A high-level delegation from Lulu Group International, led by Salim M A, Director of Global Operations, visited Meghalaya to explore sourcing partnerships and strengthen international market linkages for the state’s distinctive agricultural produce. This visit follows a Memorandum of Understanding (MoU) signed between Lulu Group and the Meghalaya State Agricultural Marketing Board (MSAMB) during World Food India 2023 in New Delhi, facilitated by APEDA.
Over the past two years, MSAMB has actively facilitated exports of Geographical Indication (GI)-tagged produce such as Khasi Mandarin, Pineapple, and Ginger, using both air and sea routes. Building on this momentum, Lulu Group’s delegation engaged in discussions with Meghalaya Chief Minister Conrad K. Sangma, Agriculture Minister Dr Mazel Ampareen Lyngdoh, and senior officials to deepen collaboration in agri-export infrastructure, farmer income generation, and global brand positioning.
Chief Minister Sangma reaffirmed the government’s full support for the partnership, highlighting Meghalaya’s unique agro-climatic conditions and organic cultivation traditions. “We are investing with precision to maximise impact. Our produce is special to this region and has strong potential in global markets. The groundwork has begun, and we’re building long-term gains for our farmers,” Sangma stated.
Meghalaya has recently emerged as a key agri-export hub from India’s Northeast, driven by bold initiatives to connect farmers to global markets directly. First, the state enabled direct air cargo exports of GI-tagged Khasi Mandarin to Dubai from Guwahati, bypassing traditional routes via Mumbai. This was followed by pineapple consignments handled by Air India Cargo and, more recently, a 15 MT sea shipment of organic ginger dispatched to Dubai in March 2025 through a partnership with the Eastern Ri-Bhoi Organic Farmer Producer Company.
To date, over 13 MT of Khasi Mandarin and 10 MT of Pineapple have reached Middle Eastern markets, reinforcing the state’s growing reputation for high-quality fresh produce.
Complementing these efforts, a delegation of eight progressive farmers and officials from the Department of Agriculture and Farmers’ Welfare visited Dubai from March 16–18, 2025. The exposure visit offered insights into international trade practices, packaging, pricing, and consumer expectations. Farmers interacted with buyers at Aweer Market, participated in a product showcase in Sharjah, and saw their produce displayed alongside top brands at Lulu Hypermarket, Silicon Oasis.
These initiatives mark a strategic push by the Government of Meghalaya to embed its farmers into global value chains. With support from global retail partners like Lulu Group, the state aims to create sustainable, premium market opportunities while elevating Meghalaya’s status in the international organic and GI-certified agri-produce space.