Lulu Group explores large-scale sourcing from Meghalaya to boost global market presence for organic and GI-tagged produce

CORRESPONDENT

SHILLONG: Global retail giant Lulu Group International is exploring large-scale strategic sourcing from Meghalaya, signalling a significant push to promote the state’s organic and Geographical Indication (GI)-tagged agricultural produce in international markets. An eight-member delegation, led by Salim M.A., Director of Global Operations, recently visited the state for a series of high-level engagements aimed at building long-term trade partnerships and strengthening global value chains for Meghalaya’s agri-products.

The visit follows the signing of a Memorandum of Understanding (MoU) between Lulu Group International and the Meghalaya State Agricultural Marketing Board (MSAMB) in November 2023 during World Food India in New Delhi. The MoU was facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA). Over the past two years, MSAMB has actively facilitated the export of GI-tagged Khasi Mandarin, Pineapple, and Ginger via both air and sea routes.

During their visit, the delegation held an official meeting with Meghalaya Chief Minister Conrad K. Sangma, Minister of Agriculture and Farmers’ Welfare Dr. Mazel Ampareen Lyngdoh, and senior departmental secretaries. The discussions focused on expanding global market access for Meghalaya’s produce, increasing farmer incomes, and upgrading the export infrastructure essential for long-term success.

Chief Minister Sangma assured the delegation of full government support to maximize the potential of the partnership. He emphasized the importance of leveraging Meghalaya’s unique agro-climatic conditions and traditional farming practices to build a strong brand identity in international markets.

“Our focus is on ensuring maximum efficiency with the investments we make, so that the volume of products reaching international markets continues to grow,” said Sangma. “As a government, we are fully committed to this partnership. Meghalaya is an agro-based society, and our produce—especially GI-tagged and organic varieties—is unique to this region. These products have immense potential, and we are determined to take them to global platforms.”

He added, “We are seeing significant growth in production, organic certification, and farmer collectivization. A great deal of groundwork is already in motion, and we are building on that momentum to ensure long-term gains for our farmers.”

In recent years, the Government of Meghalaya has undertaken several innovative initiatives to establish direct export channels for the state’s distinctive agricultural products, especially those with GI tags and certified organic status.

In a pioneering move last year, the state facilitated the first-ever direct export of GI-tagged Khasi Mandarin to Dubai via air cargo from Guwahati Customs, bypassing conventional routes such as Mumbai’s seaports and airports. This marked a breakthrough in agri-export logistics, ensuring faster and more efficient transportation of high-value, perishable produce. Building on this success, direct exports of pineapple consignments were also initiated, with Air India Cargo handling shipments directly from Guwahati.

These interventions reflect the state government’s strong commitment to enhancing export infrastructure and reducing turnaround times for both farmers and international buyers. To date, Meghalaya has successfully exported over 13 metric tons of GI-tagged Khasi Mandarin and 10 metric tons of Pineapple to markets in the Middle East.

Further boosting Meghalaya’s international footprint, the state successfully dispatched its first-ever sea shipment of 15 metric tons of organic ginger to Dubai in March 2025. This was facilitated by MSAMB in collaboration with the Eastern Ri-Bhoi Organic Farmer Producer Company. The shipment showcased the scalability, traceability, and global competitiveness of Meghalaya’s organic value chains.

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