India, a country that stands for diversity, efficiency, inspiration and potential like no other, is presenting itself this year at Anuga. Over 100 Indian exhibitors are showcasing the aromatic variety of their products and recipes, giving an insight into the wide spectrum of Indian cuisine and its ingredients.

The Ministry of Food Processing Industries (MOFTI) – the Government of India – is responsible for the partner country activities of India at the leading international trade fair for food and beverages. The Minister, Smt. Harsimrat Kaur Badal, will participate with a delegation at the Opening Ceremony of Anuga on 7 October 2017 as an honorary guest.

"The world is my kitchen" concepts ensures that the most unusual aromas are available everywhere. Indian eating and drinking is an example for one of the authentic cuisines, which has now finally found its way under the spotlight of the culinary attention, not least because of its authenticity. One of the clear trends today is the renunciation of the so-called traditional spices that landed in creamy sauces on the plates in the West. Restaurants with authentic dishes are on the other hand popular. In this way, the wide variety of the culinary traditions of India is enfolding everywhere in the world.

The influence of Indian aromas can also be observed in new products. The market research institute, Innova Market Insights, registered a general increase in "ethnic" products worldwide among the new introductions. Indeed these product introductions actually doubled between 2012 and 2016. Products with Indian aromas or recipes made up the biggest share.

The variety of the Indian aromas and ingredients inspires people all round the globe. But not only India's diversified cuisine serves as inspiration for new products. Sweeter alternatives are also being placed on the market. One example is Chai, the traditional beverage in India, which has found numerous imitators trying to copy this special taste. According to Innova Market Insights, a strong growth in the number of Chai products was observed, which also confirms how popular "Chai" is outside of India. Chocolate, iced tea and sweets are the leading product groups with "Chai" taste beyond the tea segment.

The growing demand for "clean label" solutions offers the Indian suppliers of vegetable ingredients plenty of new opportunities. Primarily, the Western markets are open to alternative natural products. India itself is a market that is worth studying closely. India will be the first state in the world, whose population will exceed the 1.5 billion mark in the year 2030. In 2070 the population will be 1.7 billion. The potential of this country with its rich traditions, different ingredients and aromas and its large sales potential makes India a market of the future.

More transparency and "clean labels" are on the rise. Analyses on product introductions in the year 2016 shows that 10 percent had a “natural” positioning while 14 percent were "without additives/without preservatives". The most interesting increase was however recorded by "organic" products: 11 percent carried an organic label. In 2011, only one percent of the new introductions were described as being "organic". Of course, this is also related to the demand for a higher level of transparency.

India also presents big demographic opportunities. For example, 500 million Indians are vegetarians. This is mainly due to their religion, which also rules out the consumption of eggs and egg products. This means there is a huge sales market for innovative vegetarian products that are made of alternative proteins. As everything else in the world, protein themes are gaining in significance in India too. Between 2012 and 2016, a 31 percent increase in products with "additional protein" or “higher protein content" was registered.

The increased occurrence of diabetic diseases, which according to the World Health Organization (WHO) will affect around 87 million Indians in the year 2030, is a central challenge. Sugar-free products should thus be the focus of new developments in order to combat this growing risk. However, so far this potential is not being exploited, although it is essential for the future survival.

Apart for aromas, Indian is also well-known for its application of herb medicine as used in ayurvedic medicine. Turmeric has for example been used as a spice and as a medicinal herb for many thousands of years already in India. Turmeric contains curcuma, which is said to have healing effects. Different surveys confirm that when administered in capsules, curcuma can ease pain and prevent arthrosis. Here too, an increase in the number of new products, which are mainly made up of curcuma, has been registered.

The highest demand is for ashwagandha or withania somnifera or winter cherry or rasayana, a herb that is said to rejuvenate and prolong life. It is also referred to as "Indian ginseng", although both ingredients are not botanically related. With regards to the development of new products with health benefits, many further innovations are awaited here.

Furthermore, new trendy products are opening up numerous opportunities for Indian manufacturers. Many of these products are above all in line with the demand of a prospering middle-class in one of the most highly populated countries in the world.