Inside The Rise Of American Pecans In India: A Conversation With Sumit Saran

As Indian consumers become more health-aware and globally curious, American pecans are steadily finding their place in the country’s evolving food landscape. In this conversation, Sumit Saran, Director of SS Associates, an international food marketing firm based in Delhi NCR and the Indian representative of American Pecans, shares insights on market evolution, consumer trends, and the growing role of pecans in India.

Q1. American pecans are still relatively new to Indian consumers. How has the market evolved over the last few years?

Over the last few years, the Indian market for American pecans has evolved steadily, driven by growing awareness and changing food habits. When we began focused efforts around a few years back, pecans were largely viewed as an occasional garnish or a premium dry fruit used in limited formats. Today, Indian consumers are far more open to experimenting with new ingredients, especially those positioned as healthy and versatile. India being one of the most connected and digitally aware countries—has helped consumers understand global food trends and nutritional benefits, accelerating adoption.

Q2. What role does MEWA India play in strengthening your presence in the Indian market?

MEWA India plays a critical role as one of the most important industry platforms for the nuts and dry fruits sector. It brings together key importers, trade partners, and decision-makers under one roof, making it an ideal environment to build long-term relationships. For us, it is not just about visibility but about sustained engagement. The continuous growth of MEWA reflects the growing demand in India and reinforces why it is the right place to showcase American pecans and understand evolving consumption patterns.

Q3. You mentioned different consumer segments driving growth. Could you elaborate on that?

India’s consumer landscape is unique. With nearly 60% of its 1.4+ billion population under the age of 35, India is the youngest major economy in the world. This young, curious, and digitally connected population is open to global trends and willing to experiment with new foods. Alongside this, rising income levels and rapid movement into the middle class are driving higher consumption of premium and health-oriented products. While consumption patterns may differ across metros, tier 2 and 3 cities, or regions, the openness to new formats is consistent across the country.

Q4. How do pecans align with India’s growing focus on health and nutrition?

Indian consumers today strongly associate health, nutrition, and balanced eating. Pecans naturally fit into this mindset. As global health conversations reach India quickly through digital platforms, consumers are more willing to adopt products they perceive as wholesome and beneficial. Pecans are increasingly being explored beyond desserts, into snacking and ingredient-led formats aligning well with evolving food habits.

Q5. Where do you see the future of American pecans in India?

The future of American pecans in India is very promising. India’s growing demand, combined with the scale, quality, and food safety standards, makes this a strong and sustainable match. As pecans move from garnish to snack to ingredient, their role in Indian kitchens and food innovation is only expected to grow and flourish.