APEDA and LuLu Group Sign Landmark MoU to Boost Agricultural Exports

The Agricultural and Processed Food Products Export Development Authority (APEDA), an agency under the Ministry of Commerce in the Government of India, has taken a significant step towards boosting agricultural product exports to the Gulf Cooperation Countries (GCCs). To achieve this goal, they have entered into a Memorandum of Understanding (MoU) with Lulu Hypermarket LLC, a prominent global retail giant. The signing of the MoU occurred on November 3, 2023, during the World India Food (WIF) event in New Delhi, with the presence of Shri Abhishek Dev, Chairman of APEDA, and Mr. Yusuf Ali MA, Chairman-cum-Managing Director of the LuLu Group.

The primary objective of this MoU is to promote the "Brand India" on a global scale, with a particular focus on enhancing the presence of Indian agricultural products, including millets, across the GCC region. Lulu Group International (LLC), the retail powerhouse involved in this partnership, has an extensive footprint in the GCC, Egypt, India, and the Far East, boasting 247 LuLu stores and 24 shopping malls. Notably, the LuLu Group is recognized as the fastest-growing retail chain in the Middle East and Asia.

Under the terms of the MoU, APEDA will engage in promotional activities for its scheduled products within the extensive retail chain of LuLu Hypermarket. This includes active promotion and showcasing of a wide array of products from APEDA's agricultural and processed food product portfolio in LuLu Group's retail outlets. To ensure the visibility and prominence of these products, a dedicated shelf space or special sections will be allocated within LuLu Group's stores.

Furthermore, this collaboration between APEDA and LuLu Group will involve various interactive events aimed at engaging consumers. These events may include sampling and tasting campaigns, seasonal promotions for fruits and vegetables, new product launches, and the promotion of products originating from Himalayan and North Eastern States, as well as organic products.

In addition to the broader MoU, APEDA has also facilitated the signing of separate MoUs between Lulu Group and entities such as Arunachal Pradesh Marketing Board, Sher-e-Kashmir University of Agricultural Sciences & Technology, Jammu, and Meghalaya Agricultural Marketing Board. These additional agreements are specifically designed to boost export potential from the Himalayan and North Eastern states.

The combined efforts of APEDA and LuLu Group through these promotional activities aim to raise awareness among consumers in the destination countries regarding the benefits of Indian ethnic, unique, and Geographical Indication (GI)-tagged agricultural products. This collaboration is not only about promoting products but also actively seeking feedback from consumers to improve the offerings.

The MoU also outlines a commitment to explore opportunities for facilitating the export of agricultural products through LuLu Group's international network of stores, effectively expanding the global reach of Indian agricultural products and improving accessibility for consumers worldwide.

Additionally, both APEDA and LuLu Group will work together to implement export-oriented promotional initiatives, such as Buyer-Seller meets (BSM), R-BSMs/B2B meetings, trade fairs, and road shows in association with Indian Missions abroad and relevant stakeholders. The partnership extends to assistance in labeling products to meet the specific requirements of different importing countries, with commercial matters and applicable terms decided mutually by both parties.