In recent years, the blueberry sector in India has seen substantial growth, driven by rising consumer demand, technological advancements and government support, says Shubha Rawal, Head of Sourcing, IG International. “Having identified significant market opportunities, the Ministry of Agriculture and Farmers Welfare has recognised the commercial value of various exotic fruits in demand across the world, including blueberries. The Ministry has therefore directed state horticulture departments to increase the areas under cultivation of these fruits.”

Rawal says that in the case of blueberries, the quality of the crop in India has improved due to the use of new cultivation techniques and research. “Over the last five years, Indian farmers and entrepreneurs have been adopting the cultivation of exotic and high-value fruits such as blueberries. According to industry experts, these fruits are up to 50% more profitable than traditional local fruits. Technological advancements, including the adoption of new cultivation techniques and research, have helped improve both yield and quality. As a result, domestic production of blueberries has increased, reducing the country’s dependence on imports. Blueberries have also gained popularity among Indian consumers and are more widely available in supermarkets or e-commerce outlets.”

Indian-grown blueberries are even reaching European markets at times, Rawal explains. “Indian-grown blueberries are mainly destined for the domestic market, but there is also increasing interest in exports. Most blueberries are sold in local markets, including APMC wholesale markets across India, making them accessible to consumers in both large and small cities. As for the export market, Indian blueberries are mainly sent to the Middle East, South-East Asia and occasionally to Europe. These regions have shown interest in Indian-grown blueberries, especially for the approved varieties, which are competitively priced compared to those in Western countries. However, the volume of blueberry exports remains limited compared to domestic consumption.”

IG International has launched its own brand of blueberries, which is gaining ground in several export markets. “The main export markets for our home-grown blueberries, marketed under the brand ‘Berry On’, are in the Middle East and South-East Asia. The largest destinations in the Middle East include the UAE, Oman, Qatar, Kuwait and Saudi Arabia, while in South-East Asia, our blueberries are mainly exported to Singapore and Malaysia. For the period 2023-2024, the total export volume of our blueberries reached 101.240 trays, equivalent to 151.860 kilograms. In these markets, our blueberries enjoy strong demand, as they are approved varieties, well received thanks to their competitive price and superior quality compared to imports from other countries. Growing awareness of their health benefits, combined with attractive packaging, has boosted the popularity and demand for ‘Berry On’ blueberries.”

According to Rawal, blueberry production in India continues to grow, and there is still scope for improving the yield of the existing acreage. “In recent years, the acreage under blueberry cultivation has seen significant growth, driven by the increasing demand for high-quality blueberries grown domestically. Our extensive farms cover around 180 hectares in Madhya Pradesh, of which 120 hectares are currently under production. This land is carefully managed to produce around 1.000 tonnes of blueberries per year, enabling us to meet the needs of the domestic and international market. Our aim is to utilise the entire 180 hectares in the coming years and increase production further.”

Rawal emphasises that the blueberry harvest season coincides with a period of reduced availability of the fruit. “One of our key strategies to maximise market potential has been to harvest from December to May. By timing our harvest with a period when global blueberry production is low, we ensure that ‘Berry On’ blueberries occupy a prime position in the market, both domestically and internationally. Our modern packing facilities also contribute to this, allowing us to effectively meet the growing demand for our blueberry brand without lowering quality standards. Looking ahead, we are committed to continued growth and innovation, with plans to expand both our acreage and production volumes in response to the growing appetite for blueberries. With ‘Berry On’, the aim is not just to expand acreage, but to secure the future of blueberry growing by focusing on quality, sustainability and market leadership.”

IG International has learned a lot about blueberry cultivation through partnerships with international growers. “One of our challenges was to overcome the lack of knowledge and experience in blueberry cultivation, as it is a fairly new crop in India. To achieve this, we partnered with international blueberry grower Mountain Blu Australia. This partnership gave us access to their licensed varieties and invaluable technical know-how. We also invested in training our farmers, sharing best practices and cultivation techniques, which helped us improve productivity and quality.”

IG International does not only trade in blueberries, it also offers other types of berries. “For strawberries, the season is also expected to be favourable, as productivity in many regions of India has improved thanks to the implementation of better cultivation practices and access to new varieties. Other berries, such as raspberries or blackberries, are also expected to perform well thanks to the growing interest in these fruits and their adaptability to various climatic zones in India. However, difficulties in ensuring consistent quality could affect production to some extent. Overall, berry cultivation in India is set to experience significant growth, with a notable focus on quality, expansion of cultivated area and greater market access. We are optimistic that the coming season will further consolidate India as a key player in the global berry market,” concludes Rawal.