Image Source: The Week

In a bid to globalize its agricultural economy, Meghalaya hosted a high-level eight-member delegation from UAE-based Lulu Group International this week. The strategic visit marks a key milestone in strengthening market linkages for the state’s high-value horticultural produce, including GI-tagged Khasi mandarin, pineapple, and organic ginger.

This engagement builds on a memorandum of understanding (MoU) signed between Lulu Group and the Meghalaya State Agricultural Marketing Board (MSAMB) during World Food India 2023 in New Delhi, facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA). Over the past two years, MSAMB has led proactive export facilitation initiatives through both air and sea routes, positioning Meghalaya as a serious player in India’s agri-export map.

Government-Led Push for Global Market Access

The Lulu delegation met with Chief Minister Conrad K Sangma, Agriculture Minister Ampareen Lyngdoh, and senior civil servants in Shillong to explore pathways for expanding export volumes and enhancing infrastructure to support international trade. The discussions underscored Meghalaya’s strategic intent to leverage its agro-climatic advantages and build a distinctive global brand identity rooted in organic and indigenous farming systems.

The state government reiterated its commitment to supporting the partnership with enabling policies, streamlined logistics, and targeted investments. Officials highlighted the need to accelerate farmer collectivisation, organic certification, and packaging innovation to align with international market expectations.

Export Milestones and Supply Chain Innovation

In 2024, Meghalaya achieved a significant breakthrough by facilitating the first-ever direct air shipment of GI-tagged Khasi mandarin to Dubai, bypassing traditional routes through Mumbai. The direct Guwahati-to-Dubai corridor has since been used to export over 13 tonnes of Khasi mandarin and 10 tonnes of pineapple. In March 2025, the first sea cargo of 15 tonnes of organic ginger was dispatched to Dubai in partnership with the Eastern Ri-Bhoi Organic Farmer Producer Company, showcasing Meghalaya’s expanding agri-export capacity.

Bringing Farmers to the Forefront of Global Trade

As part of its capacity-building efforts, a delegation of eight progressive farmers and officials from the Department of Agriculture and Farmers’ Welfare visited Dubai in March 2025. The market exposure trip offered first-hand insights into global pricing, packaging, and quality benchmarks. Farmers engaged directly with buyers at Aweer Market, participated in product showcases in Sharjah, and saw their produce featured on Lulu Hypermarket shelves alongside international brands.

The visit catalyzed a deeper understanding of global consumer behavior and branding strategies, equipping stakeholders with the knowledge required to scale Meghalaya’s exports sustainably. Collaborative efforts are now underway to address packaging design, value addition, and supply chain traceability in line with Lulu Group’s retail standards.

Towards a Scalable Global Agri-Footprint

With mounting success in horticultural exports and growing institutional support, Meghalaya is positioning itself as a frontier state in India’s global agri-trade. As the partnership with Lulu Group matures, the focus is shifting from pilot shipments to scalable trade models that integrate farmer empowerment, sustainability, and commercial viability.

This marks a strategic turning point not just for Meghalaya’s rural economy, but for India’s broader ambition to mainstream its northeastern produce into global retail channels.