IN A bid to boost dairy exports, a selection of premium British cheeses are now being promoted in India.
Over the next two months, shoppers in Delhi will be offered tastings in supermarkets, organised by an Indian dairy importer and supported by the Agriculture and Horticulture Development Board as part of its new export marketing programme.
AHDB head of exports Jean Pierre Garnier said: “We have chosen Delhi as the most appropriate city in India for this promotion as many shoppers there are used to international products and we already have a good market presence there.
“Obviously, we market in India mid-price products which sell at a premium against local cheese but are still affordable for a large part of the population," explained Mr Garnier.
“The Indian dairy market is the world’s largest and, although India is not yet one of our major outlets for cheese, the objective of this promotion is to support the long-term development in this country which has a huge sales potential. This promotion will also help to develop our image as a producer of tasty, high quality and sophisticated cheeses in the face of fierce competition from other European countries," he added.
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