India's black tiger shrimp to get image makeover in US

India's black tiger shrimp to get image makeover in US


The state-run Marine Products Export Development Authority (MPEDA) Monday signed a co-branding pact with American food service marketer and distributor Sysco, using its network to promote the merchandise as "Portico" shrimps.

The campaign is estimated to cost $2.3 million, of which 50 percent will be borne by Sysco.
Shrimp constitutes about 44 percent of India's total marine food product exports of $839 million. But the volumes have been declining over the last few years -- from an all-time high of $394 million in 2002-03 to $152 million in 2008-09.

Apart from declining production, the other major reason for the lower exports to the key markets like the US has been poor branding.

"Once the Indian black tiger brand is established, exports of other products will also get a major boost," said MPDEA chairperson Leena Nair.

Liked the story?

  • 0

    Happy
  • 0

    Amused
  • 0

    Sad
  • 0

    Frustrated
  • 0

    Angry