The retail store concept is becoming popular in Indian cities. Organized and unorganized retailers are playing a big role in this process. Value chain partners are looking for premium fruits to increase the foot fall to their stores. Watermelon is nowadays one of the major products in all the F&V supermarkets.
Syngenta is introducing “HAPPY FAMILY” the 1st premium commercial seedless watermelon variety in Indian markets. Syngenta India Limited is the game changer in watermelon category in the last 10 years.
Innovating in the watermelon category, Syngenta has been supporting the market conversion from traditional watermelons of big size (8 to 10 kg) fruits to personal size (3 to 4 kg). Syngenta is enjoying the market leadership position in this segment thanks to a strong R&D along with wide range of portfolio globally.
To the consumers the biggest advantage is eating convenience which is a great experience along with excellent flavor and improved sweetness. To spread this message among large consumer, shopper base; we have started creating awareness activities by organizing tasting events at common gatherings such as offices, residential parks & at “F & V Stores” along with promotion on social media & several other platforms.
Together with all the supply chain stakeholders, we have been developing agronomy and fruit quality management training as growing seedless Watermelon is little different than traditional seeded watermelons. Today, all partners ensure premium produce supply to the market, creating added value to entire value chain allowing fair return on investment to stakeholders.
Currently Syngenta is supporting links between the value chain players (Farmer – Fruit brokers – Whole sellers – Super markets) ensuring regular supply of fruits. Connections are established with major players like Reliance premium, Walmart, Namdhari fresh, Metro, Reliance Fresh, Big Bazaar, Ninjacart and many other local players. Spreading the message about -Let’s make your family happy with “HAPPY FAMILY” – seedless Watermelon!
For more information visit https://www.syngenta.co.in/seeds-vegetables