Thai small and medium enterprises (SMEs) are aiming to enter the food market in Mumbai where the middle-income segment is growing fast along with the fast-rising Indian economy. But pricing of products is proving the most challenging.

Thailand’s consul-general to Mumbai has been promoting the Thailand 4.0 economy driven by innovation as a key theme to strengthen bilateral relations with India.

The Minister of Industry and Mining Subhash Desai of the western state of Maharashtra is wooing Thais to invest in the food-processing sector in the state capital Mumbai.

Ekapol Poolpipat, consul-general at the Royal Thai ConsulateGeneral in Mumbai, said the Indian market is huge and there were about 400 million people who could be classified as middle class. He believed that Mumbai was the right place for Thai SMEs to introduce their food products because Mumbai is the centre of commerce, finance and the entertainment industry. 

Wimonkarn Kosumas, deputy directorgeneral of Thailand’s Office of Small and Medium Enterprises Promotion, said that Thai companies started to enter the Indian market in the past few years and some Thai food products are available in supermarkets in Mumbai. Consumers have a positive perception about the good quality of Thai products, she said.

“We aim to promote Thailand 4.0, Thai food and Thai culture in Mumbai,” he added. Dozens of Thai vendors participated and sold their food products ranging from herbal tea to semi-ready-to-eat products.

Chonticha Tumkulu, the managing director of Ocean Five Tradeway Co.,Ltd. who sold herbal tea that could reduce sugar and cholesterol in blood, said she had high hopes of entering the Indian market after her successful foray into Ho Chi Minh City in Vietnam. 

Wimonkarn said that Thai vendors should aim at the middle to highend segment. They are unlikely to succeed in the pricing war with local producers, she warned.

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