Here's how Indian products are appearing on Russia’s market shelves

At a supermarket in Moscow rows of neatly stacked shelves display rice peanuts chana teas coffee spices and more At first glance the Cyrillic script on the labels makes them seem local mdash but look closer and the fine print reveals their journey from India to RussiaThe IndiandashRussia bilateral trade now surpasses USD 68 billion and the demand is expanding beyond oil into pharmaceuticals construction materials food processing interiors packaging and electronics Industry forecasts indicate that Russiarsquos growth could exceed 30 per cent by 2030 creating a wideopen market for Indian companies ready to scale and deliver their servicesOn his recent trip to Moscow chef amp restaurateur Yajush Malik came across Indian basmati rice at a local supermarket Keen to get a feel for the cityrsquos real culinary rhythmmdashhis walks to the neighbourhood market are a window into local tastes habits and flavours ldquoRussian cuisine has rice as a staple and it was exciting to see fragrant Indian basmati being used to make Russian Plov pulao with meatrdquoMalikrsquos friend Evginia Gorina a marketing consultant in Moscow mentioned that she regularly purchases Indian products such as lentils peanut snacks and turmeric from local stores She says these ingredients have become a staple in her kitchen especially when experimenting with global flavours for herself and her family pronounced Tvoy Dom which means ldquoYour Homerdquo in English is a supermarket in Moscow that stocks Indian FMCG productsEarlier this month Mumbai hosted the firstever India Roadshow by the ITE Group connecting Indian SME exporters with Russian buyers across various sectors By creating focused dealdriven spaces ITE is helping Indian companies position themselves as longterm partners in Russiarsquos evolving market Organisations like FICCI FIEO Chemexcil NDDB PHDCCI the Indian Dairy Association ICIB and representatives from the Ministry of Commerce the Ministry of Food Processing Industries the Russia India Trade House Balaji Group Orient Electric Limited and other relevant chambers participated The focused evening featured curated dialogues trade insights and direct matchmaking with international market advisorsChef Yajush Malik at a local supermarket in MoscowKaterina Filunets ITErsquos Dubaibased GM explains ldquoRussiarsquos retail ecosystem is evolving rapidly with a strong focus on product diversity competitive pricing and reliable sourcing Consumers are open to new brands especially in food and FMCG creating opportunities for agile Indian suppliers Packaged snacks spices readytocook meals personal care and household essentials are gaining traction and are integrating into mainstream Russian retail channelsrdquoDmitry Zavgorodniy CEO of ITE Group says ldquoIndia has become a trusted partner across the BRICS landscape The growing demand in Russia and the CIS is creating new opportunities and Indian SMEs are uniquely wellequipped to respond Whatrsquos needed is clarity access and confidence Thatrsquos what these roadshows deliverrdquoFilunets tells us how they bring verified Russian buyers distributors and retailers directly to Indian exporters ensuring every conversation has real commercial potential ldquoExhibitors arenrsquot just showcasing productsmdashtheyrsquore negotiating securing orders and building longterm partnerships It works because itrsquos practical Indian companies get clarity and access while buyers get reliable immediate solutionsrdquo she addsAccording to Filunets specific Indian categories are seeing powerful traction in Russia ldquoSpices and packaged goods continue to lead thanks to consistent quality shelf stability and demand from both mainstream and ethnic retail Indian snacks are also gaining popularity especially with bold flavours and innovative packaging that appeal to younger consumers Wellness products mdash Ayurvedic formulations herbal teas and natural cosmetics mdash are a rising opportunity Russian buyers are increasingly interested in holistic plantbased options which gives Indiarsquos reputation a clear advantage for exporters The categories showing the most potential are those combining authenticity with reliabilityrdquo she notesKaterina FilunetsMumbai is central to the IndiandashRussia trade corridor serving not just as a logistics hub but as a concentrated ecosystem of exporters manufacturers and packaging specialists ldquoFor Russian buyers the city offers access to exportready partners who understand compliance can deliver at volume and provide valueadded services like private labelling custom packaging and long shelflife solutionsrdquoLooking ahead Filunets stresses that the IndiandashRussia partnership is more than a temporary supply chain adjustment ldquoThis is the early stage of a longterm realignment in global trade Indian companies are building presence and brand equity in Russia while Russian buyers diversify sourcing with reliable scalable partners The momentum on our show floors reflects a broader transformation with India and Russia playing increasingly complementary roles in evolving trade corridorsrdquoOn the other hand Taranjit Singh an online retailer who has lived in Saint Petersburg since 2012 says the Russian market holds promise but remains underdeveloped for Indian brands ldquoI was pleasantly surprised to spot Old Monk on a retail shelf recently and itrsquos encouraging to see Bajaj KTM and now Royal Enfield on the roads Yet most Indian goods remain niche mdash teas spices incense and herbal products are usually limited to small shops or onlinerdquoWhat India does enjoy he adds is goodwill Soviet audiences grew up on Raj Kapoor classics Seeta Aur Geeta and Mithun Chakrabortyrsquos Jimmy Jimmyrdquo memories that lend Indian products a friendly edge Many Russians believe Indian goods are superior in quality to Chinese ones despite Chinarsquos dominance on store shelvesBut Singh cautions that success wonrsquot come from simply exporting what sells at home Too often firms lsquodumprsquo existing products and wait for demand Instead he argues businesses must adapt mdash researching buying habits testing flavours and packaging with local focus groups and aligning launches with seasonal peaks like New Year Defender of the Fatherland Day Feb 23 International Womenrsquos Day and the summer lsquodacha seasonrsquo when demand surges for gardening tools leisure products toys and snacks Singh believes with sharper localisation mdash say cheeseflavoured peanuts for Russiarsquos beer culture mdash volumes could soar ldquoRussia is a market of opportunityrdquo Singh says ldquoBut the winners will be those who adapt not just arriverdquo