Frutas de Chile carries out first promotional campaign in the state in premium retail chain MagSon
The Chilean kiwifruit industry has carried out its first-ever promotional campaign in Goa as it continues to expand its presence in the Indian market.
Between 10 July and 10 August, Frutas de Chile, with the support of ProChile India, held in-store activities in ten premium MagSon supermarkets to introduce the fruit to new consumers.
Jorge Loyola Castro, ProChile’s Commercial Attaché in India, commented: “Goa represents a major opportunity for Chilean exporters, as it combines high purchasing power, a strong international tourism presence, and consumers who value premium food products”.
Charif Christian Carvajal, marketing director for Asia and Europe at Frutas de Chile, said India is becoming an increasingly important market for Chilean fruit. “We see great potential for Chilean kiwifruit among consumers seeking products that combine flavour and nutrition,” he stated.
“Through initiatives like this, we aim to bring Chilean kiwifruit closer to local consumers, showcase its versatility, and strengthen Chile’s reputation as a reliable supplier of high-quality fresh fruit.”
Annual exports of Chilean kiwifruit to India have risen from 700 tonnes to 16,000 tonnes over the last ten years. According to Carlos Cruzat, president of the Chilean Kiwifruit Committee, volumes are projected to double over the next decade through an orderly expansion into various Indian cities.
“The core objective is to match the increase in volume with organic growth in local demand, positioning Chile as a reliable and highly competitive supplier,” he said.
To achieve this goal, promotional campaigns will focus on expanding market reach and using digital marketing – specifically social media and influencers – to showcase the health benefits of the fruit.
Abhijeet Patole, head of buying and merchandising at MagSon, commented: “We are proud to introduce premium Chilean kiwifruit to the Goa market through our stores for the first time. Chilean fruit is globally recognised for superior quality, excellent flavour, high food safety standards, and sustainable farming practices. This collaboration addresses the growing demand for quality imported products and strengthens trade ties between India and Chile”.
In 2025, the country ranked as the third biggest market for Chilean kiwifruit exports, with shipments totalling US$31mn. This was a 47 per cent increase on the previous year.
