The Hindu Business Line : Italian wine, pasta to tickle Indian palates soon

But undeterred by the fact that India has accounted for a miniscule 0.1 per cent of total wine exports from Italy, trends in other food items not being hugely different — the Italian Trade Commission is determined to develop the local palate for the `King' (wine) and `Queen' (pasta) of the Italian food and beverage industry.

``India is a tiny market and from the look of it, there is almost no reason to be here,'' quips Mr Maurizio Forte, Chief of the Food and Beverage Division with the Italian Trade Commission. But he is quick to add: ``But we don't stop at that. The idea is to develop the market where opportunities exist, by educating people and getting them to develop a taste for Italian wines and pasta. As a result we are looking at developing markets as China, India, Singapore, Hong Kong, Taipei and Korea.''

Total wine exports from Italy are about Euro 2.7 billion, of which India accounts for 0.1 per cent, he points out. And the situation is not vastly different for other Italian food imports into India, he adds. Nevertheless, the trade commission sees opportunities in importing not just wines, but also pasta, biscuits, cheese, olive oil and even canned tomatoes, he told Business Line.

``The reason to bring in processed food items is not just because there is a market that can be developed, but also because the import duty is lower,'' he observes. And the Italian producers will look to bring their products into the Indian market through institutional channels, such as restaurants, before taking it to the mass through retail, he added.

Meanwhile, Mr Stefano Raimondi, with the Italian Trade Commission's Wine Department, pointed out that the high import tariffs would result in wine being priced at a premium. Further, he explains, Italian wines have been making their way into the Indian market in small numbers, through other channels.

``High import tariffs result in wine being smuggled into the country and this further results in revenue loss to the Government.''

High prices also result in the trade not getting developed in India and this would have an inhibiting influence on imports, besides making it impossible to look at local production, he adds.

The Italian Trade Commission representatives were in the Capital as part of its efforts to promote its food and wine industry in India, among other things.

Article E-Mail :: Comment :: Syndication

Stories in this Section
Proper climate can boost trade with Pak: FICCI

Italian wine, pasta to tickle Indian palates soon

Report says Pak standoff, 9/11 hit hospitality trade

`Not true; it offered little value addition'

Govt offer to Essar Oil on Ratna field issue

7,000 MW addl power expected thru pvt sector

KPTCL paints grim picture of power situation

Final FCA for industry

`VAT favours manufacturing States'

Bill on service tax passed

Chhattisgarh pares sales tax on ATF