The Agricultural and Processed Food Products Export Development Authority (APEDA), an arm of the ministry of commerce, signed a memorandum of understanding (MoU) with retail major Lulu Hypermarket LLC to boost exports of agricultural products to the Gulf Cooperation Countries (GCCs).
With the MoU, APEDA would promote Indian agricultural products, including millets, across the GCC as the LuLu Group International (LLC) has its presence across the GCC, Egypt, India and the Far East.
The LuLu Group is the fastest-growing retail chain in the Middle East and Asia.
The MoU will also facilitate promotional activities for APEDA’s scheduled products with the LuLu Hypermarket retail chain. As per the MoU document, Lulu Group will actively promote and showcase a wide range of items in APEDA basket of agricultural and processed food products in their retail outlets.
Lulu Group will allocate a dedicated shelf space (special sections or aisles) to display APEDA’s products prominently.
As part of the initiative, APEDA and LuLu Group will engage with consumers through interactive events, sampling/tasting campaigns, season-specific campaigns for fruits and vegetables, new product launches and the promotion of products from Himalayan/Northeastern states.
The MoU also stated that APEDA and LuLu Group will jointly work to explore opportunities to facilitate the export of agriculture products through its international network of stores, helping India to expand the reach of its agriculture products to wider markets.
LuLu Group will provide its assistance in the labelling of products according to the requirements of different importing countries, the MoU said, adding that both parties would mutually decide the commercial matters and applicable terms.
