I write to you from my home in Bandra, Mumbai, surrounded on the streets and in the stores, by lots
of Christmas decorations. While these decorations remind me of Christmas celebrations in New Zealand, I also have to remember that most things about life and work in India, are very different to those in New Zealand. That’s why organisations like INZBC and NZTE, amongst others, are so important in bridging the gaps between the two countries.
I was in New Zealand recently with an NZTE colleague, Daljit Kohli, from Mumbai, talking about market research we’ve recently had completed, on how we can better market food and beverage products to the top-end Indian consumers. You can find the detailed results of this research on the NZTE website ie. www.nzte.govt.nz. INZBC and PwC very kindly hosted an event in Auckland where Daljit and I took many of your members through the results. This research has all been about bridging the gap between how you might market and sell F&B products in NZ to how you need to do it in India. To many of you brought up in India, or having worked here, the results may be pretty obvious. But to those of us new to the Indian market, these insights could be invaluable in saving NZ companies lots of time, money and frustration.
Oddly enough, after a year of living in Mumbai, the research helped to explain why my family and I almost exclusively buy everything on the street now, like the locals. Don’t get me wrong, supermarkets and on-line retailing are coming very quickly to India, but it will take many years, if ever, for habits of centuries in how people buy their food, to change.
On behalf of our NZTE Mumbai team Daljit, Sreedhar and Irfan, and my Trade Commissioner colleague Jane Cunliffe, and Sudha and Neera in New Delhi, I would like to wish you and your families a very happy Christmas and prosperous New Year. Year 2016 is already looking to be a busy one for our team in India, with more trade missions planned and lots of cricket in store with the T20 World Championship and Test series later in the year between New Zealand and India. We look forward to continuing our relationship with INZBC. Our best wishes for 2016.