Interview with Mr. Sumit Saran, In-country marketing representative for chilean walnuts

An exclusive interview with Mr. Sumit Saran, In-country marketing representative for chilean walnuts

We are honored to have Mr. Sumit Saran with us today, serving as the In-country Marketing Representative for Chilean Walnuts. With an extensive background in international marketing and a keen focus on promoting Chilean walnuts in the global market, Mr. Saran brings a wealth of experience to our discussion.

His role involves navigating the complexities of the nut industry, understanding consumer preferences, and implementing strategic marketing initiatives to showcase the excellence of Chilean walnuts. Let’s delve into Mr. Saran’s insights and expertise to gain a deeper understanding of the nuances of marketing these nutritious gems in a highly competitive environment.

Can you start by telling us a bit about yourself and your background in the marketing field, especially in relation to agricultural products?

Sumit Saran: I have extensive experience in introducing and promoting a variety of international food products in India since the market opened up in 2000. My focus is on marketing and promotion, representing multiple global marketing boards.

Notably, I led the international foods division for the Future Group for five years, overseeing the introduction of imported products like Washington apples, dresser pears, and walnuts in Big Bazar and Food Hall. My expertise lies in 20 years of exclusive involvement in the marketing of international foods in India.

What unique challenges and opportunities do you see in promoting premium walnuts from Chile in the Indian market?

Sumit Saran: Firstly, Chile stands out as a premier walnut producer globally due to its unique geography. Positioned as a linear country in South America, surrounded by the Atacama desert, the Pacific Ocean, the Andes mountain range, and the Patagonia ice fields, Chile functions as a quasi-phytosanitary island.

This isolation minimizes pests, reducing the need for extensive spraying and resulting in exceptionally high-quality walnuts and other products. Secondly, being in the southern hemisphere, Chile complements the market by supplying walnuts when northern hemisphere countries like India, the US, and California aren’t producing.

The counter-seasonal advantage allows us to introduce fresh walnuts into the Indian market during festivals like Diwali, as Chile’s harvest in April-May precedes the northern hemisphere’s. Thirdly, the southern hemisphere harvest aligns well with India’s festival calendar, with walnuts arriving in August and peaking in quality around January-February.

This synchronization with festivals, spanning from Independence Day to Raksha Bandhan, Dashara, Diwali, Christmas, and New Year, optimally boosts consumption.

Could you share some of the key marketing strategies you have implemented to promote the Chilean walnuts in India?

Sumit Saran:  Our primary focus has been promoting the concept of counter-seasonal freshness. Rather than positioning Chilean walnuts against those from other countries, we emphasize their unique quality. Our tagline, “clearly the lightest and clearly fresh,” underscores the distinct light color and counter-seasonal freshness of Chilean walnuts. This strategic marketing approach highlights the product’s individual attributes without direct comparison to others in the market.

What insights can you provide about the preferences and expectations of Indian consumers when it comes to imported premium nuts like Chilean walnuts?

Sumit Saran:  In the wake of the pandemic, there’s a notable shift towards healthier eating, and Chilean walnuts, being a premium choice, are gaining significant consumer attention. The market has witnessed substantial growth, with volumes doubling over the past year. With two months still remaining in the current year, we’ve already surpassed 50,000 metric tons compared to last year’s 26,000 metric tons.

This surge is attributed to the increasing recognition of Chilean walnuts for their quality, especially as they enter the market when Indian walnuts are not in season, eliminating competition from other high-quality varieties during that time.

How do you manage the distribution channels for Chilean walnuts in India ensuring the steady and reliable supply to meet the market demand?

Sumit Saran:  As a trade association, Chile Nut, our role does not encompass trading, buying, selling, or distribution. Instead, we collaborate with importers and distributors who operate within India, a significant global consumer of dry fruits. The well-established distribution channels, primarily centered around ports like Mumbai and extending to Mudra and other western ports, facilitate the domestic supply chain managed by importers and distributors.

It’s important to note that our focus remains distinct from distribution activities; we serve as a coordinating entity for Chile’s trade interests.

Are there any plans for targeting special specific regions or demographics to increase penetration?

Sumit Saran: Certainly, our efforts are concentrated on tapping into the substantial potential present in small and medium-sized cities in India. While there’s been increased awareness in metropolitan and tier-one cities, we recognize significant untapped opportunities in reaching consumers in tier-two and tier-three cities.

Our future focus involves regionalizing our campaign efforts; presently conducted in English, we aim to expand into various Indian languages to enhance our outreach.

Have you conducted any market research specific to the Indian audience to tailor your marketing efforts

Sumit Saran: Indeed, we conduct annual internal research to assess distribution and awareness, shaping our strategy for the upcoming year. Reflecting on our journey, the volume growth is remarkable. For instance, in 2017, Chile supplied approximately 600 tons of walnuts.

Fast forward to 2023, and we’ve witnessed a substantial surge, currently supplying 50,000 tons. This exceptional growth, from 600 to 50,000 tons, underscores the success of our endeavors.

So how do you position Chilean walnuts as a premium product in the market Indian market?

Sumit Saran:  Chilean walnuts are distinguished by their premium look and feel, aligning with the “Clearly Fresh, Clearly Lightest” campaign, a registered trademark. Notably, across various retail outlets and dry fruit e-commerce platforms, Chilean walnuts are consistently positioned as the premium choice within their category.

What is your success tips for the young and aspiring entrepreneurs?

Sumit Saran: When considering success, I find it crucial to emphasize that while there’s immense energy and ambition among the youth, it’s essential to delve deeply into the chosen subject rather than seeking quick success. There’s no substitute for a thorough understanding of the product, learning globally and adapting it to India.

Success is a long journey, and shortcuts often lead to challenges. My key advice is to prioritize both speed and direction—running fast is important, but it must align with a clear and thoughtful direction. Rushing in the wrong direction can lead to complications, so a balance of speed with a well-defined direction is critical for sustained success in business.

In closing, we extend our sincere gratitude to Mr. Sumit Saran for sharing his invaluable insights into the world of marketing Chilean walnuts. His role as the In-country Marketing Representative illuminates the meticulous efforts and strategies required to position a product successfully in international markets.

Mr. Saran’s wealth of experience and dedication to promoting Chilean walnuts serve as an inspiration for those navigating the intricate landscape of global marketing. We appreciate his time and expertise in shedding light on the unique challenges and opportunities inherent in promoting this nutritious delight.

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