so be prepared.” Yemee also pointed to India having the largest youth population in the world, which is a major attraction for food and beverage exporters. “One million Indians turn 18 each month, and this has implications for exporters of all agribusiness products.” Yemee said there is “soaring confidence” in India and rapid change, with over 650 million now having smart phones. She advised Australian food marketers to think beyond “clean and green” as a competitive advantage. “South Africa has this too, so we should be promoting just how good our food processes are.”

Her advice to marketers was to segment the Indian market, at least into north and south where there are distinct differences, but she also pointed to the macadamia industry which made inroads into India by adopting a state-by-state approach.

India 9% growth expectation

Ian Nathaniel, also from Piper Alderman, hosted the function and said the attraction of India is the size of the population and the booming young population. He quoted Bloomberg on 7 April predicting 9% economic growth for India towards the end of this decade and beyond. He said "The last ten years have seen the real growth potential of the Indian economy and it now provides an attractive alternative market to China".