Made-in-India cashew in West Asia by March

Commerce ministry gives nod for brand promotion.

The Union commerce ministry has approved a brand promotion campaign for value-added "Made in India" cashew being launched in the West Asian market by March end.

The campaign, mooted by Cashew Export Promotion Council of India (CEPCI), involves a financial assistance of Rs 1.5 crore by the ministry. The campaign has been approved under the market development assistance (MDA) programme of the commerce ministry. An equal amount is contributed by CEPCI.

The campaign is aimed at developing new markets for the India-made valued- added cashew kernels.

At present, CEPCI is in the process of listing cashew exporters to participate in the programme. As many as 12 exporters, including three from Karnataka, have already come forward to participate in the campaign.

The programme will be initially launched in the United Arab Emirates and subsequently extended to other West Asian countries in phases.

Said Walter D'Souza, chairman, CEPCI, "Our aim is to sell at least 20 per cent of cashew exported from India in the value-added form and marketed under the Made in India brand. This is now possible as more and more cashew processing plants in the country are adopting ISO, HACCP and the latest ISO 22K Food safety standards. The Indian brands are on par with best of the brands in the world."

The move to sell branded cashew is a part of CEPCI's Vision 2020 plan. Under this programme, cashew exporters will launch value-added cashew such as roasted, salted, spice and chocolate-coated under different brand names with a seal of approval from CEPCI. They will also be available with vanilla, mango and honey coatings.

As of now, almost 99 per cent of cashew exports are blanched cashews (plain cashew kernels), which is a raw material for the international/ MNC consumer brands for salting, roasting and packing with value addition of about 150-200 per cent, D'Souza said.

Through this programme, CEPCI expects to generate an additional export turnover of over Rs 350 crore from West Asia in the next three years. The UAE alone is likely to take Rs 50 crore worth of exports. At present, India exports Rs 220 crore worth of cashew to West Asia, D'Souza told Business Standard.

Under the programme, members will be offered a financial assistance at the rate of 50 per cent of the cost of approved activities in the UAE. Exporters have to register a minimum increase of 20 per cent in export to the market as a result of the promotion campaign, to be eligible for grant-in-aid, D'Souza said.

The exporters will also be eligible to get a financial assistance for hiring shelf space in departmental stores and supermarket chains for display of the branded cashew kernels, undertaking publicity for Indian brand of cashew kernels through electronic and print media and conducting product launch events.

Free sampling of Indian brand cashew kernels during important consuming seasons will also be eligible for such assistance, he added.

Based on the success of this initiative, CEPCI will extend the scheme to Europe and the US, the two major markets for Indian cashew, D'souza said.

BRANDISHING

The brand promotion, mooted by Cashew Export Promotion Council of India (CEPCI), involves a financial assistance of Rs 1.5 crore by the commerce ministry

The campaign has been approved under the market development assistance programme of the ministry

CEPCI expects to generate an additional export turnover of over Rs 350 crore from West Asia in the next three years

At present, India exports Rs 220 crore worth of cashew to the region