South African sources say trade dynamics in India have created new opportunities for South African apples and pears.
Changing trade dynamics have helped to create a favourable window for South African apples and pears in India led by the South African full red Gala, BigBucks, sold under the Flash Gala brand.
“When American red apples became less available due to tariffs, it opened the door for Flash Gala to gain ground,” said Calla du Toit, chairman of the BigBucks Growers’ Association.
“In just six years, South Africa’s Flash Gala apple brand has grown from a market test to a breakout sensation in India,” said Du Toit. It now accounts for more than 54 per cent of the brand’s global exports.
“With over 700,000 cartons shipped to India this season alone, Flash Gala has solidified its place as one of the most sought-after apple brands on the subcontinent,” he noted.
With South Africa and India commencing free trade deal discussions, it is expected that trade tariffs will be further reduced, bringing more impetus to South African apple and pear exports to the subcontinent.
Perhaps one of Flash Gala’s most significant impacts is how it has opened the door for other South African fruit.
“Before Flash Gala, we only sold Royal Gala in India,” said Louis du Toit, marketing manager at Dutoit Agri. “We are now successfully selling Granny Smith, Pink Lady, and Top Red apples, as well as pear varieties like Forelle, Packham’s Triumph, and Cheeky. Flash Gala helped to create an appetite for South African produce.”
Calla du Toit said Flash Gala has elevated the entire category.
“There are 1.6bn people in India, and not all of them have tasted a Flash Gala yet. We must keep exposing new consumers to the brand through ongoing promotional experiences,” he said.
It seems that Flash Gala is a perfect match for the Indian market. It is also clear that the more apples from the US, because of tariffs, struggle to access the Indian market, the faster the South African range of apples and pear will grow.
In 2023 South Africa became the largest Southern Hemisphere supplier of apples, a signpost to the country’s success in India and elsewhere in Asia.
“Compared to countries like Chile, our shipping time to India is about three weeks shorter,” said Louis du Toit. “Our time zone and language compatibility make it easier to work with Indian importers and retailers.”
Tru-Cape’s marketing director, Conrad Fick, said strategic promotions laid the groundwork for growth: “We began with displays and giveaways in wholesale markets. Now, we’re shifting our focus to reach consumers directly through social media and influencers, and next we will be working on expanding Flash Gala’s retail presence in India.”
Chanré Raal, commercial manager at CoreFruit, reiterated the enthusiasm received from Indian clients for Flash Gala.
“Flash Gala ticks every box for Indian consumers — it’s juicy, sweet, and visually stunning. Our clients come back year after year asking for more. The demand is especially strong for larger sizes, and the brand practically sells itself,” said Raal.
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