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It’s all yellow

Turmeric trials: DiasporaCo hopes for a yellow brick road to India

India exported $236 million worth of turmeric last year. And most of it was the highest quality of turmeric produced in the country, reserved for exports. US-based DiasporaCo, which has been dipping into India’s export pool, now wants to bring high-quality turmeric into Indian kitchens

24/12/19

Sindhuri Nandhakumar

For a country obsessed with 'haldi', a lot of the yellow powder that makes its way into Indian kitchens is sub-standard

DiasporaCo sold 10 tonnes worth turmeric in the US, sourced directly from Indian farmers. It now wants to sell in India

But Indian markets are price sensitive. And DiasporaCo is currently selling turmeric in the US at almost 60X the price in India

Even to enter India’s niche markets—say a Nature’s Basket or Reliance Fresh—the company will have to sort out pricing

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Turmeric or haldi is an essential ingredient in most Indian cooking. And now, the Indian diaspora is taking it to foreign markets.

And they’re lapping it up.

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