By Lucía Goñi
New Delhi, Apr 18 (EFE).— As international trade ties undergo a major realignment, shaped by tensions between the United States, China, and Europe, India is emerging as a high-potential market for Spain’s economic interests.
In this global chessboard, gastronomy is more than just flavor, turning out to be a strategic instrument for cultural and commercial diplomacy.
This idea came to life at a recent event — “Spain: A Land of Taste” — hosted by the Economic and Commercial Office of Spain in New Delhi.
It was clear that the challenge goes beyond exporting olive oil or wine: it’s about winning over discerning Indian consumers who are deeply attached to their own rich culinary traditions.
A Market That Opens Slowly Lucía Paternina, the chief counselor at the Spanish trade office, told EFE that Spanish products are still carving their niche in India, despite some solid footholds.
“In olive oil and olives, we are the leading exporter to India — number one,” she said. “But these are still small markets with a lot of room to grow.”
According to the Bilateral Report from Spain’s Ministry of Agriculture, Fisheries and Food, Spanish agri-food exports to India totaled 91 million euros in 2023, a 2.1 percent increase over the previous year.
However, overall product exports dropped 13.1 percent, suggesting a shift toward fewer, higher-quality or higher-priced goods.
This reflects a growing demand for gourmet products, led by olive oil (40 million euros), followed by olives, which are projected to see consistent demand growth of 4.2 percent between 2024 and 2030.
Paternina noted that despite this growing interest, awareness of Spanish products remains limited. “We need to keep working across all sectors to raise Spain’s profile, culturally, economically, and commercially.”
India Takes a Seat at the Table
Companies like Borges India and Chenab Impex, which import and market Spanish products, have spent over a decade introducing items such as olive oil, olives, jams, and vinegars into Indian households, with encouraging results.
“There’s a growing curiosity about new flavors and different cooking styles,” said Priyanka Sudan, marketing director at Borges India, highlighting that Spanish and Indian diets are not as different as they might seem.
While most sales still come through the HORECA sector (hotels, restaurants, and catering), which accounts for 70 percent of distribution, retail sales, through supermarkets and popular e-commerce platforms like Swiggy and Big Basket, are catching up at 30 percent.
A Paella in New Delhi
Living the culinary diplomacy firsthand is chef Álex Rodríguez, who runs ‘Sevilla,’ one of the few Spanish restaurants in New Delhi. After just a few months in the capital, he has already seen a shift.
“At first, it was tough, but the Indian community has responded quite well,” he said.
Still, navigating taste preferences isn’t always easy. “Indians love spicier food. They want me to add spices to paella, which I refuse, of course,” he said with a smile.
From his terrace restaurant catering to affluent locals, expats, tourists, and business travelers familiar with Spanish cuisine, Rodríguez remains optimistic.
“Spanish food has a future here. Maybe not immediately, but in four or five years — definitely.”
Olive Oil Equals Health
Sudan also pointed out similarities between the two cuisines: “People in Spain eat balanced meals. Eggs, bread, rice, legumes. So do we.”
The key difference, she said, is the type of cooking oil. But after the COVID-19 pandemic, health awareness has grown. “People are more conscious now. They are moving toward healthier diets and lifestyles.”
Anil Chandhok, director of Chenab Impex, agreed. “Spanish food is absolutely delicious, and it’s becoming trendy worldwide,” he said. In India, though, “it’s just beginning. There are a few restaurants, but it needs a lot more push.”
The challenge is twofold: getting the products to the market and getting people to love them. But, like any great recipe, success lies in the right mix of patience, perseverance, and a dash of adaptation. EFE
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