For Export…When and What Product Does It Really Want?

Business Situation; AgroCell Foods, Jaipur has set up a modern vegetable dehydration unit to produce Dried Ginger Slices and Ginger Powder. Mr. Alok, could not sell much traders preferred purchasing whole dried ginger rather than processed like slices and powder due to adulteration scare.

Believing there could be a better opportunity overseas, he asked his son Ajay to visit Dubai and meet importers and distributors. After returning, Ajay found himself even more confused. Every distributor seemed to have a different opinion about the market.

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Mr. Anil Sharma, Ex Head International Business for FMCG Company. 12 years of experience in Middle East food distribution.

"My advice is simple. Meet as many distributors as possible. The more people you meet, the clearer the market will become. Good export business is built through relationships and continuous market visits."

Mr. Sameer Mehta; Food Processing Company Owner 22 years of experience in processed food business. 

Separate distributors according to the businesses they serve. A spice wholesaler, a food manufacturer, a hotel supplier and a health food retailer may all look at dried ginger very differently. Before asking whether they will buy, first understand who buys which form of ginger, why they buy it, and what value they expect from it."

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Reflection; Whose thinking comes closest to your own? If you were advising Mr. Alok, what additional suggestion would you make before he decides which ginger products to promote in Dubai. 

Mentor's Reflection; Personal meetings and market visits remain essential for building international business. Understand the different buying situations, customer segments and value expectations. Often, one product serves several markets, but each market buys it for a different reason.

Understanding different buyers is often more valuable than meeting more buyers.