REPORT ON SIAL -2012 HELD AT SAO PAULO, BRAZIL FROM 25 TH -28 TH JUNE 2012 Submitted By Dr ANAND R M.Sc., M.Phil., Ph.D., MBA., PGDCA., Scientist-B, QEL, Guntur ACKNOWLEDGMENT It gives me boundless pleasure in expressing my humble and sincere thanks to Dr A Jayathilak IAS., honorable chairman, Spices Board, Govt. of India for given me an opportunity to exhibit Indian spices in SIAL 2012-The Latin American Food Market Exhibition, at Sao Paulo, in Brazil, on behalf of Spices Board from India. I also take privilege to submit my earnest and heartfelt thanks to respected Secretary, Mr.P.Sureshkumar, Spices Board for his moral support, valuable ideas and vital suggestions. I am deeply obliged to the Senior Scientist, Quality Evaluation Laboratory, Mr. K.R.K.Menon for given me the permission and for his immortal guidance, encouragement and sincere support in all walks of my career. I owe an immense depth of gratitude to Dr PSS Thampi, Deputy Director, Publicity and Mr Naresh, Assistant Director, Marketing for arranging the needs to exhibit the show successfully. (ANAND R) REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 1
CONTENTS S.No. Particulars Page No. 1 Introduction 04 2 Sao Paulo the major city in Brazil in our eyes 05 3 Spices Markets & Trade in Brazil 06 4 Brazilian perception towards Indian Spices 07 Annexure - I: List of Prospective Buyers, Amateurs & Agents 08 5 Frequently Asked Questions (FAQ s) by Brazilians in Fair 16 6 Report on Market Survey Annexure - II: Survey in whole sale market 17 Annexure - III: Survey in Govt. Municipal Market 18 Annexure - IV: Survey in hyper and retail markets 19 7 Highlights & Suggestions to Enhance the Fair 20 8 Photographs 21 REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 2
INTRODUCTION Chance favors prepared Mind -says Louis Pasteur, the father of modern Microbiology. Unraveling the masked routes and laying new footsteps to discover repository of opportunities in the widespread globe is the need of the hour to launch success in any filed. It is fact with trade of spices too. Spice trade could be traced in ancient histories where people started exchanging the commodities of their geographical origin with the neighboring countries. The immortal literatures that belong to vedic and siddha era s praise the spices for their use in traditional poojas and ingredients in medicines. The Indian hemisphere is splendid in their natural resources with is magnanimous biodiversity of flora including spices. The spices were spread along the laps of Mother India starting from the head of Kashmir to feet of Kanyakumari. Wide differences in weather and variations in geographical belt help us o cultivate different spices in various places across the country. As mentioned earlier the exchange of spices, in modern terms becomes a core gate for export of spices from India to number if international destinations. This international fair SAIL 2012 -a Latin American Food show help us to study the potential and market values of Indian spices in Latin American countries, especially in Brazil. Myself Dr ANAND R, Scientist-B, from Quality Evaluation Laboratory, Guntur and Mr.TP Singh, the section officer from Ministry of Commerce and Industry, Delhi started towards Sa Paulo on 23-06-2012 from Delhi and reached Sao Paulo on 24-06-2012 Via Dubai. It is an evergreen experience starting from my lengthy air journey, preparation of the stall, interaction with visitors, buyers, agents market survey and of course the return journey with a satisfaction of mind for the job done successfully. In the following pages I scribble the Brazilian culture, spices trade in Brazil and people s perception towards Indian spices in Brazil. REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 3
SAO PAULO A MAJOR CITY IN BRAZIL - IN OUR EYES Sao Paulo is one among the largest cities in the world with its huge population and wide geographical extensions. It is the largest populous metropolis in Brazil and it honors the name of Saint Paul. The city is widespread with is feet hugging the splendid waves from Atlantic Ocean. The geographical belt is so varying since it comprises portions of shore, plain terrain, semi hilly and green hilly areas in the township. The city pose magnanimous outlook with tall buildings, lifting blooming torches of light as if it guides the busiest air routes of the sky. The weather is pleasant during day with temperature r aging from 24-27 and almost reaching to 15 to 17.C during night. The dense milky clouds crawling over the tall building during early mornings and late evenings were blossoms to one s eye. Gentle breeze during these times can keep one pleasant and energetic. The city harbors numerous shopping g malls, hyper market and govt. markets so as to cater the needs of people of varying classes of economics and serve the need. Peak hours of the city reveal the massive traffic and displays an array of cars of various models of luxury to compact one encompass the best brands of the world. Though traffic pictures were alarming there is good silence that prevails, since using horn is banded in the city. The city can be appreciated for it neat roads and cleanly kept public places. The work culture of people is amazing that even a woman of 70 s does a small job of her own and could see them walking briskly towards their job destination holding without even holding a walk stick. The food style is quite common as in western countries with varieties of bread with cheese, fruits and milk for breakfast; mixed curries and salads along with non-vegetarian especially beef as common item and during dinner the surplus varieties of veg and nonvegetarian served along with alcoholic beverages. REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 4
SPICE MARKETS & TRADE IN BRAZIL Brazil is a country with people famous for restaurants that serves a wide range of nonvegetarian foods including Beef, Lamb, Chicken and Fish. Hence culinary need of spices is very high and it demands garam masalas, chillies, ginger, cumin, mint, spice oils, oleoresins etc. Among these items need for Chilies, cumin and masalas were very high. In Brazil markets most of the spices are available in the form of powder, some are in the form of flakes and granules and very few of them are sold as whole spices. Most of the shops has separate segment for spice but considerable small and the spices were sold in small packets varying from 25 grams to 1 Kilograms. The price of spices sold varies with markets. The one sold at govt. municipal markets were cheap compared to high rated spices in hypermarkets. The value addition of spice products prevails less in the Brazilian markets. In addition to the forms available in India green chilli powders are available in Brazil. Garlic and Ginger are available in the form of powder, flakes, granules, fried ones and paste in addition to raw form. Usually the spices are either packed in polythene bags or small bottles for sale. In the year 2010-2011 5,25,750 tones of spices and its products were exported to Brazil from India. The value of these exported spices holds 1, 502 million US $ (6,840.71 Crores in Indian Rupees). There is still good hope to expand the business of spices in Brazil in the days to come in by identifying and serving the need of prominent buyers in Brazilian market. Apart from prominent buyers lot of agents and market brokers were there in Brazilian market for spice trade. These agents serve as either link between the buyer and seller or arranging for the legal certificate clearance or helps in the logistics solutions of the buyer. Small companies rely on these market agents. Since Brazil is basically a Portuguese speaking country, obviously the buyers hire agents who handle English as well as Portuguese. REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 5
BRAZILIAN S PERCEPTION TOWARDS INDIAN SPICES Indian Spices owing to their traditional values and rich aroma left lingering thoughts in the minds of Brazilian people. Almost every one of the visitor expressed deliberately their wish over Indian spices for it enriching the taste of their food. They also mentioned few Indian restaurants operated at Sao Paulo where they gather for parties and small functions to enjoy the taste of Indian foods rich in spices. Usage of fennel, cumin, chillies, ginger, garlic and garam masalas were very common than other spices. Usually people need spices in the form of ready to use pastes for the day to day use in culinary activities. Powder forms are common in markets than whole spices. Owing to the change in perception of global food needs, Brazilians were also interested in organically grown spice especially pesticide free items. The rich chemical constituents of Indian spices attract the Brazilians since it is required in very small quantities for culinary use. The people in Sao Paulo welcome the preparation of mouth freshener with multiple spices including fennel as major ingredient. The sample packets served in the fair was appreciated by all and they started asking it for sale. The spices in the form of confectionaries as value added products can find a good market in Countries like Brazil. Formulation of new spice products by creating a separate wing of research and development could cater the thoughts and needs of modern population of the rapidly growing global scenario. REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 6
FREQUENTLY ASKED QUESTIONS (FAQ S) IN THE FAIR 1. What is the Daily market rate of spices in India? Where and whom to access to learn the price of spices per ton? 2. Are there any chances for the exporters to export spices in retails packets to Brazil? 3. Can you suggest some shops to buy the Indian spices or it value added products in Sao Paulo? 4. Which is the latest value added spice product discovered in India? 5. Whether any of the Indian Spices kept in display is meant for sale? 6. Could you arrange for the supply of Indian Spices to restaurants in Brazil in moderate quantities on regular basis? 7. What are the major spices exported to Brazil? Could you suggest some prospective exporters dealing with Mixed /Garam masalas? 8. Is that spices exported in the form of ready to use paste s in cookery? 9. Can you provide us free samples of various grades of a particular spice and its price details before buying a lot? REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 7
10. Do you supply any guides that illustrate the various recipes that are prepared using Indian Spices? 11. Whether organically cultivated spices are available in India? 12. To start a business of spice trade with India, what are the legal papers to be signed and who is the contact person to deal such queries in Spices Board? 13. Is that R&D wing available in Spices Board to Develop New Products from Spices? MARKET SURVEY IN SUPER MARKET FUTURAMA SUPER MERCADOS, PARAISO, SAO PAULO S.No. Quantity in Pricel in Brazil Name of Spice Grams Real 1 Clove 20 2.69 2 Canda 30 1.59 3 Cumin 20 1.59 4 Cumin stem 10 1.39 5 Chilli powder 30 2.09 6 Chilli flakes 10 1.39 7 Black pepper Powder 40 2.39 8 Black pepper 15 1.39 9 Turmeric powder 50 3.79 10 Garlic flakes 20 1.59 11 Garlic granules 30 1.49 12 Empo 60 3.99 REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 8
13 Tempew Baiano 40 2.59 14 Curry powder 20 1.69 15 Oregano 100 3.99 16 Garlic flakes in brine 20 1.71 17 Garlic 500 10.95 S.No. MARKET SURVEY IN MUNICIPAL MARKET-RETAIL DOWN TOWN,SAO PAULO Name of spice Quantity in Grams Price in Brazil Real 1 White pepper powder 100 4 2 Mixed pepper (b&w) 100 5 3 Cinnamon 100 2.5 4 Black pepper 100 4 5 Chilli powder 100 4 6 Black pepper powder 100 4 7 Chilli flakes 100 3 8 Garlic 500 12 10 Fenugreek 500 17 11 Coriander seeds 500 11 12 Coriander powder 100 2.5 13 Cinnamon powder 100 3 REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 9
15 Star anise 50 4 16 Cloves 50 3.5 17 Mustard 100 3.5 18 Tejpat 50 2.5 19 Fennel 100 2 20 Fenugreek 100 2.5 21 Curry powder 100 3 MARKET SURVEY IN WHOLESALE MARKET BRAS WHOLESALE MARKET, SAO PAULO S.No. Name of Spice Pack Size in Kilograms Price in Brazil Real/Kg 1 Rose marry 25 5 2 Garlic flakes 20 12 3 Garlic flakes 23 10.8 4 Garlic fried 10 13 5 Garlic granules 25 9.3 6 Star anise 10 16 7 Corianders 20 3 8 Cumin 50 7 9 Cumin 50 8.5 11 Cloves 50 35 12 Aniseeds 50 8.4 13 Fennel 25 5.1 14 Sesame 25 6 REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 10
15 Basil 25 4.3 16 Marjoram 20 5.6 17 Pepper sauce 24 x 150 ml 1.30/150 ml 18 Oregano (Peru) 12.5 8.5 19 Oregano (Turkey) 12.5 5.8 20 Paprika Sweet 40 8.1 21 White pepper 50 28 22 Black pepper 50 15.6 23 Sage 1 12 24 Thyme 1 10 STALL E-119 SPICES BOARD OF INDIA EXPO CENTER NORTE-VENUE OF SIAL 2012 REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 11
INTERACTION OF VISITORS IN THE FAIR Mr KV RAMAN & FAMILY, COMMERCIAL CONSULTATE, EMBASSY OF INDIA, BRAZIL REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 12
MUNICIPAL RETAIL MARKET, SAO PAULO BRAS TOWN WHOLE SALE MARKET AREA MARKET SURVEY IN MUNICIPAL MARKET REPORT ON SIAL 2012 BRAZIL (25-28 TH JUNE) Page 13