PR for Export-Driven Food & Agriculture Brands: How to Approach India (2026)
What commodity boards and CPG brands need to know before entering the Indian market
India is not a short-term export win, but it is one of the most strategically important food and agriculture markets in the world. With a population of more than 1.4 billion, a rapidly expanding urban middle class, and evolving food habits, India represents a long-range opportunity for commodity boards and food brands willing to invest in the right PR, education, and market-entry strategy.
India is a net agricultural exporter, yet imports of consumer-oriented food products are rising steadily, particularly in categories such as tree nuts, fruits, specialty ingredients, and premium packaged foods. For export-driven organizations, PR in India is less about immediate volume and more about credibility, category leadership, and future demand creation.
Why India Matters for Export-Driven Brands
India’s total agricultural imports exceed USD $25 billion annually, even as the country remains a net exporter overall. Within that, consumer-oriented food imports are estimated at roughly USD $2.5 billion, with strong growth in:
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Tree nuts (India imports roughly 90 percent of what it consumes)
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Fresh fruit (imports exceeding USD $1 billion annually)
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Premium and value-added packaged foods for urban consumers
An estimated 400 million consumers now make up India’s urban middle class, driving 10–15 percent annual growth in premium, packaged, and imported food categories.
Did you know? India sources an estimated 90 percent of imported fruit through traditional roadside stalls and kirana stores, yet platforms like BigBasket now work with more than 28,000 farmers to supply organic and premium foods at near-conventional prices—illustrating how digital platforms are bridging deeply traditional food systems with modern retail expectations.
Strategically, India also influences food trends and trade relationships across South Asia, the Middle East, and parts of Africa, making it a key reputation market for global commodity boards.
How Indian Food Culture Shapes PR Strategy
Food in India is inseparable from culture, religion, and regional identity. There is no single “Indian consumer,” which makes generic export messaging ineffective.
Key cultural dynamics to account for:
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Regional diversity dominates Vegetarianism is prevalent in many regions, while others have strong meat or dairy traditions. Messaging must adapt to local cuisines, ingredients, and eating occasions rather than rely on national narratives.
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Festivals drive food demand Diwali gifting, regional festivals, and religious holidays play a major role in seasonal purchasing, especially for sweets, nuts, oils, and premium ingredients.
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Health is rooted in tradition Ayurveda and traditional wellness concepts influence consumer perceptions. While interest in protein, digestive health, and functional foods is rising, claims must be carefully substantiated and culturally contextualized.
PR that educates and respects these nuances consistently outperforms promotional brand storytelling.
Retail & Grocery: Fragmented, but Rapidly Evolving
India’s grocery market remains one of the most fragmented in the world, with modern retail and e-commerce growing alongside deeply entrenched traditional channels.
Channel
Role in the Market
Kirana stores
~88–90% of food sales, especially staples and fresh
Modern retail
Reliance Retail (3,000+ stores), DMart value-focused formats
E-commerce / q-commerce
BigBasket, Blinkit, Swiggy Instamart driving urban growth
For exporters, this means:
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Distribution stories matter as much as brand stories
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Pilot programs through e-commerce or premium modern retail often precede wider adoption
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PR should highlight supply reliability, scalability, and local relevance, not just product features
Regulation: A Core PR Consideration
India’s regulatory environment directly shapes what can be said publicly.
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FSSAI (Food Safety and Standards Authority of India) oversees food safety, labeling, and claims.
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All food imports require FSSAI licensing and FoSCoS registration.
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Proposed front-of-pack warning labels for high sugar, fat, or salt foods are under active discussion.
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Advertising restrictions for HFSS foods, particularly those targeting children, are tightening.
PR materials must reflect FSSAI-compliant language, evidence-based claims, and clear ingredient transparency to maintain credibility.
Media, Experts, and Authority
India’s media ecosystem is vast, but influence varies by audience.
Key media channels
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Business and trade: The Economic Times, Mint, Business Standard
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Food and ag trade publications and policy outlets
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Digital platforms covering food tech, sustainability, and supply chains
Expert voices matter High-trust contributors include:
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Nutrition scientists affiliated with ICMR and NIN Hyderabad
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Registered dietitians working with hospitals and food companies
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Well-known culinary educators such as Sanjeev Kapoor, who bridge tradition and modern food culture
For commodity boards, expert-led education and technical storytelling consistently outperform influencer-led campaigns.
Trade Shows and In-Market Touchpoints
India’s trade calendar provides anchor moments for PR and stakeholder engagement.
AAHAR (New Delhi) India’s largest food and hospitality trade show, attracting 100,000+ visitors, including importers, distributors, government officials, and foodservice operators. For many exporters, AAHAR is the primary platform for:
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Launching category education
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Hosting buyer briefings
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Generating trade and media coverage
Aligning PR, research insights, and education with AAHAR significantly amplifies impact.
What a India-Ready PR Toolkit Should Include
Export-focused organizations benefit from a tailored toolkit that reflects India’s complexity:
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Regionally adaptable messaging rather than a single national narrative
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FSSAI-aligned claims and labeling language
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Educational materials for importers, distributors, and foodservice buyers
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Visuals that reflect Indian cooking formats and usage occasions
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Translations or summaries in Hindi or key regional languages where appropriate
6 Seeds Consulting builds these toolkits by integrating research, regulatory awareness, and PR strategy from the outset.
Story Angles That Work in India
High-performing narratives include:
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Ingredient education and culinary adaptability
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Nutrition and functionality framed within regulatory guidance
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Festival-driven gifting and seasonal usage
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Farmer-to-farmer sustainability and supply resilience
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Long-term partnership and market commitment
These angles support both media credibility and trade adoption.
Why PR Matters in India’s Next Growth Phase
As India’s food system modernizes and digital discovery accelerates, PR plays a foundational role in shaping how categories and suppliers are understood.
For export-driven food and agriculture organizations, PR supports:
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Credibility with regulators, buyers, and policymakers
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Visibility in trade and category conversations
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Long-term positioning in one of the world’s most influential future food markets
6 Seeds Consulting helps commodity boards and food brands navigate India through integrated PR, marketing, and research programs designed for complexity, scale, and sustained impact.
