Food Manufacturing, Global Markets, News

Australian avocados enter Indian market with Brett Lee as ambassador

The representative body for the Australian avocado industry, Avocados Australia has announced its much-anticipated entry into the Indian market with cricket icon Brett Lee as their brand ambassador. 

The announcement was made at Avocados Australia’s launch trade reception held at the Australian High Commission in New Delhi India. 

During the launch of Australian avocados in India, Australia’s Deputy High Commissioner to India, Nick McCaffrey said the collaboration marks a significant milestone for both Australian avocados and the Indian fresh fruit market. 

“The introduction of Australian avocados to the Indian market signifies a promising partnership between our nations. It’s a testament to the growing bilateral ties and the potential for further collaboration in the agricultural sector.” 

Australian avocados are set to give the Indian taste buds an amalgamation of flavour, texture and nutrition. 

With Brett Lee as a brand ambassador, this launch aims to introduce a premium and healthy option to Indian households, promoting the incorporation of avocados into everyday meals and snacks.

Avocado consumption has increased in India, with global demand also witnessing a significant surge over the past decade. 

Australia produced just over 115,385 tonnes of avocados in 2022/23 and production is forecast to increase strongly over the next few years to approximately 170,000 tonnes by 2026. 

In line with this production growth, Aussie growers are committed to increased exports which are critical for the future viability of the Australian avocado industry.

John Tyas, CEO of Avocados Australia, stressed the significance of the Indian market and outlined the strategy to enhance the visibility of Australian avocados in India. 

“While competition exists, we believe our emphasis on quality, service, availability throughout the year and market support will set us apart.

“Many consumers in India are not aware of the health benefits of regular avocado consumption nor are they aware of the wide range of uses this fruit can provide in different cuisines. We intend to educate consumers on both these aspects, we can also help with consumer communication on the best approaches for fruit ripening and handling.

“India market access is a great opportunity; however, we have much to learn about this market and it will take time and effort to develop this market over the coming years,” said Tyas. 

The launch of Australian avocados in India marks a significant step in the industry’s global expansion journey, promising premium quality for Indian consumers.

Australian cricket legend, Brett Lee, expressed his excitement about the partnership, stating, 

“Throughout my journey, I have prioritized nourishing my body with good food, which is why I’m excited to combine this passion with my deep affinity for India and its rich culture. 

“I look forward to championing the exceptional taste, quality, and adaptability of Australian avocados both at home and abroad,” Lee said. 

This project has been funded by Hort Innovation, using the Avocado research and development levy and contributions from the Australian Government. 

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