According to a survey conducted by Tata Consultancy Services for the spice's board, branding of Indian cardamom with stress on quality will lead to greater acceptability in the Gulf countries.
TCS was told by the spices board to recommend steps to increase penetration of Indian cardamom in the Gulf market, particularly Saudi Arabia. The TCS report says there is a liking for Indian cardamom in the Gulf.
Suitable branding of cardamom emerging from India with a logo could do wonders for bulk export to West Asian countries, said a spices board official.
The draft report has come at a time when Indian cardamom is becoming a hot commodity in Saudi Arabia and other Gulf countries with a decline in crop in Guatemala, the major global producer.
The survey emphasises on consistent quality of exported cardamom. The report will be evaluated by a five-member committee, including spices board chairman and two directors, a central government official and a professor of Indian Institute of Management-Ahmedabad before sending it to the commerce ministry.
Spices board already has brought out Flavourit brand of spices in the overseas market to enhance the presence of Indian spices. It is mainly meant for the retail market and the brand is not limited to cardamom alone. The TCS survey has called for branding of bulk cardamom exports.
According to spices board, last year India exported 875 tonnes of cardamom worth Rs 27 crore (Rs 270 million). Saudi Arabia remains the largest buyer with purchase of 527 tonnes valued at Rs 17.29 crore (Rs 172 million). The export was out of a total production of around 13,000 tonnes.
Five years ago, India had exported over 1,000 tonnes, but over the years the export dropped with Guatemala tightening its grip in the international market.
This year, though the production is down by 20-30 per cent, the exports are expected to increase with shortfall in Guatemala.