India’s appetite for premium imported fruit is about to gain a new contender. According to a report by FreshPlaza, Scion Agricos, a leading Indian fresh produce importer and consultancy, has partnered with New Zealand–based Bearsley Exports to introduce the NZ Rouge apple variety to the Indian market next month.

The launch, which stems from a collaboration initiated during a New Zealand agri-entrepreneur mission hosted by the Asia New Zealand Foundation earlier this year, is part of a deliberate strategy to capture a larger share of India’s premium apple segment. Distribution will be managed nationally by D.B. Ursal & Grandsons, under Bearsley’s flagship NZ Apple Co brand.

Rouge, bred from NZ Splendour, Braeburn, and Granny Smith, is positioned as a next-generation premium apple, combining naturally high sweetness at 18° Brix with layered tropical flavour, crisp texture, and a visually distinctive deep red hue. Unlike conventional red apples, Rouge is designed to deliver a consistent, ultra-premium eating experience, catering to Indian consumers’ preference for sweeter fruit profiles.

The rollout will begin with a soft launch in Mumbai, Delhi, and Bengaluru, supported by consumer sampling campaigns and co-branded retail messaging. The emphasis will be on origin-driven storytelling and positioning Rouge as a benchmark in quality and freshness. Since its debut in 2020, Rouge has gained traction across Southeast Asia, where its juiciness and crisp flesh have built strong demand, making India the next natural growth frontier.

The timing of the launch is also strategically significant. India’s imported apple market, valued at $ 400 million in FY 2023–24, is projected to grow at 8–12 per cent annually, fueled by rising premiumisation and greater access through modern retail and e-commerce platforms. At the same time, geopolitical uncertainties and potential tariff shifts on imports from Turkey and Iran are reshaping sourcing dynamics, opening opportunities for stable, high-quality suppliers such as New Zealand.

For Scion Agricos, Rouge represents the first in a series of premium introductions that will reshape India’s imported apple landscape. The company plans to scale volumes from established supply bases including Poland, the US, and New Zealand, while simultaneously investing in private label formats and innovative repacking solutions tailored to the evolving needs of Indian retail and online distribution.

As imported apple consumption continues its upward trajectory, Rouge is set to become a symbol of how global production excellence can meet India’s growing demand for differentiated, high-quality fruit.