More than just taste, Indian food is an experience and a legacy

IBT interacted with Vinod Punn, President of Punn Impex Limited, Canada, to discuss key trends shaping the Food & Beverage (F&B) market, the evolving preferences of consumers, and the growing demand for Indian F&B products globally. He shared insights on sourcing challenges, sustainability, and untapped opportunities for Indian suppliers looking to expand in international markets.

IBT: Can you share some key trends currently shaping the F&B market in your country? How have consumer preferences evolved over the past few years?

Vinod Punn: The F&B market in my country has been undergoing a significant transformation, driven by changing demographics, increasing globalization, and evolving consumer expectations. One of the most notable trends is the growing demand for diverse and authentic ethnic foods, particularly among the large South Asian diaspora in North America. This demographic shift has created a thriving market for traditional food and beverage products from home countries, as people seek to reconnect with their culinary heritage while living abroad.

Additionally, there is an increasing emphasis on convenience, health-conscious consumption, and sustainable sourcing. Consumers are more informed than ever and are looking for products that align with their values—whether it’s clean-label ingredients, ethical sourcing, or eco-friendly packaging. As a result, brands that cater to these preferences are gaining a competitive edge in the marketplace.

IBT: What factors do your customers prioritize when choosing F&B products—taste, quality, sustainability, or something else? Are there any specific cultural or regional preferences influencing the market?

Vinod Punn: From my experience, while taste and authenticity remain top priorities, quality within a reasonable budget is a crucial factor for many consumers in my region. People want products that remind them of home but also meet their expectations in terms of freshness, ingredients, and overall value for money.

Sustainability is also becoming an increasingly important consideration, particularly among younger consumers who are more environmentally conscious. However, affordability still plays a defining role, especially in price-sensitive markets. The challenge for brands is to strike a balance between maintaining premium quality and ensuring cost-effectiveness. Cultural preferences also have a significant impact on buying behavior. The presence of a strong South Asian community has led to a surge in demand for authentic Indian, Pakistani, and Bangladeshi food products. Consumers look for items that not only satisfy their taste buds but also provide a nostalgic connection to their cultural roots.

IBT: What are the key considerations for you when sourcing F&B products internationally? How do sustainability and traceability factor into your procurement decisions?

Vinod Punn: Sourcing internationally comes with a unique set of challenges and responsibilities. While my company may be relatively small in scale, we are deeply committed to making a meaningful economic impact by fostering a sustainable supply chain.

We focus on procuring high-quality food products from South Asian markets, ensuring that our sourcing practices are efficient and aligned with the sustainability regulations of the country we import into. While we may not have the resources of a multinational corporation, we contribute to sustainability by working with suppliers who follow ethical practices and by optimizing logistics to reduce waste and emissions. Traceability is another key aspect of procurement, as consumers are increasingly interested in knowing where their food comes from. Transparency in the supply chain helps build trust and reassures customers that they are getting authentic, safe, and high-quality products.

IBT: What types of F&B products are you currently sourcing from Indian suppliers? What makes Indian F&B products stand out in the global market?

Vinod Punn: India’s rich culinary heritage and diverse agricultural output make its food products highly sought after worldwide. In my business, we focus on importing essential Indian food products that hold a strong cultural significance for the diaspora. These include traditional sweets, snacks, and pantry staples that have been a part of Indian households for generations.

What sets Indian F&B products apart in the global market is their authenticity, unique flavors, and deep-rooted connection to culture. Indian food is not just about taste—it’s an experience, a story, and a legacy passed down through generations. Additionally, India’s vast agricultural landscape enables it to produce a wide variety of spices, grains, and processed foods that cater to diverse consumer preferences across different regions.

IBT: Are there untapped opportunities or product categories where Indian companies could expand in your market?

Vinod Punn: Absolutely! While Indian food products already have a strong foothold in markets with a high South Asian population, there is still immense untapped potential beyond these communities. Indian cuisine has a universal appeal, and with the right marketing and adaptation strategies, it can reach a much wider audience. For instance, categories such as ready-to-eat meals, plant-based protein products inspired by Indian flavors, and healthier snack alternatives have significant growth potential. There is also an opportunity for Indian brands to explore fusion food concepts that blend traditional Indian ingredients with Western preferences, making them more accessible to a global audience. Moreover, functional foods—such as those incorporating Ayurvedic ingredients, superfoods, and herbal infusions—could attract health-conscious consumers looking for natural and holistic nutrition options.

6) What advice would you give Indian suppliers looking to strengthen their presence in your market?

Vinod Punn: For Indian suppliers looking to expand in North America or other international markets, my advice would be to take a strategic and gradual approach. Instead of trying to scale up too quickly, it’s essential to first understand the local consumer trends, regulations, and competitive landscape. Building a strong brand presence requires localization—adapting packaging, marketing, and product offerings to suit the preferences of the target audience. Additionally, investing in high-quality packaging and clear labeling (including nutritional information and allergen warnings) can significantly enhance consumer trust and appeal.

Another crucial factor is distribution. Partnering with the right local distributors and retail chains can ensure better market penetration and visibility. Lastly, storytelling and branding play a vital role—Indian brands that effectively communicate their heritage, authenticity, and value proposition can carve a niche for themselves in a highly competitive global market.