Citrus Australia says Indian market needs at least 5 years of relationship building

Of course, Citrus Australia is encouraging growers to think about building relationships in the Indian market. We produce plenty of citrus and more to come.


But it was such a thrill to learn that their CEO, Nathan Hancock (pictured), believes at least a 5-10 year strategy is required.


INTO INDIA has been saying for years – India is for the long-term relationship builders and Citrus Australia is heading the right way.

He has told the industry they might need to accept a lower price just to build this relationship – and then there could be opportunities for price increase.

He rightly says India wants to buy “safe and healthy” food – and Australia has this reputation.


Citrus Australia has been looking at the potential for mandarins – I would too, and one target could be the millennials (age 21-37) who are more open to experimenting with foods.

Author: Stephen Manallack

Former President, Australia India Business Council, Victoria and Author, You Can Communicate; Riding the Elephant; Soft Skills for a Flat World (published by Tata McGraw-Hill INDIA); Communicating Your Personal Brand. Director, EastWest Academy Pty Ltd and Trainer/Speaker/Mentor in Leadership, Communication and Cross Cultural Communication. Passionate campaigner for closer western relations with India. Stephen Manallack is a specialist on “Doing Business with India” and advisor/trainer on “Cross-Cultural Understanding”. He is a Director of EastWest Academy Pty Ltd which provides strategic advice and counsel regarding business relations with India. A regular speaker in India on leadership and global communication, his most recent speaking tour included a speech to students of the elite Indian university, Amity University, in Noida. He also spoke at a major Federation of Indian Chambers of Commerce and Industry (FICCI) global summit, the PR Consultants Association of India in Delhi, the Symbiosis University in Pune and Cross-Cultural Training for Sundaram Business Services in Chennai. He has visited India on business missions on 10 occasions and led three major trade missions there. He provides cross-cultural training – Asia and the west.

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