Market Opportunity - India

Canada's agri-food and seafood exports to India were valued at C$1.2 billion in 2016. Top exports were dried peas, lentils, canola oil, chickpeas, and non-durum wheat.

Video transcript

[Indian themed music starts.]

[The video opens a view of the Taj mahal in the morning in India. A red bar appears from the left. The title of the video appears on the bar.]

Text on screen: Canadian Agri-Food Trade Commissioners

[The text disappears and is replaced by new text.

Text on screen: Market Opportunity Mexico

Voice of Parthiban Muthukumarasamy: India has a large population, has 1.3 billion people.

[The red bar, text and image disappear from the screen as the Taj mahal image dissolves to pan of map of India with a magnified glass in the foreground]

Three hundred million of that are middle class people...

[Cut to slow motion shot of people walking on a street in India.]

[Cut to a shot of Parthiban Muthukumarasamy. He is standing against a white background and speaking slightly off camera.]

...and by 2025, India will be...

[Cut to time-lapse of traffic on a busy sea side street in Mumbai India.]

... third largest economy in the world.

[Cut to a shot of Parthiban.]

Text on screen: Parthiban Muthukumarasamy, Trade Commissioner

My name is Parthiban Muthukumarasamy. I am the Agriculture Trade Commissioner posted in High Commission of Canada in New Delhi, India.

You can call me Parthi for short.

[Indian themed music fades out.]

[Fade to black]

[Different upbeat Indian themed music fades in.Fade up to video of city shot from high above hills. Cut to time-lapse of local Indian Market at night]

[Cut to animation of globe turning with networking links moving from one country to another.]

Text on screen: Trade Opportunities

Canadian companies have tremendous opportunity in India...

[Cut to a large cargo vessel on the sea. Then layering over the ship are close up images of a soy stalk, the yellow flowers of a canola plant, barley, mustard, and oat plants.]

...to export pulses, canola, malting barley, mustard, flax, and oats.

[Cut to shot of Pathiban.]

In addition, Canadian companies can also look for opportunities...

[Cut to two farmers interacting with each other while using a digital tablet in a field with dairy cows]

... in animal genetics...

[Cut to dairy cows eating in barn.]

...agriculture machinery,

[Cut to dairy cows attached to milking machinery.]

...and technology transfer.

[Cut to milk turning in large holding tank. Cut to large passenger airplane flying over head]

Text on screen: Canadian Specialty Products

Indians are travelling a lot more now than before,

[Dissolve to close up shot of a plate of gourmet food being garnished with a purple floral herb]

...so they are exposed to foreign cuisines,

[Cut to shot of a chef mixing herbal ingredients in a small silver bowl]

... specialty products from all over the world,

[Cut to close up of several long metal skewers covered in different types of meats cooking over a charcoal barbeque.]

... and they are willing to taste new products,

[Cut to Indian chef fanning the charcoal barbeque]

and they're able to afford...

[Cut to pan across several colourful spices on display at a market.]

... specialty products that are much better quality...

[Cut to a shot of Parthiban]

... and that are unique in certain way. So certainly there is good opportunity for Canadian specialty products and gourmet products.

[Cut to time-lapse of large fork lifts moving cargo at t shipping port]

If you want to export processed food products into India,

[Cut to areal view of large city in India.]

Text on screen: Start in Large Cities

...you would obviously target the large cities first,

[Cut to another areal shot of a different city in India]

... try to gain market share in those large cities,

[Cut to sunset shot of Taj Mahal]

... such as New Delhi, Mumbai, Bangalore, Calcutta,

[Dissolve to shot of subway system in India]

... and then expand slowly to the tier two cities,

[Dissolve to Indian man on bicycle in the countryside.]

...and then to the rural areas.

[Cut to shot of Parthiban]

So your first focus is the large cities that have huge population.

[Cut to shot of Indian City Street with motorcycles and other transportation.]

Text on screen: Tier Two Cities

[Cut to another city street in India with lots of people and traffic]

India has come up with a new policy on developing the tier two cities. They call them smart cities.

[Cut to pan of several apartment complexes being constructed.]

So they have plans to develop a hundred smart cities in the next three to four years.

[Dissolve to aerial shot of large populated city]

And these cities present a huge opportunity because...

[Dissolve to another aerial shot of a very populated city surrounded by mountains]

... it is growing at a rapid pace than the other part of India.

[Dissolve to Indian market with colourful stalls and people carrying baskets on their heads Cut to a very lush rural landscape shot of a tea field in India.]

Text on screen: Products in Demand

India's a large agriculture exporter themselves.

[Cut to women working in tea field.]

They produce a lot of commodities...

[Dissolve to close up of three women's hands holding tealeaves.]

...and they trade a lot of commodities.

[Cut to shot of Parthiban.]

The two things they need,

[Cut to close up of soy seeds falling into large bin of seeds.]

...that are in demand in India are pulses...

[Cut to pan of hand taking a bottle of vegetable oil off a shelf in a grocery store.]

...and vegetable oils.

[Cut to shot of Parthiban]

So Canada has both to offer.

[Cut to cargo train in rural India going by.]

Text on screen: Challenges

The challenges you will face in India is...

[Cut to fork lift moving large cargo containers on train]

...the high duties and tariffs.

[Cut to shot of Parthiban.]

And also you need a lot of patience if you need to work with India, and build trust with the partners and importers.

Trust is very critical in India.

[Cut to two businessmen in the countryside looking at a laptop]

My advice to the Canadian companies is to partner with local importers...

[Cut to tilt down from sky to wheat field]

…that have good logistics, that understands the regulations,

[Cut to close up of maple syrup being poured into a bottle in a factory]

…that understands the market. That includes both...

[Cut to India woman shopping in grocery store.]

Text on screen: Kirana

...the modern stores and the small kirana, mom and pop stores.

[Cut to shot of lush tiered crops in Indian countryside]

And they're able to cover the breadth...

[Cut to aerial shot of a large India city at night]

...and length of the country.

[Cut to a shot of earth from space, zooming quickly into the country of India]

[Cut to time-lapse of busy street in India]

The market could be overwhelming for some Canadian companies.

[Cut to shot of Indian cityscape with water and boats in foreground]

It's a large country...

[Cut to slow motion of many people walking on sidewalk in busy city]

with 29 different states, several languages,

[Cut to close up of beautiful smiling Indian woman]

...several cultures,

[Cut to close up of Indian cuisine being stirred and cooked in a frying pan]

... and several food habits.

[Cut to a table with several different types of Indian cuisine on it.]

So for a Canadian company that is new,

[Cut to Indian woman dancing and man drumming on beach at sunset.]

...they need to focus on understanding the culture, understanding the market,

[Cut to time-lapse of crowd of people in the evening at the Ganges River, India]

and it takes time...

[Cut to time-lapse of India Gate in New Delhi at night]

...to adapt to India.

[Cut to shot of Parthiban.]

We provide market intelligence, market information, and connect Canadian companies to the right partners in India to do business.

[Cut to white background.]

Text on screen: Tradecommissioner.gc.ca

[The text on screen changes.]

Text on screen: Contact Us Today

[Cut to the animated Canada word mark]

Text on screen: (c) Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2017)

[Indian themed music fades out.]

[Fade to black.]

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