Chilean kiwifruit eyes India expansion

Writing and reporting by Macarena Bravo.

The Chilean kiwifruit sector is experiencing explosive growth. Following deep disease impact in 2012, the Andean country posted a 16 export bump this season. The outlook comes as young orchards enter full production and producers consolidate investments to enhance fertilization, management, and productivity. 

Now, Chilean kiwifruit growers have their eyes set on India. The populous South Asian nation provides an optimal consumer base, and the Latin American industry is hoping to double its shipment volumes over the coming decade.

Image by Shutterstock

According to the Kiwifruit Committee at industry body Frutas de Chile, this strategy aligns with growth projections for overall national fruit production, which is forecasted to increase by 55 percent by 2030 and 135 percent by 2035.

Committee President Carlos Cruzat explained to FreshFruitPortal.com that sustained efforts to promote kiwifruit in India over the past decade have resulted in "super orderly" and "consistent" growth.

Chilean kiwifruit’s second coming to India

The latest phase of the sector’s India strategy is predominantly focused on expanding presence beyond major urban centers such as Delhi and Mumbai. The plan is to reach additional cities and build new consumer segments, Cruzat said.

In line with this goal, the organization launched a promotional campaign across a supermarket chain catering to higher-income consumers, featuring point-of-sale activations, and social media marketing. The executive explained that the campaign centered on the health benefits of kiwifruit, while also highlighting flavor and ways to integrate the fruit into daily diets.

"Market building happens year by year, and that’s what we are working to achieve: expanding the construction of that market," he noted.

Competition remains hot

But Chile is not the only one eyeing this interesting market, and the kiwifruit industry leader pointed out that the country’s expansion in India is taking place amid intensified Southern Hemisphere competition. 

"New Zealand will begin operating under lower tariffs next year, which could increase pressure on that market," he said.

Image by Shutterstock

Despite the fierce competition, the committee president explained that the market is big enough to have different origins to complement available supply. 

"India receives Northern Hemisphere fruit primarily from Iran, along with some volumes from Europe, particularly Italy, and Greece," he explained.

Cruzat stressed that Southern Hemisphere supply can help boost overall kiwifruit awareness and consumption in India, rather than simply creating direct competition among suppliers.

"That complementarity can, and we hope will, drive up demand," he said.

Logistics: The primary challenge

One of the main obstacles to expanding the Chilean kiwifruit market into new Indian cities is logistics and fruit preservation.

Transit from Latin America to India can take roughly 60 days from packing to arrival, making ideal temperature and storage conditions during transit critical.

Cruzat emphasized that reaching new urban hubs demands tighter coordination among exporters, importers, and logistics operators.

"Targeting a premium consumer segment requires more effort because you have to manage many fine details with the importer to ensure the fruit arrives in optimal condition," he explained.

Work carried out this season included measures ranging from fruit segregation at the orchard level to identifying the most suitable ocean freight conditions.

Chilean kiwifruit shipments to the market are currently in the final stretch of the season.

*Images are referential via Shutterstock.

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