WELLINGON: New-Zealand-based Zespri International Ltd is all set to launch its Kiwifruit under the brand name Sungold in India soon. The company has planned to launch initially in tier-2 and tier-3 cities with Mumbai topping the list by the end of May 2015.
Speaking to FnB News, Rithesh Bhimani, market development manager, Zespri International, says, “We are looking forward to tap the market initially in tier-2 and tier-3 cities due to its faster growth in the country on a wider aspect for the Kiwifruit, for its own reasons,” adding that Mumbai was expected to receive the first shipment of imported Kiwifruit containing 5,120 trays per container in the first week of May, this year.”
“As part of the marketing strategy, we are already selling around 600 pieces a day targeting women and kids in particular and aiming at competitive prices against green,” he points out. The price of Kiwifruit was only 30-35 per fruit that makes it cheaper than imported apples. However, he was reluctant to reveal the overall investments.
Explaining the importance of the fruit, Bhimani said that it was seven times nutritious than apples and thrice in terms of vitamin C than an orange. He highlighted several other health benefits such as natural sweetness of the fruit, richness in fibre and vitamin C and low glycemic index.
“We are more focussing on taste and health benefits such as vitamin C and we are also trying to commercialise many types of Kiwifruit in Singapore,” he adds and mentions that 80 per cent of the fruit was commercialised through street vendors and the remaining 20 per cent through modern retail.
Not only this, the company is eyeing for more growth in huge volumes as it had witnessed 24 per cent growth for FY-14, 15, while the growth sales touched 38 per cent within a short span of time.
Further, in his talk stressing on the reasons to realise the importance of Kiwifruit, he indicated the company’s extensive sampling with street vendors and stores and tie-ups with corporate sector.
Interestingly the company is also involved in conducting regular training programmes with the aforesaid categories in order to strengthen the distribution system and regular timely supply of fruits in the market.
