Mark­fed’s ex­ports take a hit as loses flavour abroad

Hindustan Times (Chandigarh) - - PUNJAB - Gur­preet Singh Nib­ber

CHANDI­GARH:PUN­JAB’S mar­ket­ing co­op­er­a­tive Mark­fed has lost ex­port or­ders of sar­son da saag, dal makhni, ra­jmah, murab­bas, pick­les, mus­tard oil, and pre­mium bas­mati rice by 28% to var­i­ous coun­tries, par­tic­u­larly the United King­dom, Aus­tralia, Qatar and UAE.

The rea­sons range from change in im­port pol­icy and ban on cer­tain prod­ucts in some of these coun­tries to dis­tri­bu­tion hic­cups in oth­ers.

The to­tal ex­port of Marked’s canned range of ready-to-eat items came down from 101 con­tain­ers (worth ₹14 crore) in 2016-17 to 72 (worth ₹10 crore) in 2017-18.

Among all, the ready-to-eat Sohna brand saag prod­ucts took the max­i­mum hit, with or­ders com­ing down from 20 lakh cans to 15 lakh cans.

“Our dis­trib­u­tor in Dubai (UAE) used to cater to the Qatar mar­ket. Last year, Qatar banned im­ports through third coun­tries to make di­rect im­ports. Now, we have roped in a dis­trib­u­tor in Qatar to deal with the new sit­u­a­tion,” said a Mark­fed of­fi­cial.

Mark­fed’s ex­port or­ders to Dubai fell from 54 con­tain­ers in 2016-17 to 31 in 2017-18. Dur­ing the same time, Aus­tralian or­ders came down from 18 to 4 con­tain­ers while in the UK it fell from nine to six con­tain­ers.

As per fig­ures, ex­ports ma­jorly suf­fered dur­ing the Jan­uary-march quar­ter in 2017-18, dur­ing which Mark­fed shipped just a sin­gle con­tainer to Aus­tralia and 12 to Dubai.

“We are go­ing for dam­age con­trol and I hope we will fill the gap,” said ad­di­tional chief sec­re­tary (co­op­er­a­tion depart­ment)

REA­SONS RANGE FROM CHANGE IN IM­PORT POL­ICY AND BAN ON CER­TAIN PROD­UCTS IN SOME COUN­TRIES TO DIS­TRI­BU­TION HIC­CUPS IN OTH­ERS

DP Reddy.

In Aus­tralia, Mark­fed’s agent failed to man­age dis­tri­bu­tion and as the sale fell he re­duced the price. Since the UK banned im­port of milk prod­ucts, Mark­fed stopped ex­port of saag and dal makhni since they are cooked in milk-based prod­ucts. To deal with this, Mark­fed has de­cided to use re­fined oil for tadka in saag and dal.

JINGLES TO PRO­MOTE DESI PROD­UCTS ABROAD

To woo the desi cus­tomers abroad, Mark­fed is plan­ning to en­ter tie-ups with ra­dio sta­tions in the UK, the mid­dle-east, Canada and Aus­tralia to play its jingles to pop­u­larise the Sohna brand of sar­son da saag and dal makhni. To re­cover the losses, the co­op­er­a­tive also plans to ven­ture into south and west In­dian mar­kets. It plans ex­pand the list of ready-to-eat prod­ucts to Gu­jarati curry, poha and upma.

Once the on­go­ing regis­tra­tion of Mark­fed’s can­ner­ies and ex­port in­spec­tion is over, it plans to ex­port honey to the UK and other Euro­pean coun­tries. It also plans to in­tro­duce pulses and spices to the Un-spon­sored kitchens in the strife-torn mid­dle-east.

HT FILE

Saag tins be­ing read­ied for ship­ping in a Mark­fed can­nery at Chuhar­wali vil­lage near Ja­land­har.

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