Sumit Saran SS Associates
Sumit Saran, Director of SS Associates, an international food marketing firm based in Delhi NCR and the Indian representative of American Pecans-shares insights on why India has emerged as a priority growth market for the category. He discusses evolving consumer behaviour, the role of MEWA India, premium positioning, and the long-term vision to make American pecans a familiar part of Indian diets.
1.What makes India a key focus market for American pecans today?
India is one of the most important focus markets for American pecans for several reasons. First, India offers scale-very few global markets can match the level of demand potential seen here. Second, awareness around nuts and their usage in everyday foods is increasing rapidly. Finally, American pecans are uniquely positioned to meet this growing demand due to their production scale, consistent quality, and strong food safety standards. This creates a natural alignment of pecans in the Indian market.
2. How has consumer behavior changed post-COVID, and how does that benefit pecans?
Post-COVID, Indian consumers have become far more health-conscious and informed about what they eat. There is a stronger focus on nutrition, clean eating, and functional foods. Nuts are widely perceived as healthy, and this perception has only strengthened in recent years.
3. How important is MEWA India in driving awareness and education around pecans?
MEWA India is extremely important for awareness and education. It is one of the most relevant platforms where the entire value chain-from importers to distributors-comes together. Awareness around usage, formats, and consumption trends happens organically through such industry interactions. The show's continued growth highlights how essential it has become for driving long-term category development rather than just short-term visibility.
4. Pecans are often positioned as a premium nut. How do you communicate this to Indian consumers?
In India, premium does not mean inaccessible; it means quality, versatility, and value. Pecans are positioned through usage rather than just price. They are being introduced as snacks and ingredients in sweets and savoury innovative food formats. Similar to global trends like ingredient-led indulgent products-Indian consumers are open to seeing pecans as both premium and adaptable.
5. What's your long-term vision for American pecans in India?
Our long-term vision is to make American pecans a familiar and trusted part of Indian consumption habits. While formats may differ across regions and cities, the underlying openness to global trends remains consistent nationwide. With a young population, rising incomes, and increasing curiosity around food, India represents a long-term growth story where American pecans can move from niche to mainstream over time.
