In a significant win for Australian trade and a testament to the power of strategic partnerships, Australia has officially overtaken New Zealand to become India’s leading exporter of frozen and chilled lamb and mutton. This milestone, announced this month, marks a remarkable shift in market dynamics and highlights the tangible benefits of Australia’s proactive trade agenda.
The AI-ECTA Advantage: Unlocking New Markets
The surge in exports is directly attributed to the Australia-India Economic Cooperation and Trade Agreement (AI-ECTA). The elimination of all tariffs on lamb and sheepmeat under this agreement has dramatically boosted the competitiveness of Australian products in the Indian market. The results are striking: Australian lamb and mutton exports to India saw an impressive 85% year-on-year jump from 2023 to 2024, signifying a rapid and substantial market penetration. This success underscores how robust trade agreements are critical tools for opening up new procurement opportunities and diversifying supply chains for Australian businesses.
Strategic Promotion: Driving Market Penetration
This remarkable success extends beyond mere tariff reductions. It’s a clear demonstration of targeted market development and astute B2B engagement. Austrade and Meat & Livestock Australia (MLA) spearheaded a proactive campaign aimed at capturing the burgeoning Indian food and hospitality (HoReCa) sector.
A pivotal initiative was the Memorandum of Understanding (MoU) signed in April 2025 between MLA and the Indian Federation of Culinary Associations (IFCA). This vital partnership has allowed for the direct and active promotion of Australian lamb among India’s leading culinary professionals. Notably, MasterChef Tarek Ibrahim recently conducted comprehensive training sessions for over 180 chefs from top Indian hotels (including prestigious names like Taj, ITC, Marriott, Hilton, and Oberoi) and more than 80 students from prominent culinary schools. These sessions were designed to educate participants on the versatility, superior quality, and diverse cuts of Australian lamb, thereby fostering its adoption in high-end Indian cuisine. For procurement professionals, these efforts underscore the significant value of investing in comprehensive market education and cultivating robust supplier-customer relationshipsto effectively stimulate demandA A
A Blueprint for Future Procurement and Export Success
This strategic approach, which skilfully combines preferential trade terms with direct market engagement and education, has empowered Australian exporters to effectively meet the evolving demands of Indian consumers and culinary professionals. By consistently supplying a wider variety of lamb and mutton cuts, alongside ensuring consistent quality and an uninterrupted supply chain across India, Australia has established a distinct competitive advantage.
The triumph of Australian lamb in India serves as a powerful blueprint for other Australian industries. It clearly demonstrates how free trade agreements, when paired with dedicated market activation and robust industry collaboration, can unlock significant new procurement opportunities and drive substantial export growth in diverse and rapidly expanding global markets. As Australia continues to diversify its trade relationships, this success in India stands as a compelling testament to what focused effort can achieve.
Are your procurement strategies maximising global market opportunities?
Australia’s success in conquering the Indian lamb market demonstrates the immense power of leveraging FTAs and strategic market development. For businesses looking to optimise their supply chains, diversify sourcing, or explore new export avenues, understanding these dynamics is crucial.
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