Top Made in the Cape agricultural produce and South African consumer brands made a major mark in India on 3 and 4 October as part of Wesgro’s strategic expansion into one of the world’s fastest-growing retail markets.
Hosted across selected Freshpik and Gofresh stores—premium retail divisions of Reliance Retail—the two-day activation in Bengaluru brought top-tier Western Cape exports directly to Indian shoppers. Featuring tasting stations, live culinary demonstrations, and high-profile influencer engagements, the showcase gave local consumers an authentic taste of the Cape.
High-Impact Engagement and Agricultural Focus
A major drawcard for the campaign was South African cricket legend Jonty Rhodes, who joined the activations to engage shoppers, sample local exports, and draw crowd interest to the showcased products.
Among the featured brands were Carmién Tea, Amka’s Clere, Nando’s, and Ina Paarman’s, displayed alongside premium South African citrus. Delivered in partnership with the Citrus Growers’ Association of Southern Africa (CGA), the initiative forms part of a concerted push to increase South Africa’s agricultural presence in India.
Amy Grundling, Market Access Liaison at the CGA, pointed out the vast untapped potential for local growers: “India currently accounts for only around 2% of South African citrus exports, highlighting the significant opportunity that remains to be unlocked. Through our ‘Beautiful Country, Beautiful Fruit, Exceptional Taste’ campaign, strengthened by our partnership with Wesgro, we are building consumer awareness and positioning South African citrus for long-term growth. However, tariffs of 25–30% remain the biggest hurdle to realising the market’s full potential.”
Scalable Market Access
The Bengaluru event marks an evolution of a initiative that began in Mumbai through Wesgro’s Made in the Cape Buyers’ Programme. By partnering directly with Reliance Retail, Western Cape exporters gain a structured, credible pathway into India’s vast consumer base.
Avinash Tripathi, Senior Vice President & Business Head of Freshpik & Fresh Signature at Reliance Retail, emphasized the value of the collaboration: “Indian consumers are increasingly looking for distinctive, high-quality products from origins they can trust. Our partnership with Wesgro gives them access to the best of the Western Cape, while giving South African exporters a credible route into one of the world’s largest retail markets. What began in Mumbai has now grown to Bengaluru, and we look forward to scaling this collaboration further.”
Economic Context and Broader Strategy
The trade mission directly aligns with Western Cape export growth trends. Provincial exports expanded significantly from R160.9 billion in 2021 to R219.7 billion in 2025. Unlocking high-growth Asian markets is viewed as essential to maintaining this trajectory.
Wesgro CEO Wrenelle Stander noted: “India represents one of the most significant growth opportunities for Cape Town and the Western Cape… As part of our strategic focus on unlocking access to new markets, this mission is about building partnerships at scale, working with system-scale partners to open doors, expanding market access for Western Cape businesses and showcasing the region’s world-class products and capabilities.”
US Mission Targets Market Access and Tariff Relief for Western Cape Agri-Exporters
Dr Ivan Meyer, Western Cape Minister of Agriculture, Economic Development and Tourism, stressed that diversification into India generates direct commercial benefits for the province, supporting investment, skills development, and rural job creation across the agricultural value chain.
The mission also included targeted business matchmaking, the SA-India Trade, Investment & Tourism Showcase, and strategic meetings with South Africa’s Consul-General in Mumbai, Mr. Gideon Labane, ensuring long-term commercial momentum.