In a bid to secure more export orders, an Indian horticultural company hopes a new concept will change perceptions around the quality of the South Asian country's bananas. At www.freshfruitportal.com, we caught up with INI Farms general manager Kalpesh Khivasara to discuss emerging markets for the company's branded Kimaya bananas, and the art of winning the hearts and minds of importers.

Khivasara explained one of the most challenging aspects of marketing superior quality Indian bananas was altering ther views of some importers and consumers who in the past have deemed Indian bananas substandard, which has made firming up export deals extremely difficult.

INI is eyeing new markets in Europe and is generally promoting the virtues of its Kimaye range, which supplies bananas and pomegranates. The company works with farmers, controls production and oversees accreditation for export and GlobalG.A.P. certification. These aspects form the company’s unique selling points in India, a country with huge banana-growing and supply potential.

"We have big plans for our bananas. We're already shipping bananas to the U.A.E., Oman, Iran and Qatar and are talking to customers in a couple of other Middle East nations," Khivasara said.

"The product has been received well in each market and we have repeat orders coming in. The biggest challenge for exporting Indian bananas is the negative perception of many importers who deal in Indian bananas.

"This is because no Indian exporter has shipped good quality banana consistently over a long period and we are trying to change this perception."

INI Farms is also adding to its network of banana plantations all of the time with a long-term goal to compete against rival suppliers in the leading banana growing countries of Latin America and the Philippines.

The Kimaye bananas are grown in the Narmada Valley in Gujarat and the company offers year-round production by paying higher than average premiums to growers, with the goal of securing high quality fruit from reliable farmers on a regular basis.

"We are growers and not traders. The control on the production ensures we grow and ship consistent quality throughout the year," Khivasara added.

"We have received positive feedback from all of our customers and they appreciate our uniqueness as being a grower and shipper.

"As the quality standards become more stringent world over, we expect the growers and importers to interact closely in the future."

Branded pomegranates

Meanwhile, INI Farms is putting together repeat orders for its Kimaye pomegranates, with more than 90% of its clients re-ordering the fruit.

"The reaction has been excellent. We are still shipping pomegranates to the Middle East. We had a decent season in Europe as well as South East Asia this year. We have plans of shipping pomegranates throughout the year.

"We are looking at Russia and South East Asia to import higher volumes this year."

Kimaye pomegranates are also supplied to Indian retailers including Bharti Retail, Metro and Walmart.

www.freshfruitportal.com