International Conference on Moringa – the super food

Trade Promotion Council of India participated in the International Conference on Moringa, The Super Food – Research Status, Scope & Way Forward in Periyakulam, Tamil Nadu. The three day conference hosted eminent luminaries, who shared their thoughts on how stakeholders can improve market penetration for moringa in the domestic and international market. 

Trade Promotion Council of India participated in the International Conference on Moringa, The Super Food – Research Status, Scope & Way Forward in Periyakulam, Tamil Nadu. The three day conference hosted eminent luminaries, who shared their thoughts on the SuperFood Moringa, which has seen a surge in demand owing to its nutritional and industrial value globally, especially post-pandemic. 

The panel of speakers included government officials, academicians, researchers, Vice Chancellors, research originations like ICAR, scientists,  representatives from NABARD, and industry promotion bodies. Few of the prominent names included Dr T. Arumugam, Dean, Horticulture Tamil Nadu Agriculture University (Horticulture College & Research institute), Periyakulam, Abu Becker, Nrich Group, Canada, Dr M Natchimuthu, Chairman IMRO, etc.

Ashok Sethi, Director, Trade Promotion Council of India represented TPCI and chaired a session on the second day of the event. He spoke on the ‘Present scenario of Moringa in global trade & role of national and international agencies in promotion of Moringa trade’. He especially highlighted the role of TPCI in export promotion of agri products.

During his presentation, Mr Sethi stressed on the importance of a detailed action plan that encompassed organizing and participating in food and health & trade  fairs, exhibition with booths at national and state level annual events such as Indusfood, organizing virtual webinars and outreach campaigns through mainstream and social media highlighting the health and cosmetic benefits of Moringa for wider outreach; and tying up with various national and state bodies, especially for focused promotion through dedicated positioning and schemes.

He also suggested submitting proposals of demand to various states and for promoting organized cultivation of prioritized medicinal plants such as Moringa through consolidated farm holding and establishing primary processing and marketing infrastructure to capitalize on the gain.

He enumerated how TPCI could support in the promotion of Moringa trade which included steps like;

Ø  Mounting focused BSMs (Buyer-Seller Meets) in traditional and new markets overseas.

Ø  Target a few potential markets as a first step by following the 80:20 Rule: Target 20% of the market, which yields 80% of our business.

Ø  Organise a dedicated section for Moringa traders during the next edition of Indusfood. A focussed targeting of the right F&B target Audience. 

Ø  Focused investment promotion in the Moringa Sector from interested stakeholders for strengthening the backward and forward linkages.

Ø  Stakeholder meetings, knowledge sessions and market intelligence reports.

Ø  Capacity building for packaging to strengthen the product appeal and also meet international standards.

Ø  Marketing and listing of product in the international market

Mr Sethi opined that the Middle East & Saudi Arabia are potential markets to be targetted immediately, as this region is giving huge importance to health products and has also been a traditionally strong market for India. Besides, large retail chains have dedicated a section of the store for organic/health food. He stressed that the organized sector of FMCG retail, has around 50% of market share and Indians dominate this sector. Furthermore, best of the facilitation is available with international banking, physical proximity & excellent logistics management along with the ease of doing business.                           

He also invited the participants to visit and participate in the ensuing edition of Indusfood, which is being organised by TPCI under the auspices of Ministry of Commerce and Industry, GOI, since 2018. Indusfood he said is the most comprehensive F&B marketplace in the South Asia region, showcasing F&B products, F&B processing, and packaging technology.