In an exclusive interview with Agro Spectrum and NUFFOODS Spectrum, Jacqui Price, General Manager – Marketing, Australian Macadamia Society, outlines why Bangalore was chosen to host the 3rd Australian Macadamia Festival after successful editions in Mumbai and Delhi. She notes that the city’s global-minded consumers, experimental chefs, and thriving dining scene make it the natural next stage for embedding macadamias into India’s evolving food culture. While markets like China, Japan, and Korea are mature, India is at an early stage—yet over 90 per cent of consumers who try macadamias express satisfaction and 91 per cent intend to repurchase, signaling exceptional long-term growth potential. Price explains how the strategy balances exclusivity and accessibility by positioning macadamias as both a luxury indulgence and a lifestyle ingredient across snacking, traditional sweets, and functional foods. She highlights the Festival’s role as a platform for cultural diplomacy and trade, reinforcing Australia–India ties under the Austrade umbrella. Looking ahead, she envisions macadamias becoming Australia’s “ambassador ingredient” in India—synonymous with quality, sustainability, and innovation by 2030.

I. Setting the Stage – Market Vision

Bangalore is hosting the 3rd Australian Macadamia Festival after successful editions in Mumbai and Delhi. What makes Bangalore the right market to anchor the next phase of Australian macadamias in India?

The south of India is a natural next step for Australian Macadamias. Bangalore sits at the heart of a region with strong trade relationships already in place, giving us a solid foundation to grow from. Our research indicates Bangalore consumers are among the most engaged with global cuisines and open to experimenting with premium ingredients. With its thriving dining scene, experimental chefs, and health-conscious, digitally savvy consumers, Bangalore provides the perfect stage for Australian macadamias. For us, hosting the Festival here is a natural next step in building awareness, showing versatility, and embedding Australian macadamias into India’s evolving food story. We’re not only celebrating Australian-grown macadamias with India’s food lovers but also strengthening the trade partnerships that will be vital to long-term growth in this market.

From your vantage point, how does India compare with other Asian markets like Japan, Korea, or China in terms of macadamia adoption and long-term growth potential?

India is at a very different stage of the journey. In markets like Japan and China, macadamias are already well established, with China one of the largest consumers of macadamias globally. In Korea, we’ve seen rapid adoption over the past decade. India is at an earlier stage. Awareness here is still developing, but the conversion is remarkable—over 90 per cent of Indian consumers who try macadamias are satisfied, and 91 per cent intend to repurchase. That kind of response is rare in an emerging market and signals enormous long-term growth potential. Combined with tariff reductions under the Australia–India Economic Cooperation and Trade Agreement and recent improvements in technical access, India has all the ingredients to become one of the fastest-growing macadamia markets in the next decade.

II. Positioning Macadamias – From Luxury to Lifestyle

Macadamias are often positioned as a “luxury nut.” How are you working to balance exclusivity with accessibility in a price-sensitive yet aspirational Indian market?

We see Australian macadamias as both aspirational and approachable. They are undeniably premium and unique, but the opportunity lies in weaving them into everyday moments as well as special occasions. Our strategy is to highlight macadamias in a range of settings—from fine dining collaborations to everyday snacking formats, gifting and festival sweets. In India, nuts are deeply embedded in culture. By weaving macadamias into traditional desserts like kheer and halwa, as well as modern formats like protein bars and premium snacking packs, we ensure macadamias are seen not just as a luxury but as an ingredient that elevates daily life. India’s consumers are aspirational, and when they experience the quality and uniqueness of Australian-grown macadamias, they understand the value.

In an era when Indian consumers are moving toward clean-label, functional, and sustainable foods, how do macadamias fit into this evolving health–luxury duality?

Macadamias sit beautifully at the intersection of health and indulgence. They’re naturally rich in heart-healthy monounsaturated fats, antioxidants, and fibre. At the same time, they offer a creamy, buttery taste that feels indulgent and special. That duality is powerful. Indian consumers are looking for foods that are both good for them and a pleasure to eat. On top of this, macadamias are sustainably grown in their native Australian environment, making them a responsible choice for conscious consumers.

III. Trade, Supply Chains, and the Big Picture

With Australia producing around 50,000 tonnes annually, how are you balancing global demand from the U.S., Europe, and China with the emerging Indian opportunity?

More than 75 per cent of Australia’s macadamias are exported, and we’ve built strong markets across the globe over the last thirty years. India is an exciting addition, not a competition. What we’re seeing is that Indian consumers and food manufacturers are looking for premium, differentiated ingredients. With tariffs reducing and awareness growing, India is a natural growth market that complements our existing global footprint. The Australian industry is scaling with an increase in planted hectares and a strong production forecast, and our goal is to ensure supply chains serve established demand while creating space for high-potential new markets like India.

IV. Branding & Consumer Psychology

Nuts in India already carry strong cultural resonance—almonds, cashews, pistachios are staples. How do you position macadamias as different yet complementary, avoiding being seen as just another imported indulgence?

Indian consumers already love nuts for health, tradition, and prestige. Our task is to position macadamias as both different and complementary. They are Australia’s gift to the world—the only native Australian food crop to be commercialised globally. Their buttery taste and creamy crunch are unlike any other nut, and they are native to Australia. We highlight that provenance and uniqueness, while showing how macadamias can elevate familiar favourites—from mithai to modern desserts. We’re not here to replace other nuts but to complement them, bringing something fresh, indulgent, and versatile, and demonstrate that macadamias bring a unique twist that elevates the experience. This way, macadamias won’t be “just another imported nut,” but a distinctive addition to India’s nut culture.

V. The Festival as Soft Power

The Macadamia Festival is as much about cultural diplomacy as it is about food. How do you see this initiative strengthening Australia–India food and trade ties under the broader Austrade umbrella?

Food is one of the most powerful cultural connectors. The Festival allows us to showcase macadamias not just as an ingredient, but as a symbol of Australia’s innovation, sustainability, and culinary creativity. With Austrade’s support, it becomes a platform for dialogue between chefs, trade, food manufacturers, media, and consumers. These touchpoints help grow commercial ties and inspire new product development. Events like the Festival not only grow awareness of Australian grown macadamias but also reinforce the depth of Australia–India trade relations and strengthen the story of Australia and India as long-term partners in food and agriculture.

In your view, can macadamias become an “ambassador ingredient” for Australia in India—like how wine symbolizes France or matcha symbolizes Japan?

Absolutely. Macadamias are native to Australia, with over 60 million years of heritage and growing best where nature intended. In our 2024 consumer research study, 79 per cent of Indian consumers said origin matters when buying nuts, and most prefer Australian macadamias for taste and quality. That strong provenance advantage positions macadamias as a natural ambassador ingredient. Just as matcha speaks for Japan or wine for France, macadamias can become synonymous with Australian quality, sustainability, and innovation in food.

VII. Looking Ahead – The Next Decade

By 2030, where would you like to see macadamias in India? On retail shelves as premium snacking packs, in every five-star hotel dessert menu, or as a functional ingredient in nutrition bars and nut milks?

The answer is all of the above. Our vision is for macadamias to be part of India’s everyday life and celebrations. By 2030, we want macadamias to be woven into India’s everyday food culture— premium snacking packs on retail shelves, in hotel and restaurant menus, in festive gifting, and in functional products like nutrition bars, plant-based milks, and desserts. Our 2024 consumer research tells us Indian consumers already have strong emotional associations with macadamias and are curious and open to new experiences. With the right balance of trade engagement and consumer education, I believe Australian macadamias can become a part of this country’s food culture.

— Suchetana Choudhury (suchetana.choudhuri@agrospectrumindia.com)